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Mark Littler
Verified
Contributor, Forbes
Congleton, Crewe
Beats
Biography
Mark Littler has been a prominent figure in the whisky industry for over a decade. Through various channels he has consistently aimed to protect, educate and entertain the general public. 2024 has marked a period of expansion of Mark’s voice as he’s established himself as a regular contributor on Forbes.com, protected a valuable online resource TheWhiskeyWash.com from closing, launched ProtectYourCask.com and continued to provide far reaching advice to all sides of the whisky community. Forbes - https://www.forbes.com/sites/marklittler In the closing months of 2023 Mark was invited to apply to become a contributor to Forbes.com. Mark’s articles delve into the heart of the whisky industry, covering innovations, challenges, and the impact of key players on shaping the future of whisky production and market trends globally. His articles cover both big brands and give a wider voice to lesser known and new businesses within the industry and have been read by hundreds of thousands of international Forbes.com readers. Protect Your Cask - https://protectyourcask.com/ Awareness about personal cask investment scams has been at the heart of Mark Littler’s communications since 2019. Through YouTube videos and blogs he began building awareness around issues he was seeing of whisky cask fraud within the industry. The movement has steadily gained traction and Mark has been a speaker on BBC Radio 4 and featured in The Times, The Telegraph, and Which? Magazine among other well known publications. His efforts culminated in March 2024 when Littler and fellow Forbes writer and Keeper of the Quaich, Felipe Schrieberg, launched ProtectYourCask.com; a free online resource providing information for all prospective cask investors. The site sets out industry guidance and best practice, demystifies the laws governing cask ownership and alerts readers to the red flags to watch out for that are employed by would-be fraudsters. Littler’s tireless dedication to consumer awareness and the positive impact that has on the industry led him to be thanked in the Scottish Parliament in April 2024 by MSP Fergus Ewing. The Whiskey Wash - https://thewhiskeywash.com/ In early 2024, Littler announced the completion of his purchase of the long running website TheWhiskeyWash.com. The Whiskey Wash was set up in 2013 and is a well regarded whisky review, news and lifestyle website. When the original founder announced he would be closing it down, Littler approached him to save the resource and immediately set about improving the site for consumers. He rebranded, removed all third-party ads and added a comments feature to allow whisky enthusiasts from across the globe to connect and share their thoughts on the happenings within the industry. Daily posts covering the latest industry news, in depth articles on specialist subjects now reach between 250,000 and 500,000 individuals visit the site and collectively view over 1,200,000 pages of content each month. This exceeds the viewership of Decanter, Whisky Advocate, The Spirits Business, Malt and ScotchWhisky.com. Littler has also opened The Whiskey Wash to industry leaders, providing a platform for them to engage directly with consumers, free from the constraints of sales or PR agendas. This initiative allows contributors to share genuine, unfiltered insights. Notable guest writers have included Rachel Barrie (Brown-Forman), Sandy Hyslop (Chivas Brothers), Annabel Thomas (Nc’Nean), and Will Woodington (Chicken Cock), among others. By offering these opportunities at no cost, he enables the whisky community to hear genuine, unfiltered information from top industry figures directly. September 2024 marks the start of an exciting new era for The Whiskey Wash with the introduction of a whisky price comparison feature. This functionality has been built from the ground up with whisky lovers in mind and will include a ‘saved search’ option so that users can be notified anytime a bottle they are looking for appears at auction or at retail. The ultimate objective is for The Whiskey Wash to consolidate the auction and retail market for consumers and the trade alike. YouTube - https://www.youtube.com/@MarkLittler/videos Alongside The Whiskey Wash and Protect Your Cask, Mark’s successful YouTube channel has reached more people than ever before, now boasting 13,000 subscribers and seeing 83 hours of content viewed in an average 24 hour period. While many YouTube channels concentrate on whisky reviews, Mark addresses the industry's dual appeal: whisky as both a drink and a collectable. Although collectors may be viewed with some disdain by those who primarily enjoy drinking whisky, it is undeniable that brands, bottlers, and distilleries increasingly tailor their products towards collectors. Consider the impact of collaborations with luxury brands, limited editions, crystal decanters, and elaborate packaging—do these factors truly enhance the whisky’s flavour?
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Forbes
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