ROB ALLANSON, GLOBAL AMBASSADOR OF WHISKY LIVE NETWORK AND EDITOR OF WHISKY MAGAZINE

Tastes have changed significantly, especially as the millennial generation begins to make its mark. What are your thoughts on these new developments?

I think at the moment whisky seems to be getting sweeter. Those huge tannin sherry bombs are few and far between, it seems. There’s a lot of bourbon cask-driven sweetness on the market at the moment; that’s not a bad thing, to be honest, but it was not that way five or six years ago. I think it’s great that the millennials have embraced and started to drive the cocktail scene, but going back to the old classics; you cannot beat a decent, wellmade Manhattan.

What marketing strategies have the global whisky brands employed to distinguish themselves?

It’s interesting that in trying to grab a piece of the millennial market, it feels like a lot of brands are trying the same thing over and over. For me, the ones who stand out are embracing their history and making it interesting, be that Japanese, American, Australian, South African, Scottish or any other nation. I think what grabs the drinker is a story; a good and true story that makes them feel part of the gang, almost part of the distilling team. The problem with a gimmick is just that - it’s a gimmick. If it isn’t rooted in the truth, brand history or home, I think people see through it.

What do you think the ‘Next Big Thing’ is going to be in whisky in the coming year and why?

I think we are going to start seeing more interesting whisky coming from more areas. English whisky is growing slowly but surely, Irish is on fire, as are the craft and big producers in America. Don’t ignore Australia, South Africa, Taiwan or places like Sweden. We are going to have so much to explore. I think we will also see more age statements returning. Also, don’t forget Scotland, there is going to be some interesting liquid coming out in the next few years...

What whisky brands would you take if you were asked to spend an entire year on a remote island?

1. Black Bush This was one of the first whiskies I ever tried. It was my mother’s favorite. She was from a village not far from the distillery. Drinking it always reminds me of her sitting at the kitchen table having great chats or talking about food and recipes. 2. Highland Park 12 My father has a boat on Windermere in the English Lake District park. When I go and see him, this is our tipple for sitting on the back of the boat, watching the sun setting and putting the world to rights. I have visited the distillery a few times and love its connection to the land and history of Orkney. 3. Redbreast 12 I adore Irish pot still whisky. It is soft with a sweet spiciness. This takes me to peat fires and chatting all night with my partner Kate (who came with me last year to Beirut). It is just a wonderful whisky, especially if paired with a good pint of Guinness. 4. Johnnie Walker Black If you are to appreciate a good single malt, I think you need to appreciate the blends too. This for me is the benchmark. Balanced, complex and always bang on the mark. It’s a welcome sight at a bar when I am traveling and end up somewhere I haven’t been before. This is a drinks cabinet staple. 5. Balcones Brimstone I wanted to choose one esoteric whisky and this for me is almost otherworldly. It’s like being trapped in a sauna with a bacon sandwich. The smoke profile is crazy, and the sweetness and tannins just punch you in the face. Occasionally I like a whisky to kick back and remind me why I love this industry.