Please Don't Tell

I was surprised the booming speakeasy trend didn't come up in our discussion about whisky. If you're looking to target millennials - known for a somewhat paradoxical obsession with both reliable quality and discovery - I can't think of a better channel than an expensive bar without a sign.

Speakeasies have been popping up like crazy over the past 10 years, thanks to hipsters, Mad Men fans, and cocktail lovers all over the country. They command high prices ($10-$20 per cocktail), and give the impression of exclusivity, though most have an online presence. In some cases, even a yelp profile.

Patrons of Please Don't Tell in NYC's East Village seem pretty keen on ignoring proprietors' request for discretion (yelp)

I imagine that getting on the whisky list at such an establishment would go a long way toward building a brand presence. Particularly since - conveniently - recreational cocktail mixing ("hometainment") is also on the rise. If a patron tries an unusual, craft whisky at a popular spot, or has one recommended by a respected bartender, she will be more likely to pick up a bottle for home use. To that end, having a "speakeasy" presence doesn't just translate to on-premises sales, but also retail purchases later on.