TRUST IN OTHERS
Since the advent of whisky brand management, commercial partnerships have been a highly persuasive technique in gaining consumer trust, social proof and imbuing trademarks with an aura of humanity. The three most powerful and trusted sources in whisky’s promotional arsenal were royalty, then physicians and, today, celebrities.
Members of the British royal household can issue warrants, recognising ‘by appointment’ their purchasing approval of select goods and services. The imprimatur of
