When it comes to maturation, Scotland’s whisky makers have their heads stuck in a barrel as they obsess about its previous contents – be it Bourbon, Port, Sherry or Sauternes. But does the location of those casks matter – or is that irrelevant? Before the complimentary dram and invitation to browse the distillery shop, most whisky tours will offer visitors a glimpse of a warehouse; the guide will invariably mention the angels’ share and probably say a few words on the importance of maturation.
At the production end of Scotch whisky, they have mixed views about marketing folk with their talk of ‘reaching out’, ‘touching base’ and ‘shifting paradigms’. Scotch is a robust, earthy spirit and not something odourless, colourless and tasteless like vodka, where style is bound to trump substance. The trouble is style, or image, matters when persuading people to buy into your brand. Production is easy – it is the selling that is the hard part, as many a new craft distiller is discovering.
Relatively unknown in the UK and yet to crack the States, Negrita has broken the million-case barrier and has sales in more than 100 markets. The Spirits Business traces the story of the ‘friendly’ Caribbean rum. Negrita and Johnnie Walker have little in common, you would imagine. One is an old Caribbean rum belonging to family owned French group La Martiniquaise, the other the world’s topselling Scotch whisky and lifeblood of the mighty Diageo. Yet both brands share one trait.
Muck Rack makes it simple to find people, tweets, or articles that mention any name, keyword, company, hashtag etc. We've compiled this guide to help you make the most of your search.
Selecting a term
Start searching tweets, articles from media outlets, articles mentioned in tweets, journalists'
names, titles and bios with some suggested searches:
Companies or Topics (e.g. iPhone, Microsoft)
Phrases (e.g. "cloud computing") — use quotes to keep the terms together
Twitter handles (e.g. @username) — returns those who have mentioned or replied to
Names (e.g. "David Pogue")
Hashtags (e.g. #sxsw, #london2012)
Bio details (e.g. vegan, Olympics, father)
Muck Rack's Advanced Search allows for many boolean operators.
Find results that mention multiple specified terms, use AND or
+. For example, ensure each result contains both Elon Musk and Mark Zuckerberg by
searching Musk AND Zuckerberg or Musk + Zuckerberg.
Use the operators OR or , to broaden your search when you'd like either of
multiple terms to appear in results. (This is the default behavior of our search when no operators
are used). For example, results will contain either cake or cookie by searching cake OR cookie or cake,cookie
Use NOT or - to subtract results from your search. For
example, searching Disney will yield results about the Walt Disney Company as well as Walt Disney
World Resort. To exclude mentions of Disney World, search for Disney -World or Disney
When using one of these operators with a phrase, enclose it in quotation marks. For example, you can
find results about smartphones excluding Apple's iPhone 4S by searching smartphone -"iPhone
Exact case matching or punctuation
If you're searching for a brand name or keyword that relies on specific punctuation marks or capitalization, you can
find results that match your exact query by adding matchcase: before the keyword you're searching for, like matchcase:E*TRADE .
Use parentheses to separate multiple
boolean phrases. For example, to find journalists talking about having fun in Disney World or
Disneyland, search for ("disney world" OR disneyland) AND fun.
An asterisk can be used to search for any variation of a root word truncated by the asterisk. For example, searching for admin* will return results for administrator, administration, administer, administered, etc.
A near operator is an AND operator where you can control the distance between the words. You can vary the distance the near operation uses by adding a forward slash and number (between 0-99) such as strawberries NEAR/10 "whipped cream", which means the strawberries must exist within 10 words of "whipped cream".