The world of Scotch whisky is rich, complex, and deeply rooted in tradition. With over 135 distilleries scattered across the six distinct regions of Scotland, the sheer scale of this heritage can be overwhelming, even for seasoned enthusiasts. Enter “Lost in Scotch,” a dynamic new online vlog series that aims to demystify the world of Scotch, taking viewers on an immersive journey through the landscapes and distilleries that make it so special.

“Lost in Scotch” is more than just a travelogue or a tasting note review. It’s a passion project that aims to celebrate the heritage of Scottish whisky. It’s designed to make the journey into each distillery feel intimate and engaging. Through bite-sized episodes, accessible platforms, and an immersive format, the series offers both seasoned whisky enthusiasts and newcomers a chance to discover, and fall in love with, the world of Scotch. It is a compelling blend of travel, education, and entertainment, all delivered with a genuine appreciation for the craft of whisky making.

”Lost in Scotch” isn’t just about enjoying whisky; it’s about connecting viewers directly with the producers. At its core, this project is building a vast and engaged affiliate marketing network – the Scottish Whisky Network – encompassing every distillery featured. The goal is to empower viewers to purchase directly from the source, supporting the distilleries while enriching their own whisky journey.

Core Audiences

Armchair Travelers with a Passion for the Remote: This group craves adventures off the beaten path, yearning to explore hidden gems that are often overlooked by mainstream tourism. They’re drawn to places that feel untamed and authentic, finding a special allure in locations steeped in natural beauty and rich cultural histories. They appreciate in-depth explorations that allow them to immerse themselves in the local atmosphere and traditions from afar. Lost in Scotch is perfect for those who dream of visiting the islands someday, indulging in the picturesque landscapes and vibrant communities, but also enjoy experiencing them vicariously from the comfort of their homes, wrapped in a cozy blanket with a warm drink in hand. They value thoughtful storytelling and stunning visuals that transport them to another world, captivating their imagination and igniting a desire to embark on their own journeys, even if just through a beautifully crafted narrative. Each tale not only feeds their wanderlust but also enriches their understanding of diverse cultures and experiences.

Fans of a Slow Travel Approach: The content caters to those who appreciate a slower, more mindful experience. Instead of a whirlwind tour, Lost in Scotch embodies the spirit of “slow travel,” encouraging viewers to appreciate the details, engage with the local culture, and take the time to truly absorb the unique atmosphere. By taking a deliberate approach to exploring the landscape, travelers can connect more deeply with their surroundings, savoring local flavors and traditions. This journey unfolds at a leisurely pace, allowing for spontaneous adventures and unplanned encounters that enrich the travel experience, creating lasting memories that go beyond mere sightseeing. Embracing slow travel not only fosters personal growth and reflection but also promotes sustainable tourism by supporting local businesses and preserving the authenticity of the destinations visited.

Individuals with a Connection to the Scottish Diaspora: Many people around the world have Scottish ancestry, often tracing their lineage back through generations. Lost in Scotch appeals to those who feel a deep connection to their roots and are curious about the land of their ancestors. They often have a strong emotional investment in learning more about Scotland and its unique regional variations, including its rich history, diverse culture, and distinctive traditions. As they delve deeper into their heritage, these individuals may seek to explore the picturesque landscapes of the Highlands, discover the vibrant cities like Edinburgh and Glasgow, and connect with fellow descendants who share their passion for Scottish culture. This journey not only enhances their understanding of their own identity but also fosters a sense of belonging within a global community united by a shared ancestry.

Fans of Atmospheric and Rugged Landscapes: The Hebrides are renowned for their raw, untamed beauty, offering an immersive experience that captivates the senses and ignites the imagination. This audience appreciates not only the dramatic vistas and the interplay of light and shadow, but also the sounds of crashing waves and the scents of sea spray and wild heather wafting through the air. They find inspiration in the stark elegance of nature, with its windswept cliffs, secluded beaches, and expansive skies that can change within moments. Typically keen photographers and videographers themselves, they are drawn to creative and visually captivating content that showcases the ever-shifting moods of the landscape, encouraging them to capture their own interpretations of this stunning environment. Whether it’s the soft glow of dawn illuminating the rugged coast or the breathtaking panorama at sunset, the Hebrides present a myriad of opportunities for exploration and artistic expression that resonate deeply with this passionate community.

Those Fascinated by Scottish History and Culture: From the ancient Celts to the Jacobite uprisings, Scotland’s history is rich and complex, offering a tapestry woven with tales of heroism, struggle, and resilience. This audience is eager to learn more about the historical events that have shaped the Hebrides, from the legendary battles fought by clansmen to the profound influence of Norse settlers. They are particularly interested in the clan system, which serves as a fascinating example of social organization and loyalty, fostering a deep sense of identity and belonging among its members. Additionally, the unique Gaelic language and culture that still thrives there act as living links to the past, enriching their understanding of Scotland’s heritage. Many are often avid readers of history books and documentaries, seeking out both scholarly texts and popular accounts, and they are drawn to the personal narratives behind the larger historical events, often finding inspiration in the stories of everyday people who lived through Scotland’s turbulent times. Through discussions in online forums and local history societies, they seek to connect with like-minded individuals who share their passion for uncovering the mysteries of Scotland’s storied past.

Channels To Audience

Engaging the Community: Facebook for Conversation and Connection

Facebook provides a space for “Lost in Scotch” to build a community and foster discussion with its audience:

Sharing YouTube Content: Facebook is used to share links to new YouTube videos, driving traffic to the primary platform.

Community Engagement: Posting questions, initiating conversations, and responding to comments encourages interaction and builds a loyal community around the brand.

Live Sessions and Q&A: The option of live video sessions allows “Lost in Scotch” to interact directly with their audience, answering questions and participating in real-time discussions.

Reaching the Masses: YouTube as the Main Stage

YouTube serves as the primary platform for “Lost in Scotch” to reach a broad audience. The channel features:

Regularly Uploaded Full Episodes: Episodes are uploaded weekly, maintaining consistent engagement from its subscribers. The content ranges from in-depth reviews of specific whiskies to explorations of different whisky regions and discussions on the art of whisky tasting.

Trailers and Sneak Peeks: Short, engaging trailers and previews of upcoming episodes on YouTube attract new viewers and keep current subscribers hooked.

Interactive Features: Utilizing YouTube’s interactive elements such as polls, end screens, and community posts, prompts engagement with the audience and encourages users to share opinions and discuss favorite whiskies.

SEO Optimization: Careful optimization of video titles, descriptions, and tags ensures that “Lost in Scotch” appears in relevant search results, reaching a larger potential audience interested in scotch whiskey.

Snappy and Engaging: TikTok for Short-Form Content

TikTok’s short-form video format is utilized by “Lost in Scotch” to capture attention with quick, easily digestible content:

Visually Appealing Content: Short, aesthetically pleasing clips of whisky pours, distillery visits, and beautiful landscapes are used to attract attention and showcase the visual side of whisky appreciation.

Behind-the-Scenes Glimpses: TikTok provides a platform to share behind-the-scenes content, allowing viewers to connect with the creators on a more personal level.

Trending Sounds and Challenges: Leveraging trending sounds and challenges allows the channel to reach a different audience segment, including younger demographics who might not be actively searching for whisky content.

Easy Shareability: The platform’s inherent shareability increases the reach of “Lost in Scotch” content, exposing it to a wider audience than other platforms.

The Core: Lost in Scotch’s Dedicated Website

At the heart of the “Lost in Scotch” ecosystem is its dedicated website. This acts as the central hub, providing a curated experience beyond the limitations of social media algorithms. The website hosts:

·Long-Form Video Content: Here, viewers can find full-length episodes, detailed tasting notes, distillery visits, and in-depth discussions. This allows for a deeper exploration of the whisky world, catering to those who desire a more immersive experience.

·Blog Posts and Articles: The website features written content that complements the video series, offering background information on distilleries, whisky-making processes, and the history of Scotch. This caters to those who prefer to read about the subject.

·Interactive Elements: “Lost in Scotch” incorporates interactive features such as a user forum, a map of featured distilleries, and even a personalized whisky recommendation tool, creating an engaging and community-focused platform.

·Merchandise Sales: Integrating a shop on the website selling branded merchandise provides another avenue for generating revenue and reinforcing the brand identity.

Dan’s Journey Through the Regions

At the heart of ”Lost in Scotch” is our presenter, Dan, a charismatic and knowledgeable guide. Each episode will see Dan embark on a road trip, delving into one of Scotland’s six whisky regions – Speyside, Highlands, Lowlands, Islay, Campbeltown, and Islands. From the rolling hills of the Highlands to the windswept shores of Islay, Dan will explore the unique character and story of each distillery he visits.

Forget dry, technical jargon; Dan’s approach will be engaging and informative, catering to both seasoned whisky aficionados and those new to the world of Scotch. He’ll delve into the production process, meet the distillers, and of course, sample the whisky, sharing his thoughts and tasting notes. The vlog format promises stunning visuals, bringing the beauty of the Scottish landscapes and the craftsmanship within the distilleries directly to viewers worldwide.

“Lost in Scotch” draws inspiration from three distinct yet complementary sources. Imagine the sardonic brilliance of Richard Ayoade’s “Travel Man,” the practical and personable city guides of Phil Carr (@philcarr1984), and the slow, contemplative pace of Robbie Cumming’s “Canal Boat Diaries,” and you’ll begin to grasp the spirit of this new online venture.

Lost in Scotch: Generating sustainable revenue

Here’s how it works: Throughout each episode, and via links on the blog, viewers will be encouraged to purchase bottles directly from the featured distillery’s online store. By clicking on the links provided in the video or using a unique discount code associated with “Lost in Scotch” at the distillery’s website, viewers can make their purchase. “Chasing the Dram” then earns a 10% commission on the total basket purchase, seamlessly tracked via our advanced affiliate marketing technology. This creates a mutually beneficial system – viewers discover new whiskies, distilleries expand their reach, and “Lost in Scotch” builds its revenue base.

Strategic Partnerships: Elevating the Experience

“Lost in Scotch” also has a secondary, yet equally important, revenue stream focused on strategic partnerships. The channel is seeking a sole sponsorship from a prominent online retailer specialising in whisky, spirits, or other related alcohols. This partnership will not only elevate the viewing experience but also offer exclusive perks to the audience.

Instead of a commission on each sale, the sponsor will pay an annual fee to be the channel’s exclusive partner. Viewers will be encouraged to visit the sponsor’s website, where they can access special discounts related to the distilleries featured on the show, as well as discounts on other products they sell. This benefits viewers, promotes the sponsor, and provides “Chasing the Dram” with a stable revenue stream.

Project plan and funding to launch the project – £50,000

The initial launch of “Lost in Scotch” requires a substantial investment, estimated at £50,000. This sum is strategically divided:

• £25,000 for Production and Infrastructure: This portion will cover essential on-location filming costs, including travel, accommodation, and equipment (like GoPros). It also includes the cost of building the necessary systems and infrastructure for video production, editing, and hosting.
• £25,000 for Content Promotion: To ensure “Lost in Scotch” reaches a broad audience, a significant portion of the budget is allocated to marketing efforts across key social media platforms like YouTube, TikTok, and Facebook.

The primary funding strategy is to secure a retail sponsor for an exclusive 12-month partnership. This sponsorship will provide financial stability during the initial launch phase. The creators project that after the first three months, the platform will become self-sufficient through engagement and potential monetization opportunities.

Laying the Foundation: Brand Identity

A strong brand identity is crucial for “Lost in Scotch” to resonate with its target audience. Key elements include:

• Mission Statement: To uncover the stories behind Scotch whisky, sharing the passion, craftsmanship, and unique experiences of each distillery and region.
• Values: Authenticity, exploration, appreciation, and community. The project is committed to showcasing the true essence of Scotch whisky and the people who create it.
• Feel + Voice: The blog will adopt a conversational and engaging tone, with a visually stunning aesthetic. Expect high-quality production that balances educational insights with a sense of adventure and discovery.
• Audience: Scotch whisky enthusiasts, travel lovers, those curious about different cultures, and anyone who appreciates quality and craftsmanship. The platform targets a demographic interested in learning the intricacies of Scotch production and seeking immersive visual experiences.
• Channels: The primary focus will be on video-sharing platforms (YouTube, TikTok), along with a presence on Facebook for community engagement.
• Communications: The communication will be built on the values of authenticity and community, utilizing an engaging and encouraging tone. There will be a focus on the visual aspects of the production.

Building the Platform: Technology and Infrastructure

To deliver a seamless user experience, the following platforms are essential:

• Basic Video Hosting Site: A dedicated website will serve as the central hub for the video blog, providing easy access to all content.
• Video Channels: YouTube, TikTok, and potentially other platforms will host the video series, catering to diverse user preferences.
• Web Service Charges: Ongoing costs for hosting, bandwidth, and other web services are factored into the budget.

Crafting the Content: From Distilleries to Editing Suites

The heart of “Lost in Scotch” is its compelling content, developed through a structured process:

• Distillery Selection: Strategic selection of distilleries will focus on showcasing the breadth and depth of Scotch whisky production, from the well-known to local hidden gems.
• Road-trip by Region: The series will feature road trips throughout various whisky-producing regions of Scotland, capturing the beauty of the landscape. Each episode will take the viewer on a journey through the making of a dram.
• Studio / Editing: Post-production will be crucial, ensuring high-quality editing, sound design, and visual appeal. A mix of on-location shots and studio-based editing will be used.
• Posting: The content will be consistently posted on all agreed platforms, engaging the community with discussions, behind-the-scenes content, and user-generated material.
• Hardware – Go Pros: GoPro cameras will be used for flexibility in capturing dynamic, on-the-road footage.
• Software: Editing software such as Adobe Premiere Pro or Final Cut will be used to create high-quality output.
• Travel – 1 Week: The initial filming phase will involve a dedicated week of travel within Scotland.
• Accommodation – 1 Week: A week’s worth of accommodation has been budgeted to house the filming crew during the production.
• Expenses: General day-to-day costs during filming are accounted for.

Amplification: Reaching a Global Audience

To maximize the impact of “Lost in Scotch,” a dedicated amplification plan will be implemented.

• Sponsored Posts: Leveraging paid social media campaigns to broaden visibility and reach a targeted audience.
• Content Syndication: Sharing content across multiple platforms and websites to increase audience reach.
• Brand PR: Engaging in public relations activities to generate media coverage and build brand awareness.

Measuring Success: Performance Metrics

The effectiveness of “Lost in Scotch” will be measured through performance analytics:

• Media Metrics: Tracking key performance indicators such as views, engagement, reach, and follower growth across all platforms. Engagement will be key, in order to keep users interested and coming back to the platform.
• ROI: Evaluating the return on investment from a sponsorship perspective, ensuring the project delivers value to its partner. The user growth of the platform will also be used as an indicator of success.

The Journey Begins

“Lost in Scotch” is more than just a video blog; it’s an invitation to explore the rich heritage and culture of Scotch whisky and its connection to the beautiful Scottish landscape. With careful planning, a strong brand identity, and a commitment to quality content, this project is poised to become a must-watch for whisky lovers worldwide. The search for a retail sponsor is underway, and the team is excited to embark on this exciting adventure.