Don’t be afraid to move away from stocking just the regulation names and typical age statements behind your bar. Have some youthful Speyside malt and a young Islay expression on hand to offer people – it’ll be a revelation for all involved. Build it (or rather stock it) and they will come. Spruik the wonders of the spirit’s character. Tell customers that the whisky is as fresh and sweet as sitting at Port Askaig on a hot May afternoon and there’s just a hint of sea salt from the ocean spray. Tell the something. Get them excited.