Although Scotch whisky is doing exceptionally well at the moment, it is always worth looking a year or even several into the future to see where the industry is heading and where it might be a decade or so from now.
Whisky is, sadly, still a drink that many people, including countless Scots, do not really take a shine to. Indeed, Scots drink more vodka by volume than whisky, a fact that totally flummoxes any foreign tourist I tell that to. Scots drink more vodka than whisky? Come on, pull the other one…
I recently spent a week in Wales and visited the odd supermarket in Cardiff, Aberystwyth and Llandudno to browse around the wines and spirits department. It was a dispiriting experience to see drinks at prices they used to be, and ought to be, were it not for the Scottish Government’s minimum pricing policy.
Few fathers tend to name their sons after motor cars, but it does happen.
It seems that single malt whiskies have all but matched the status of chateau-bottled great clarets. A good single malt, once the age statement is in double figures and the abv reading is 46% or cask-strength, has an aura that commands respect – and an increasingly high price tag.
I have often wondered whether human taste buds are affected by “outside factors”, both actual and psychological. I recall once drinking a wine in Cyprus that tasted absolutely magic in a sunny, open-air restaurant above the Med. I brought two bottles home but, drinking them indoors under leaden British skies, they did not taste remotely as good.
A few weeks ago, the Scotch Whisky Association were trumpeting how whisky tourism is on the up and up in Scotland. Many people will be delighted to hear it and I just hope it will inspire more distilleries to open their doors to the public.
Once in a blue moon, whisky history buffs like me stumble unexpectedly upon an unknown goldmine. That happened a few weeks back on a quiet, cobbled street in Belfast when I passed a whisky shop called, whimsically, The Friend at Hand. I went in – and it was an hour before I emerged.
I’ve often thought a whisky distillery would be a great asset, and visitor attraction, at Scotland’s historic castles or stately homes. In the past, all castles and stately homes brewed beer, for both the lairds and the lads, and today their souvenir shops offer their own-label beer and whisky, blend or malt, supplied by one of the major distillers or blenders.
Edrington’s recent decision to end the Famous Grouse Experience at Glenturret Distillery near Crieff and sell the distillery reflects the whisky industry’s years-long push to increase the output of single malts and market them as widely and extensively as they can.