Lesser-known whisky/whiskey-producing regions are “refusing to accept the status quo” and challenging Scotch brands at the higher-value end, according to a recent report.
An article in September’s Global Drinks Intel magazine has heard from a raft of emerging distillers about the opportunity available in premium-plus whisky/whiskey. The landscape, long dominated by “luxury blends and single malts” has shifted thanks to sorties by American and Irish whiskey brand owners, coinciding with a consumer appetite to experiment more.
“We’ve seen the world order of wine change long ago from the Old World … to the New World,” said Heemanshu Ashar, global brand ambassador for Indian single malt Paul John at John Distilleries. “Similarly, the whisky/whiskey industry has taken up its wheel to turn outside Scotch with Irish, Welsh, American Bourbons and ryes, to Asia with Japan, Taiwan and India.”
The rise of ‘New World whisky/whiskey’ also comes as Chinese consumers have upped their interest in the category. Sandra Tsai, brand ambassador for Taiwanese single malt Kavalan, told Global Drinks Intel that Kavalan owner King Car has positioned “the hugely promising Chinese market (as a) clear priority”.
The September issue of Global Drinks Intel magazine has been published this week. For more details, including how to subscribe to Global Drinks Intel, click here.
