> ‘When you bring people in from overseas [to Scotland], you’re working on their mindsets,’ he says. ‘You make them get a feeling for Scotch. It’s not about an advert, it’s about this magical industry with its rich heritage and this history.
> ‘It’s not about kilts and drums, but it’s about the Highlands, the water, the peat, the stories, and I call it softness – it’s very gentle marketing. A lot of what you’ve got to do is to win the hearts and minds.’
The waybackmachine has it first in 2019, but that's early enough to know this is 100% human trite bullshit. https://web.archive.org/web/20190823030911/https://scotchwhi...