Single Malt Scotch whisky

Three case studies are presented in this section. The first two studies desalbe the application of conceptual profiling to High Street pharmacy retailer brands and to the development of a derived index of fit-to-brand in the Single Malt Scotch Whisky category. The third study explores the relationship between our derived index of fit-to-brand and new product sales volumes. 

The single malt Scotch or malt Scotch, which has recently become popular in the United States, is made from a mash of only malted barley. Single malts are usually darker with heavier flavor than blended Scotches because of increased aging and the absence of the lighter grain whisky. 

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