The five components that make Scotch whisky so special

In recent years, whisky brands have realised how big a part of the purchasing process packaging plays and duly have invested in their brand aesthetic. Consumers are more likely to take note of a bottle that looks the part and grabs attention. It is a basic design principle that is still to take hold with many brands, but is driving emotive connections between buyers and products.

Mythology and legends are no new thing in whisky, but being able to articulate stories that people want to read is a fast-growing business. Whisky drinkers are after more information by the day: they want to read about founders, blenders, distillers, warehousemen and the people who made the product, not to mention the provenance and the locale of the spirit, and how many years it has spent maturing in-cask before being bottled. 

No longer does a whisky brand comprise of a ‘standard’ 12, 15, 18-year-old range structure; the market is now flooded with what we call NAS (non-age statement) whiskies that are often built around a character or a place important to the brand such as Ardbeg Corryvreckan, Talisker Skye or The Glenlivet Founder’s Reserve.

These whiskies often receive a lot of flak for not carrying a defined age statement, but the reality is they are a reaction to a lack of supply of super-aged stock to satisfy global demand. In my opinion, NAS whiskies offer distillers and blenders the chance to create something unique to mark their time at the helm, as well as creating flavour-led releases that you and I want to drink – rather than targeting a number that goes onto the label.

Brands are also innovating in different finishes: where a whisky is put into a different type of cask to complete its maturation and to enhance or alter the flavour. Glenfiddich 21 Year Old Gran Reserva Rum Cask Finish is a great example.

Distillery brands are also ensuring that their message reaches those buying the product in new and interesting ways. These include heavy investment in distillery experiences, pop-ups, and appearances at whisky shows. Such shows allow brands to show off their product and convey their message to hundreds of people per day. With any luck visitors to the show will buy the product and pass the brand’s message onto others.

Distillery experiences are huge, with 1.7 million people visiting Scotch distilleries every year, up 15% since 2015. These experiences allow brands to share their stories, and bring their history and product to life. This has led to an average spend of £31 per person when visiting any given distillery, a not inconsiderable sum. More than half of Scotland’s 123 scotch whisky distilleries now welcome members of the public. The Scotch Whisky Association (SWA), claims that many distilleries believe Brexit has given tourism a boost, with more visitors coming to Scotland because of the weak pound and spending more at distilleries on their visits.

No longer is a whisky just to be consumed neat or as a chaser. The recent rise of mixology and alcohol innovation has massively broadened the parameters of the acceptable way to enjoy a good dram. Traditionalists may sneer but the goalposts have moved for good. Water, ice and mixers are now totally fair game, as is using high-quality single malt in cocktails – both in bars and at home. The Smoky Cokey – a simple cocktail that mixes a smoky whisky such as Lagavulin 16 with flat cola – is a hit not just with consumers, but the wider whisky community as well.

Mixology grown and evolved in recent years, and nowhere is this more apparent than the status of those within the industry. The modern mixologist is no longer seen as ‘just’ a bartender, but as a serious drinks professional, and even an artist, in their own right.