Uploaded June 2023 | Updated September 2026, 2 weeks ago
Back in 2020 we enjoyed a session looking at the sudden rise in prices, mature stock and general global demand for whisky. Focussing on scotch we reassured ourselves things looked bright for us as enthusiasts.
Taking inspiration from Mark Twain's quote: "Too much of anything is bad, too much good whisky is barely enough" we considered the effects on the global boom and what it might mean to our choice and ability to continue to afford good whisky. After all was said and done, the TL;DR was, everything's going to be fine. There's millions of whisky.
Well, it's three years on and things continue to change.
Cask investment continues, bottle collectors and investors drive the headline-grabbing prices ever higher while rising costs and strains on resources remain a concern for everyone. Looking at things in a certain way, things can look bleak for the drinker. This is against a backdrop of global thirst for whisky like nothing we’ve seen before.
The Spirits Business just released some interesting data. As a category, Scotch (all scotch) broke the £6b mark for the first time and marches onwards, with huge growth reported in the blend and premium sectors. This puts huge strain on current stocks as the industry builds towards the future.
So what of us? What of those who want good quality, integrity bottlings at fair prices? What do we do? Where do we look? What's actually happening out there? Well, being no expert on any of these things I tried to process and check on things, in a general sense. Meaning I poured a larger measure than usual and fell into the glass, my thoughts and a rabbit hole. It gave me a look-through-the-letterbox at the future of whisky for the geek, if you like, and I think what I found is interesting.
I'd like to share it with you, because if we want to continue following our passion for the stuff, the way we look at whisky is going to have to change.
I really hope to see you there!
thespiritsbusiness.com/issue/the-brand-champions-2023
0:00 - Opening
2:28 - The reason for tonight's 'tiredness'
4:28 - Welcoming in the lounge
11:28 - What's in the glass? Clynelish 14yo
15:03 - What's the 'Amber Rush'?
21:18 - 15 years of increase in scale
37:47 - A neat summary from Barfly Jim Morse
41:00 - Bottle 1: Lagg Kilmory
52:20 - Playing with ice to check filtration
56:46 - Bottle 2: Glenglassaugh 12yo 2023 release
1:09:28 - Brand loyalty will cost you money & summary
1:16:41 - The price of whisky in 2023 and what it should be
1:31:50 - Bottle 3: Lochlea Cask Strength
1:45:08 - Quiz at the End
Aqvavitae, the channel and the vPubs are funded by Patrons. patreon.com/aqvavitae
The vPubs are kept ad free by the fantastic Barflies, you can by becoming a member via YouTube for 1.99 per month (£, €, or $)
Thank you for supporting independent opinion in whisky.
Back in 2020 we enjoyed a session looking at the sudden rise in prices, mature stock and general global demand for whisky. Focussing on scotch we reassured ourselves things looked bright for us as enthusiasts.
Taking inspiration from Mark Twain's quote: "Too much of anything is bad, too much good whisky is barely enough" we considered the effects on the global boom and what it might mean to our choice and ability to continue to afford good whisky. After all was said and done, the TL;DR was, everything's going to be fine. There's millions of whisky.
Well, it's three years on and things continue to change.
Cask investment continues, bottle collectors and investors drive the headline-grabbing prices ever higher while rising costs and strains on resources remain a concern for everyone. Looking at things in a certain way, things can look bleak for the drinker. This is against a backdrop of global thirst for whisky like nothing we’ve seen before.
The Spirits Business just released some interesting data. As a category, Scotch (all scotch) broke the £6b mark for the first time and marches onwards, with huge growth reported in the blend and premium sectors. This puts huge strain on current stocks as the industry builds towards the future.
So what of us? What of those who want good quality, integrity bottlings at fair prices? What do we do? Where do we look? What's actually happening out there? Well, being no expert on any of these things I tried to process and check on things, in a general sense. Meaning I poured a larger measure than usual and fell into the glass, my thoughts and a rabbit hole. It gave me a look-through-the-letterbox at the future of whisky for the geek, if you like, and I think what I found is interesting.
I'd like to share it with you, because if we want to continue following our passion for the stuff, the way we look at whisky is going to have to change.
I really hope to see you there!
thespiritsbusiness.com/issue/the-brand-champions-2023
0:00 - Opening
2:28 - The reason for tonight's 'tiredness'
4:28 - Welcoming in the lounge
11:28 - What's in the glass? Clynelish 14yo
15:03 - What's the 'Amber Rush'?
21:18 - 15 years of increase in scale
37:47 - A neat summary from Barfly Jim Morse
41:00 - Bottle 1: Lagg Kilmory
52:20 - Playing with ice to check filtration
56:46 - Bottle 2: Glenglassaugh 12yo 2023 release
1:09:28 - Brand loyalty will cost you money & summary
1:16:41 - The price of whisky in 2023 and what it should be
1:31:50 - Bottle 3: Lochlea Cask Strength
1:45:08 - Quiz at the End
Aqvavitae, the channel and the vPubs are funded by Patrons. patreon.com/aqvavitae
The vPubs are kept ad free by the fantastic Barflies, you can by becoming a member via YouTube for 1.99 per month (£, €, or $)
Thank you for supporting independent opinion in whisky.
