What is the future of this much-loved spirit, steeped in history, in an age of globalisation, climate change and shifting tastes?
Whisky is a spirit that is synonymous with status and sophistication, with history telling us that it’s the drink of choice for presidents and CEOs, and that whisky captivated the imagination of the greatest poets, thinkers, and songwriters.
But it wasn’t always so. It’s been in the making, in one form or another, since the fifteenth century, originally a warming drink for the poor, borne of subsistence farming. So how was it transformed into a luxury product for the monied classes, and what might it become in the future?
There are now over eight-hundred distilleries making whisky in the United States, compared to less than fifty only twenty years ago. Canada, Australia, New Zealand, China, India and most European nations are now flooded with new distilleries and awash with whisky.
Yet new generations are drinking less alcohol. Global warming is impacting production. Increased governmental restrictions and health lobbyists are changing public attitudes. Could overproduction, high prices and more mindful consumers mean the future of whisky is in trouble? Or can an abundance of choice and a more tailored, authentic whisky experience, helped by AI technology advancements and eco-friendly practices, mean the future is bright?
Whisky expert and proud Scotsman Simon Roser takes us on a journey where the future of whisky may be uncertain, but is ripe with possibilities.
