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Issue 76 - Discussing the decade

Whisky Magazine Issue 76
November 2008


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Discussing the decade

We decided to ask three members of the distilling community to sum up the last 10 years and then look to the future for whisky.


Ronnie Cox (RC)
The Glenrothes
Richard Paterson (RP)
Whyte and Mackay
Colin Scott (CS)
Chivas Bros.

10 YEARS AGO RC: I was a good looking recently married (1st and only) youthful Latin-American traveller. So what happened...

The malt whisky sector was recognised by nearly all, to be here to stay. This wasn't just about branding but about being whisked away in flavour analysis (a la Jilly Goolden) and discussion. No longer mine is peatier but look at the fullness and character.

“Smooth” was being considered an inappropriate descriptor. It had had its useful day. There were some eccentric anoraks spending time telling us that whisky isn't just whisky its an aroma and flavour pleasure. New single malts hitherto known only to the blenders and friends of those who regulalrly “walked the dog,” proudly graced the shelves; distillery and ambassadors were starting to emerge and books began to appear in proliferation. What would Alfred think. He was alone in his time.

CS: For Chivas Regal we are looking forward a minimum of 12 years, and therefore looking back 10 years does not seem a long time. However, it is now 11 years since I created Chivas Regal 18 Years Old, which was very exciting but also an enormous challenge.

Ten years ago, the premium market was slowing down over a few years, while in contrast the super-premium market was emerging and has since been growing steadily.

After Pernod Ricard acquired Chivas Brothers in 2001, Chivas Regal has since gone from ...

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