Whisky Magazine Issue 56
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The whisky industry seems to be rising to the challenge of attracting new drinkers while keeping the experts happy says Dominic Roskrow
In the distillery focus in this issue, Ian Buxton describes how Glengoyne has introduced a half day tour which includes a blending class and the chance to make your own blended whisky.
It costs £100 but I bet it's a big success. Why?
Because it's just the latest logical progression in a trend that sees whisky enthusiasts wanting more and more from their distillery visits. Aproportion at least will be happy to spend more for the five star treatment and the chance to enjoy an exclusive experience.
One of the hardest tasks the whisky industry faces is how to attract new drinkers in to the world of whisky by making it easy and accessible while at the same time trying to keep those of you who have done the standard tours sufficiently engaged by continually having to create something new.
But it seems the industry is rising to the challenge, and whether it be Bruichladdich or Bladnoch's whisky school, the advanced tours being offered by the likes of Aberlour and Balvenie, or the chance to fill your own bottle from the cask, we are being offered more access to distilleries than ever before.
These are exciting times because there is a genuine sense of dynamism in whisky at the moment, particularly in Scotland. At Jura Distillery, for instance, they are just finishing off the refurbishment of the accommodation block, and soon enthusiasts will be able to stay actually on the distillery site.
Bowmore, too, has given a facelift to its cottages and is in the process of having its v...