Opinion by Angad Singh Gandhi, Brand Ambassador, Glenfiddich India
Whisky has been a part of the culture of Scotland for centuries. The oldest record of distilling whisky dates back to it appearing in government records of 1494. While early whiskies were likely to be rough and potent, advances in distillation and maturing methods over the years saw the spirit gradually coming to resemble whiskey as we know it today.
Single malts may have been popular in Scotland, but outside people were used to drinking blended whiskies. Therefore in 1963, Sandy Grant Gordon, the great-grandson of William Grant Gordon (founder of Glenfiddich), took to New York to change the way the world consumed whiskies and introduced single malts. The industry was sceptical, but the public seemed to love it.
Today, even in the twentieth century, single malts continue to be a preferred spirit by whiskey connoisseurs and are growing year-on-year. But the way the spirit is perceived and approached has changed drastically. While the single malt drinker continues to be one who enjoys the finer things in life, they are no longer restricted to an older audience. As compared to previous times when single malts were more popular among men, the trend has shifted substantially to both the genders. Women are becoming an integral part of the category not just as consumers but also as distillers, enthusiasts, brand ambassadors and bartenders.
Innovation within the single malt category has been one of the key reasons for it to remain relevant through decades. Experimental single malt variants have gained high prominence with the new age whiskey drinkers that are willing to experiment with their single malts.
While, the art of truly enjoying your single malt is a beautiful experience, it differs for everyone. Experiential tastings and pairings have helped in continuous consumer awareness and consistent interest in the single malt category. Consuming your single malt with food opens a new world of aroma. The goal is to pair it with ingredients and spices that enhance the flavour of the single malt, rather than over power it. Single malts surprisingly work well with desserts and fine teas. The varied styles of enjoying single malts today are endless, be it through food or unique serves. This allows the spirit to be enjoyed by both whiskey and non-whiskey drinkers alike. Whiskies from other countries and regions have also added to a growth in the overcall category.
As we hope that the ‘water of life’ stays for generations to cherish and enjoy, for now sit back and enjoy your favourite dram the way you like it! Slainte!
Did you know?
India drinks over three times more whiskey than any other country. As per research from Bank of America Merrill Lynch, India consumes 1.548 billion litres of whiskey, blowing past the number two country, America, which consumed a measly 462 million litres.
