BEVERAGES Bottoms up with whisky ambassadors
In the last five years, tastes have changed significantly, especially as the millennial generation begins to make its mark. What are your thoughts?
Scotch whisky is continuing to boom internationally, from the many whisky festivals, to coverage in the press, sales, new distilleries, innovation and the almost two million visitors to our distilleries - the awareness of Scotch especially for single malts has never been greater. And it’s fantastic news for the industry! In the last five years, consumers the world over have become far more educated, and their tastes even more discerning. This means we must continue to create products using the best ingredients, woods and processes, as well as continually innovating. We must never at any stage become complacent in our quest for excellence.
What marketing strategies have the global whisky brands employed to distinguish themselves and what sets them apart?
Satisfying and stimulating our discerning consumers with many different cask expressions remains on top of most whisky company’s agendas. Today the consumer is being spoilt for choice, with many tailored financially to their needs – the choice is endless, from sherry to port wine and more. Catching the consumer’s eye remains critical, but at the same time, remaining true to your own style is equally important too.
Which Middle Eastern countries have you visited and what are some of the things you’ve noticed in the way that Arabs like to enjoy their whisky?
From the UAE, Oman and Qatar to Lebanon and Bahrain, each country and city presents a different view, but as a generalization they really are beginning to know their whiskies. The Middle East is a place where consumers are looking for the very best, so high-quality presentation is key. Drinking aged single malts and deluxe blends still appears to remain popular, along with the addition of ice, although some younger consumers are beginning to thankfully avoid it.
What’s going through your mind when you’re creating a new blend?
Only the best will do! A master blender is always creating new concepts with the respective stocks they have to work with in their inventory. Perfecting the ‘right balance’ remains paramount to their ideals, along with their passion, which must remain relentless, despite the many obstacles they are likely to face. When a blend or even a single malt expression is created in the sample room – the real impact will come when it is formally prepared at the bond, when it may require a final adjustment, refining or even a major change to the different components. One thing is for sure - the ‘bedding down and marrying’ will be a critical factor to achieve his expectations. Therefore, they must be patient and prepared to wait if they want to achieve the highest standard possible. ‘Time is his Master’ – you simply cannot replace it and through time, you can achieve most things.
What do you think the ‘Next Big Thing’ is going to be in whisky in the coming year and why?
It’s difficult to say; for the time being cask finishes, enhancements, exclusivity and limited editions will continue to grow.