As we start the whisky journey in 2024, the Scottish blended whisky market is experiencing a renaissance. Blended whisky is no longer in the shadow of single malts; it has stepped into the spotlight with innovation, exciting flavour profiles, and a growing fan base. It is evident that this category is stepping up its game. Blends are no longer just a budget-friendly alternative; they are innovative, unique, and enticing.
Blends have always sold more than malts, but the money has always been in malt whisky and certainly over the past few years the category has suffered due to the fact that perhaps some trust had been lost when it came to blends. But that is all changing and that is down to some great new blends that are invigorating the market.
The blended whisky market is expected to experience significant growth in the coming years, due in-part to attracting a wider consumer base, affordability, an increased demand for premium blends combined with new flavours, innovative blends, and effective marketing tactics which will all play a role in pushing blends to the forefront. Globally the blended whisky market is benefitting from the growing popularity of craft and artisanal whiskies, which has in turn created a demand for different, higher quality blends which appeal to the evolving taste preferences of consumers.
Licensees the DRAM spoke to attribute some of the growing popularity of blends to the fact that malts are becoming more expensive. It seems like the cash conscious consumer has come to the conclusion that uber-premium releases may have to take a back seat until they have more cash in the bank, and with such good quality and innovative blends on the market there has never been more choice.
It also helps that consumers today are more promiscuous – they are not afraid to try out new brands right across the board and are looking for brands that innovate and market themselves. They are all also less likely make their whisky choice based solely on heritage and are actively seeking out new, interesting flavour experiences. It helps that distillers like Borders Whisky, Woven, Sweetdram, Turntable Blending House and Compass are challenging conventions. The are showcasing their blended whiskies which they say can be as exciting and diverse as single malts.
Borders Whisky uses the catchphrase, “Some people say there is nothing new about whisky… we disagree”, and they have set out to prove it with the launch of the first whisky blend to leave the distillery in 185 years – Borders Malt & Rye. Woven has unveiled 15 individual limited editions, some with quantities as scarce as 27 bottles. This drive for uniqueness is redefining the blended whisky landscape.
Small producers have also found creative solutions to the problem of cask scarcity. Sweetdram, for example, purchases new make spirit and ages it in-house, allowing for greater control over flavour profiles. Then there is the Leith Export Co. which adopts a solerastyle method for blending, creating an ever-evolving product with each batch distinct from the last and Borders Distillery is encouraging people to buy their very own cask of New Make Spirit, which has been distilled at The Borders Distillery in Hawick.
But with more and more distilleries opening – 17 over the last three years, meaning there are now 148 distilleries in Scotland (Scotch Whisky Association) compared to 131 in 2020 – there is no shortage of news, and this makes whisky even more interesting to consumers.
It also helps when the biggest selling blend in Scotland embarks on a new campaign and at the tail end of last year The Famous Grouse did that with the launch of its “Full of Character” global campaign which aims to introduce a new generation of whisky enthusiasts to its charms. Its marketing emphasises the versatility, accessibility and fixability of the brand. This campaign, along with its rich heritage, positions The Famous Grouse as a compelling option in 2024.
For bar and hotel operators, understanding the evolving preferences of whisky enthusiasts is key to success in 2024. Here are some trends and opportunities to consider:
- A Diverse Blended Whisky Offering: Embrace the diverse range of blended whiskies on the market.
- Explore unique flavour profiles, limited editions, and small batch releases.
- Craft Whisky Cocktails: The popularity of whisky-based cocktails is on the rise. In 2023, cocktails like Old Fashioneds, Whisky Sours, and Manhattans gained prominence. Incorporate these classics into your menu, and experiment with innovative whisky-based cocktails to cater to a wider audience.
- Whisky Tasting Experiences: Engage your customers with whisky tasting experiences. Showcasing the craftsmanship behind blended whisky production and the art of blending. And why not consider hosting events and tastings to educate and entertain your customers.
The Scotch whisky industry is not just about a beverage; it’s a powerhouse of economic significance. In 2024, it contributed a staggering £7.1 billion to the UK economy, as highlighted in a recent article by the Scotch Whisky Association. This economic impact serves as a testament to the industry’s resilience and vitality and there is no reason why licensees shouldn’t get a chunk of that if they play their blends right.
