Single Malt Moves the Needle // Scotch in the 1990's

Send a textSarah and Kurt keep the ’90s momentum rolling in this second episode of the season. After opening the decade’s story last week, they turn their attention to the moment single malts truly hit their stride. This time, they dig into how Scotch stepped beyond blends, with Glenfiddich, Glenlivet, Macallan, and Glenmorangie leading the charge. From smarter storytelling to bottles that finally demanded space on the shelf, Sarah and Kurt explore how these brands shaped a new era of whisky marketing—and set the tone for the decade to come.