The casks are initially filled with sherry and left to mature for 18 months to two years. Many of the whiskies distilled there are aged in sherry casks and such is the case at Tamdhu. Tamdhu is in the Speyside region, which has traditionally been associated with fruity, sweet whiskies. And a big reason for that is a new sales strategy that turns toward Asia. Sandy McIntyre, distillery manager, says Tamdhu is “on the up”. That meant that newly bottled whisky could be quickly sent out to shop shelves as distillation got back up and running. The sale included whisky already sitting in casks, the great oak barrels in which the spirit is aged. Here was a brand of whisky, they thought, that had potential for rejuvenation. The facility was purchased by its present owners in 2012. One distillery that has taken this approach is Tamdhu, between Aberdeen and Inverness. Consequently, distilleries have found that their whisky may appeal to one emerging market over another, which can be extremely lucrative – if sales take off. Scotch whisky is genuinely diverse, ranging from rich and dense peat to smooth fruit – even light floweriness in some malts. It’s considered good for business – the drinker might look to buy the same whisky again and again.īut the real interest lies in the differences between whiskies. It’s no surprise that Scotch whisky-makers want consumers to feel that the drink sloshing around in their glass has an indelible association with a particular place. Sellers can play on associations with specific distilleries such as those on the western Isle of Islay, for example, where some of the most peated malts are made, giving them a distinct smoky flavour. Scotch with a strong sense of identity has, it seems, special appeal. Blended whisky export sales also saw a rise, of about 3%.įor those in the industry, single malt represents a golden ticket. The value of global single malt exports rose more than 11% in 2018. Single malts make up a smaller share of the Scotch export market than the alternative, blended whisky, but its popularity is growing at a faster rate. Single malt whisky, which is produced entirely at one distillery, is especially prized for its tight connection to a particular place. As new markets emerge and tastes evolve, whisky-makers that have crafted a spirit over decades are in a constant race to keep up with the demands of new palates. With increasing specialisation, there is also vulnerability. So far, this strategy has been successful for Scotch, but such a high degree of specialisation comes with its own risks. It runs two ways: Scotland’s food and drink industry specialises in the spirit, while whiskies themselves are differentiated depending on the particular region, method or distillery that produced them. The dominance of the whisky trade in Scotland’s economy is an example of specialisation taken to a fine art. And these considerable sales made up 70% of Scotland’s food and drink exports, and 21% of the UK’s as a whole. More than a billion bottles of Scotch were sent overseas that year. In 2018, Scotch whisky exports were worth £4.7bn in total, up nearly 8% on 2017. It’s also a booming export product that is taking certain foreign markets by storm. There’s truth in that – Bowman happily agrees. The drink is rich with history, craftsmanship and culture. For some, it’s the very essence of Scotland distilled, matured and poured into a glass. A fantastic combination – but he still gets asked in bars now and again if it should be “allowed”.įew beverages have cultivated the reverence that Scotch whisky has. One of his own mixtures of choice, for instance, is whisky with ginger beer. “You should drink it however you want and not let anyone tell you otherwise,” says Bowman, with refreshing nonchalance. The purists’ cardinal rules over whether or not to add ice, what temperature is ideal and whether one category of whisky is superior to another – all can be dispensed with, he says. But he has no patience for fusty ideas about how the spirit, which has been distilled since at least the 1400s, should be consumed. Someone who, in his own words, is trying to convert people all over the world into whisky fans, one by one. “What I like to do,” says Blair Bowman, “is cut through the myths.” Bowman is a whisky consultant.
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