Whisky is making a comeback due in no small part to the popularity of hit TV show Mad Men.
Research shows that single malt whiskey in particular is growing in popularity among younger drinkers no doubt looking to emulate suave Don Draper (played by Jon Hamm) or the sexy Joan Holloway (played by Christina Hendricks)
The Ad man and his colleagues are regularly seen knocking back whiskey in an attempt to cope with the pressures of working at Cooper Sterling Draper Pryce, in the 1960s-set drama.
According to market researchers Kantar Worldpanel sales of single malts have increased by 13.4per cent in the past year.
Big brand blended whiskey sales have also rocketed with Jack Daniel's up by 16 %, The Famous Grouse is up by 14% and Glen's up by 11%.
The Scotch Whisky Association als reported that sales were up by 22 %.
The fifth series of Mad Men is due to hit UK TV screens in March 2012