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Issue 73 - Whisky's future

Whisky Magazine Issue 73
July 2008


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Whisky's future

We look at some of the pressing issues affecting whisky

Ask most people what the three most important factors are when looking to purchase whisky and chances are they'll say price, choice and quality, with the Holy Grail being a great choice of top quality whisky at the lowest possible price.

But with whisky supply struggling to keep up with world demand and grain, oil and wood prices on the rise, something has to give. But exactly what?

We spoke to a handful of senior Scotch whisky marketing people for their views, offering them anonymity in return for their frank and personal – as opposed to official company – views.

They agreed on one thing – that quality of Scotch whisky will not be compromised for short term benefits though one person did say there might be ‘meddling at the margins.' There is no reason to disbelieve this claim.

Malt whisky's very success is down to the standards it is made to, and as society moves further towards the premium end of the drinks market, quality and heritage will become even more important as it separates itself from products such as vodka.

What all agree on, however, is there will be a greater emphasis on flavour, and a legitimate attempt to encourage drinkers to break out of the ‘older is better' mentality.

They predict an increase in launches of whiskies without an age statement and with a non-distillery name such as Burnfoot or Monkey Shoulder.

“Most people who appreciate whisky realise that that statement is just not true,” said one. “Some whisky, particularly some pea...

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