I am a fourth year BA Business Studies student at Glasgow Caledonian University. As part of my final thesis, I would like to learn more about how experiential marketing can influence consumer perceptions and consumer appeal within the Scotch whisky industry. I would really appreciate your participation in this simple online survey.



Recent Mintel reports highlight that Scotch is primarily consumed by those over the age of 55. The industry is in need of connecting with today's young drinkers. Existing research finds that creating brand experiences can help build consumer-brand relationships and improve consumer perceptions. In light of this, Glenfiddich have recently created an online virtual distillery tour named the "Journey into the Mind of the Malt Master" where the brand aims to create an online memorable experience with consumers.



This survey aims to asses any change of attitude from consumers aged 18-54 towards scotch whisky after partaking in the Glenfiddich virtual experience.