Making the shift to virtual

Before starting Away From the Ordinary, O’Hara worked in a financial technology company and lived on three different continents while globe-trotting in his free time. When he’d travel, O’Hara would tell clients where to visit in Scotland and what whisky to drink.

During the pandemic, the core messaging and strategy of Away From the Ordinary—taking people on an authentic and intimate tour of Scotland and its whiskies—never changed. They simply shifted platforms. And, the company became more international with its outreach and marketing.

For example, when the tastings were in-person, O’Hara focused on Scotland and London-based demographics. But with virtual tastings, the company found it could be more ambitious. They adapted their marketing to create messaging that would appeal to other regions, especially the U.S. With people in lockdown, the tastings became even more about taking clients on a virtual journey through Scotland, rather than merely hosting a whisky tasting.

Now streaming: Whisky cinema

Though Away From the Ordinary could’ve stuck to virtual whisky tastings, O’Hara mentions he “wanted to carry on evolving and to challenge ourselves” in order to have repeat guests. So, in addition to traditional tastings solely focused on the whisky, the company has now created a series of pairings with chocolate and cheese. During the “digi-tastings,” guests are obliged to remain unmuted so they can engage in conversation and ask questions pertaining to whisky or Scotland.

Then, there’s Watch with Whisky, where the company has curated five drams (a small sip’s worth of the spirit) intended to be paired perfectly with Scottish-influenced cinematic classics, Braveheart and Thunderball. This experience allows attendees to gain a deeper connection to classic Scottish films by carefully pairing whiskies with key scenes.

The viewer receives samples along with instructions of when to drink the whiskies during the film. The instructions include exact scene times, plus brief descriptions on why the specific whisky has been chosen to be paired with the scene. Since the movies are available via various streaming services, the attendee can schedule Watch with Whisky on their own time.

Inspiring a travel reset

Recently, the brand has hosted a music-focused event called Whisky & Tunes. Along with distilleries, many musicians have been deeply affected by the current crisis. With this in mind, O’Hara coordinated Whisky & Tunes to shine a light on incredible whisky, and also tie in members of the Scottish community–such as artists–impacted by the loss of gigs due to the pandemic. “It’s about bringing people together in a room as much as we can to try to share that cultural Scottish experience of having musicians, having whisky and being in a room in a convivial atmosphere, where there’s music, laughter, and great whisky.”

Both previous travelers who visited Scotland with Away From the Ordinary and new virtual visitors are attending the events, the company said. The new group has been enticed to book travel by free virtual tastings, with the company saying that some people are beginning to book trips to Scotland as soon as this fall and later into spring 2022. Fortunately, the company has put flexible cancellation policies into place in case potential travelers have to cancel due to COVID or other unforeseen circumstances.

After last year, O’Hara mentioned he’s given up on predicting the future. But, he vows to continue hosting virtual events long after the pandemic ends.

“People have seen that it’s an effective way to have dad’s 60^th birthday party—and dad’s passionate about whisky. So, let’s get pop, the kids, and cousins together for a virtual tasting,” he said. “Now, in a way, we’re coming full circle. The fact that people have joined a virtual whisky tasting and are now booking travel with us is the proudest thing for me with the business.”

“It shows that we pivoted—and the pivot was not only successful in its own right, but it ties in beautifully with the whole ethos behind the company. You don’t have to like whisky to like Scotland, and you don’t have to like whisky to travel with us.”