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Issue 93 - Future Casting

Whisky Magazine Issue 93
January 2011


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Future Casting

Our experts open their almanacs and explore the challenges facing the industry in 2011

The global view
Dave Broom
While it can't be disputed
that my crystal
balls are in need of a
good buffing I have
peered long and hard into their
milky gloom and discerned the
following: the convergence of
two recent trends within single
malt – ever-younger bottlings
and ever more expensive ‘luxury'
items. This will reach its apotheosis
with the release of a 3 Years
Old Dalmore in a five litre
Swarovski crystal decanter for
£1,000,000. It's name, once again
the result of a quick skim through
A Child's Guide to Greek is, finally,
appropriate – Hubris.
Elsewhere: LVMH and Diageo
will continue their flirtatious
waltzing; two independent bottlers
will become distillers; more
micro distilleries will open in the
UK; the peat boom will start to
slow; distillers will hand over the
making of their whiskies to bloggers
(who, after all, know best);
bourbon will be the whiskey category
to watch; Japanese distillers
will concentrate on only a
few key export markets, the
result of lack of availability of
mature stock. Some of these will
come true.
It's stock which is the main
issue in Scotch as well. Is there
sufficient whisky to maintain current
levels of growth at the 12
Years Old age statement until the
effect of increased capacity comes
on stream? Will we see greater
activity behind ‘standard' brands
as blending firms try to take the
heat off their evaporating assets?
With regard to that extra capacity
– what quality of wood is it
being filled into? Will supply and
demand see...

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