per person is four. More people might go to Mount Fuji but they tend to go only once.And because people are making repeat visits we have built up a relationship with people.”But it’s not just a case of offering some passing tourists a few sips of whisky. The Murrays have gone much further, making the atmosphere in the shop friendly and accommodating and involving both enthusiasts and novices in the world of whisky by bringing some of the great whisky makers down to the shop for tutored tastings and taking groups of enthusiasts up to Scotland and to areas such as Speyside and Islay.This Autumn, for instance, there is a Japanese evening of food, culture and whisky (September 17th), a Gordan and MacPhail rare and old tasting featuring whisky from the ‘40s, ‘50s and ’60s (October 22nd), an Islay whisky tasting (November 26th) and a three course Christmas dinner with whisky tasting (December 11th).Such events build up a loyal customer base for the shop, and Adrian says that over the years The Wee Dram has attracted an eclectic mix of customers representing all ages, groups and social classes.The only really noticeable trend he’s noticed in recent years is the increased number of female customers buying whisky for themselves.“And they take a different approach to men,” he says. “Men might like perhaps a 15 year old Bruichladdich but only treat themselves to it from time to time because they feel they can’t justify it the whole time. "Women will decide they like a Bruichladdich 15 year old and that’s what they’ll drink. No matter that it costs a bit more, that’s what they like and that’s what they’ll buy.”With whisky currently in vogue The Wee Dram is benefiting from an influx of new customers curious to find out more about single malt. And the hard work of the Murrays and their staff is paying off. The shop’s work on behalf of Scotch whisky hasn’t gone unnoticed either, and this Autumn Adrian will be inducted as a Keeper of the Quaich.“It is one thing doing something you enjoy and running a business at the same time,” he says. “But it is very special indeed to be recognised by the industry itself. I’m very proud of that.”It’s just one more sign that The Wee Dram is establishing malt whisky in the heart of England. And just reward for an excellent if unconventional business.