What the Company Might Have Intended:
A deerstalker is a name for the jaunty cap that Sherlock Holmes wears. What better way to make sure your single malt distinguishes itself from low brow American brands than by naming it after something that can be described as jaunty?
Why They Failed:
The modern deer hunter isn't the refined sportsman he used to be. Add the term "stalker" to the mix and ordering a tumbler of this falls between having BO and casually mentioning that you have a "litter of 10 out there, somewhere" as a sure way to end a date prematurely.
Above: An actual deer-stalker.