AI IN THE WORLD OF WHISKY

 The Use Of Artificial Intelligence In Whisky Production

The use of AI within beverage alcohol has grown out of its infancy and the technology, mostly used in new product formulation, often linked to marketing activity and driving increased efficiency across company operations, is now seen as a research tool and an aid to new product development with the potential to deliver additional benefits across company operations, from revenue and real time supply chain management to production efficiency.

How Will AI Impact Spirits?

A June 2023 seminar ‘The Nature of Sensorial AI’ held in partnership with Preferabli, a prominent B2B2C discovery and recommendation software for the wine, spirits and food product industry, looked at how AI was being used in the wine and spirits industry and how the technology might develop, given its propensity for rapid self-multiplication. As its use spread, artificial intelligence (AI) was found marching into various industries to help with new product development, marketing and in the improvement of business operations. It wouldn’t be too difficult to assess how it could benefit companies in the alcohol sector. The unasked question was: Would it a pose a risk to creativity and jobs?

Labelled food and drink have a specification linking the product to the experience. Vodka or water was defined by being tasteless, and if a premium experience was to be delivered there, it had to be connected to a sort of physical seasoning or some other kind of multi-sensory experience that went beyond the drink. Only then would one deliver more, building a differentiated product while more tastes converged.

The prevailing ambience was another important element in a service setting, as it influenced the obtaining mood greatly. Simply changing the lighting or playing music had a profound impact on taste. One had to go beyond the normal range of experience to deliver extraordinary tasting experiences. For instance, Glenmorangie had created three short films some time back which focussed on three frontline whiskies, The Original, Lasanta and Signet and 'communicated the sensorial nature of whisky' using 'pioneering online techniques' to test extraordinary tasting experiences with whisky using Autonomous Sensory Meridian Response (ASMR)* triggers, so that consumers could ‘feel’ the taste of Glenmorangie. Evidently, the world was redefining what constituted a luxurious experience.

Generative AI, which can produce text, images, or video, could be applied in the industry. Brand owners could use generative AI to market their products, using several AI opportunities in the market like customisation to take personalisation to the next level to an unprecedented scale. Creativity followed suit. When humans worked with AI, benefits increased and made the interactor more creative. Soon there would be AI tools that would do a task themselves, doing away with the current need of a lot of human input and building increased context windows… tools that could actually keep much more in their memory.

The role that AI plays in informal gatherings like Cocktails led to a consensus that the aim should be the widest reach and diversity as possible. It was for the players concerned to think about how AI could be employed in a way that didn’t lead to AI writing the menu. That would be self-defeating because that meant the replacement of the players by AI; what was required was implementation in a way that was both satiating and interesting. Thus the AI platform was to be given menus based on core ingredients and allow the AI generating software to generate the imagery for applicable menus and coasters. Ideally, this would be interactive, examining the AI- created imagery and punching in a few more ingredients to just see what the software visualised - a neat playful way of integrating [AI] without it taking away our agency creativity. 

Diageo’s recent collaboration with AI Palette had revealed key flavour trends for 2024 including umami, spicy, tropical and ‘bloom harvest’. Creativity was essential in gathering the ingredients, flavours and drinks, at a time where everyone had access to just about every ingredient on the planet. Trends were usually manated by macrocultural events like movies, art or fashion. In 2023,  Barbiemania saw everyone going to pink drinks; this year Starbucks collaborated with Pantone, an iconic brand in fashion and design, to introduce an exclusive Pantone-inspired merchandise collection available at select Starbucks stores across Asia Pacific. Quite evidently, drink trends follow macrocultural movements.

Software Development

Besides Preferabli, another software tool Proofworks was included in the discussions. The response to the query whether AI could replace roles in the industry met with the response that the AI kits were not replacing anyone, but broadly optimisation of production and supply chain in the wine and spirits industry while combating counterfeiting. There are elements of software that are replacing some jobs but at the same time creating others, but in the narrow field of wine and spirits software machine learning, there is no eradication of jobs. This is all amplification and expansion.

From a consumer perspective, not everyone has access to go to a whisky tasting or visit a distillery or be guided on their wine journey. Digital tools can thus be used to do the switching and re-scaling, leaving them more accessible to bigger audiences. In terms of actual distilleries themselves, the processes there are being optimised. But it’s to free up distillers to do things that they’re great at: creating new recipes, innovating in other ways.

The use of Artificial Intelligence (AI) in whisky production marks a bold step into the future while respecting and preserving the past. Distilleries, both venerable and new, harness AI to refine their craft, ensuring consistency, enhancing flavours, and even creating new blends that challenge the very notion of what whisky can be. To begin with, the most significant impact of AI in whisky production is in the creation of flavour profiles. Traditional whisky making relies heavily on human expertise and intuition to develop flavours. However, AI introduces a new dimension to this process using historical recipes, sales data, and customer preferences to generate a recipe that promises to be both popular and innovative.

Next, AI is also playing a critical role in ensuring consistency and quality in whisky production. Distilleries like Macallan take advantage of AI-driven sensors and data analytics to monitor and control every stage of the whisky-making process. From fermentation to ageing, AI tools help in maintaining the optimal conditions needed for producing consistent, high-quality whisky. Moreover, to maximise the value from this enhanced process, Macallan is also leveraging AI to train its staff in optimised distilling processes, thereby embracing the people, process and technology aspects of any good innovation.

AI is being used to advise new product development and guide subsequent marketing campaigns; for instance, online drinks retailer The Whisky Exchange used AI to design labels for a luxury collection of 12 bottles of The Glenlivet 50-year-old single malt, sold for €40,000 a bottle to mark the distillery’s bicentenary in 2024.

Sustainability stands out as a crucial area where AI is making great strides. Distilleries are increasingly leveraging AI to enhance resource efficiency and cut down on waste. Take Glenfiddich, for instance; they've begun implementing AI to reduce energy consumption and streamline the management of by-products, ultimately fostering a more sustainable whisky production process. Amazingly enough, this has allowed them to even fuel their trucks with whisky waste.

The Art and Science of AI-Blended Whisky

AI-created spirit reflects the potential of AI in crafting unique flavour profiles to boost quality enhancement. Distilleries like Jameson are exploring AI to monitor the ageing process. Sensor-equipped AI systems can analyse the chemical composition of the whisky as it ages, thereby guaranteeing batch standards as projected. The next step could well be customised whisky, wherein a batch of whisky is specifically tailored for the tastebuds of a specific customer. This goes a step beyond flavour profiles, which is essentially matching new make output to historic profiles. With AI, whisky producers can now manage whisky making at nanoscales without incurring a cost penalty, enabling an entirely new brand of premiumised services within the industry. Such an approach will offer a markedly personal and taste-specific experience, transforming consumer interaction with whisky brands radically.

Enhancing the Digital Distillation Era

The constants in whisky production were easily digitised, leaving only the imponderables, like weather, olfactory and sensory inputs, mash bill variations to human intervention. However, this was one area Artificial Intelligence (AI) could play a major role, the very prospect of which could be both exhilarating and profound. The combination of AI with traditional distilling methods is not just about creating better whisky; it's about re-imagining the entire whisky experience. For whisky enthusiasts, distillers, and innovators, AI is an invitation to join a journey that respects tradition while boldly embracing the future. For whisky producers, AI unlocks product efficiencies, a new set of blends, and level of precision flavour that distillers only dreamed about.

Proponents of AI maintain the spirits industry can enhance operations efficiency, innovate with new products and recipes, improve customer experiences, and stay competitive in a dynamic market.

* ASMR is a tingling sensation that some people experience in response to audiovisual stimuli. The response usually starts as tingling or warmth in the head and moves throughout the body. Some people report feelings of well-being and relaxation when experiencing this.

NAS WHISKY: A RETHINK

THE RETURN OF THE AGE STATED WHISKY BOTTLE

Why Did NAS Whisky Become Popular In The First Place?

Whisky as a whole has seen a surge in popularity in the last 10 to 15 years. As a result, once-plentiful supplies of aged whiskies have dwindled. Moreover, numerous distilleries have started up in the past decade and are now rolling out their brands, from young (3 YO) to not so young (7+YO).Because fewer aged whiskies can be found on the shelves, NAS whisky has become more common.

At the very beginning of Scotch whisky when there were farm distilleries, people didn’t put an age on their whisky. There are some extraordinarily fine whiskies that don’t carry an age statement, and just because one doesn’t have an age label doesn’t mean there aren’t some old and rare whiskies in the bottle. What it means is that one has greater scope and a bigger palette – like an artist, there is a broader canvas to play on.

Second, it’s very much about maturity, not age. If one is using the very finest wood, some casks will reach a peak at different times from others. Macallan, with their 1824 Series and 1824 Collection, really took the shackles off their Whisky Maker Bob Dalgarno. He could pick any whisky out there and use it at the peak of perfection, just like picking an apple off a tree when it’s perfectly ripe and not on some given date.

Given carte blanche, he did so. For instance, the Macallan Rare Cask is about extremely rare whiskies chosen from 256 casks a year for a specific character or colour, irrespective of age. It’s about changing the paradigm and opening up endless possibilities for whisky makers to make beautiful whiskies.

Scotch whisky must be about supreme quality. It must be about the producers, as guardians of that facet, making sure that the right quality goes into the right bottle. It’s in everybody's best interests to have superlative whiskies on offer, whether they carry an age statement or not, and there is genuinely no indication people in the industry are trying to hoodwink the consumer in any way.

On the contrary, everybody is trying to make the best use of their stocks to produce interesting, innovative new products at a very high quality across a broader spectrum than hitherto. “Non-age” does not equate to young whiskies. Some of the whiskies may be incredibly old and rare, and some may be more youthful to give vitality and zest to the whisky. It is taking the category back to its roots. It is another innovation to make sure Scotch remains relevant, interesting and the best spirit in the world. And, above all, it’s about maturity, not age.

That may sound like a letdown to those who are accustomed to drinking aged whisky, but there’s no need to blame whisky newcomers for depleting supply. NAS whisky can be every bit as tasteful and sophisticated as aged whisky, and it has opened the floodgates for whisky distillers to experiment with new blends that can revolutionise the whisky-drinking experience!

Although NAS whisky has experienced a popularity boom in recent years, it’s actually been around for a long time. Glenmorangie, Ardbeg, Kilchoman, Glenfiddich, Laphroaig, Johnnie Walker and a host of Blended Scotch in the 3-8 YO Whisky group are well-known examples of an NAS whisky that has been around for a good while. None of these have suffered a loss of reputation as being among the world’s popular whiskies.

How Is NAS Whisky Different From The Standard?

When people see a NAS whisky available for sale, they often assume that it hasn’t aged at all. Well, when it comes to whisky, matters of age are a little more complicated than may be thought of. It is very likely that a bottle of NAS whisky actually contains a blend of multiple different whiskies of different ages. Variety can inject the perfect amount of flavour into the glass. The increase in the popularity of NAS whiskies has given distillers and mixologists more liberty to innovate in creating different blends. While the lack of emphasis on the age of the whisky may get some of the most stringent purists worked up, it’s an opportunity for whisky fans to move beyond age as the sole indicator of quality. Why be constrained by a traditionalist mindset that doesn’t actually reflect the quality of the drink?

The Problem Of Marketing

Ultimately the issue is one of marketing. Having spent decades convincing drinkers to opt for older bottlings over younger ones made consumers favour older expressions; a change of tune understandably concerned those very consumers that a young age was unfavourable. To overcome this disadvantage, many distillers have opted to forego the age indication in favour of a memorable name such as Talisker Port Ruighe, Ardbeg Uigeadail, Ledaig Sinclair Series, Glenmorangie Nectar D'or, Laphroaig PX Cask, Glenfiddich XX or Glenlivet Alpha. Coined “flavour-led expressions” by the marketing departments, distilleries argue that the benefits of NAS outweigh the risks:

• More leeway for the master blender

• More variety and more choice

• Younger whiskies are given a chance

• Prices are lower than longer matured equivalents

Advantages Of NAS Whisky

How have distillers used the rise of NAS whisky to their advantage, you may ask? Blending whiskies of different ages enable them to focus on other aspects of a quality spirit. These special elements include relevant issues like colour, flavour, and technique. Increased attention to flavour never goes unnoticed by discerning drinkers. Moreover, a wider range of colour possibilities opens up new aesthetic avenues for distillers and bartenders. If one has ever wanted to see how two or more of one’s favourite whiskies taste when blended together, the movement toward NAS provides more opportunities than ever to do just that.

Removing the age statement from whisky labels is proving controversial, not least because it goes against received wisdom. For decades the industry promoted an 'older the better' mentality and backed it up with pricing. It became set in stone that single malts and posh blends begin at around 12 years old, and steadily improve further thereafter.

There has been an explosion in demand for premium aged whiskies that few in the industry were able to predict. Malts like Macallan have become a victim of their own success. So it has been slowly erasing the digits from its labels to become a NAS whisky, with its 1824 Series based on colour – starting with 'Gold' from where you can trade up to 'Amber', 'Sienna' and 'Ruby'.

The official line is that it's not about any shortage of whisky stocks, but about releasing the creativity of Macallan's whisky maker from the shackles of age. And it is perfectly true that age is no guarantee of quality, because that depends on the quality of the wood used during maturation. Spirit filled into a knackered barrel with nothing left to give will never properly mature. A barrel fresh from Kentucky after two years full of Bourbon, in contrast, will age a Scotch whisky much better and faster.

Today most single malts have NAS variants, from Jura to Talisker. In some duty-free shops they apparently account for half the sales. Macallan's colour-coded approach feels more mainstream in its home market too. So much so, that today the cheapest age-statement Macallan left in the UK is the 18 year-old retailing at £135.

Yet in Asia and America, most bottles still carry a number. There are dark mutterings on the whisky panoply about 'age drift' – where a premium blend or malt will gradually reduce the average age of its whiskies while retaining the same label and price. There's an obvious incentive to bottle younger, with those pesky 'angels' at Scotland's cask warehouses hoovering up the equivalent of 150 million bottles of Scotch a year through evaporation. But how far distillers can push it will depend on the strength of their brands. There are certainly reservations in the industry about all this. To abandon the well-accepted, if imperfect, benchmark of age demands huge trust amongst consumers.

ARE WE IN AN ERA OF AGE STATED SCOTCH?

Following a flurry of no-age-statement releases a decade ago, the past 12 months have produced multiple age-statement bottlings – and significant ones at that. Ten years back, many brands peddled the ‘flavour-forward’ message as a good thing in regard to the development of NAS bottlings. Removing age statements, they argued, afforded blenders greater flavour potential. However, more cynical drinkers loudly lamented the lack of double digits adorning their favourite bottles.

Consider the popular single malt, Talisker. This dram has always been great value. Usually bottled at 45.8%, it offered more bang for a buck in the old days. Back then, it was offered as an 8- or 12-year-old for the trade. But that was before the sales of single malts took off. Effectively, as of now, there are 16 ‘standard’ expressions, 12 bottlings with age statements, and four with NAS.

Of these 16 expressions, however, only three meet my personal expense ceiling and of these, two are NAS malts: Talisker Skye and Talisker Storm. Only the 10-year-old trade bottling exists in this group. The other bottlings are priced from just below £50 (another NAS) to £699 for a 35-year-old distilled in 1977. And the portentous news that Talisker is to undergo a complete transformation, from the floor upwards! Clearly the average buyer cannot figure greatly in the future marketing plans for Talisker, but many other distillers are not adopting NAS for their core ranges. Arran is a great example.

Avid fans will likely recall the uproar that surrounded the discontinuation of The Glenlivet 12 in 2015 in Germany and the UK, which was replaced by a permanent NAS whisky, Founder’s Reserve, to alleviate pressure on the distillery’s dwindling aged stock. It was several years before the 12-year-old made a reappearance, with a limited number of bottles reintroduced in the UK in summer 2018, ahead of other markets, an example of the long-running age versus no-age predicament.

One school of thought feels that industry moved into NAS because it didn’t have enough 10-year-old, 12-year-old, or 15-year-old whisky to supply those sorts of brands. The move wasn’t quality driven or specifically on purpose; it was need-driven and time would sort matters out.

But change has been afoot in the past six to 12 months. A plethora of aged whiskies – starting from the high teens and climbing up to 50-plus years – have joined portfolios, not just as limited releases, but as permanent additions. First, Speyside distiller Longmorn committed to only bottling whiskies aged for 18 years or more as it introduced two new single malts: Longmorn 18 Years Old, and Longmorn 22 Years Old. Then, Islay’s Bruichladdich launched its first high-age-statement whiskies as the first bottlings in its Luxury Redefined range: an 18-year-old Bruichladdich and a 30-year-old, the latter priced at £1,500 (US$1,935), along with the fully sustainable recycled paper outer wrap-can Bruichladdich Twenty One. In April, William Grant & Sons debuted blended Scotch brand Wildmoor, a seven-strong set of whiskies aged between 21 and 40 years, before The Glen Grant unveiled The Glasshouse Collection in June, comprising 21-, 25-, and 30-year-old whiskies. 2024 has welcomed age statements galore.

This recent development is an indication that stock management has improved across the board. There is a reservoir of aged stock now so The Glenlivets of this world can move back to the 12, Glenmorangie can move from 10 to 12 years, indeed move back to a little older stock. Pernod Ricard’s release of an 18- and a 22-year-old Longmorn was quite unusual when they didn’t even have a 10 or 12 on the shelves already.

Longmorn’s higher-aged releases appeal to the collector. The collectors are experts and epicureans, established professionals who are interested in learning more about rare spirits and love to be seen as ‘in the know’. They have high standards and expectations, and want to keep exploring their passions – arguably cementing that this is a new era of whisky appreciation where age statements are more understood and appreciated than ever, while reinforcing the fact that age is not the only marker of quality.

While older Scotch whiskies do spell good news for consumers, they present their own challenges, too. Stock inventories have, perhaps, tipped too far into a surplus, which could present problems for producers. Owners have full warehouses and are not able to sell. As the stock gets older, there’s always the drive or potential to increase the price. But if there is excess stock, some 13-, 14-, 15-year-olds may have to be used in 10-year-old or 12-year-old releases, and that’s not realising the full value of that stock. It’s a balancing act in how far one can go to realise the potential of one’s stock.

There is also the risk that the category’s work to democratise Scotch – by dispelling past narratives about who a Scotch whisky drinker is, and rules about how it should be enjoyed – could come undone. It is widely agreed that age is no indication of quality. However, age does, understandably, command a higher price tag. With a strong focus on older, aged whiskies, Scotch brands must be careful not to confuse consumers away from their core message that Scotch is a spirit for everyone. 

The Glen Grant camp is a great example that there is a whisky for everyone. They offer a permanent collection of six exceptional age-statement whiskies that range from a 10-year-old to a 30-year-old. They are committed to maintaining a strong core range, and, at the same time, expanding their luxury offerings, which helps to ensure that they have an offering for the collector’s and luxury market, while also providing high-quality options that are accessible to a wider range of whisky enthusiasts. Their Gift Packs with the Glen Grant 18 are excellent, with either a crystal decanter or two whisky glasses added.

With the rising interest and growth coming from newer whisky-producing regions, age is currently Scotch whisky’s ace card. Distillers want to introduce products with higher age statements because it’s their current advantage in Scotch. This has forced new products to be introduced at greater age statements. That also hopefully has a halo effect down to younger expressions too, but it does differentiate them from all the upstarts in America, Australia, or [the rest of] the UK.

That is one heck of a racist statement. India is the largest producer and consumer of whisky, importing the largest quantity of Scotch whisky. Taiwan and Japan are major players, with better products, albeit at higher prices. The Scotch industry is trying to stay ahead of the rest of the world. Quality products are coming out of other countries. Scotch whisky cannot live off history and tradition, which they’re great at; they need to have a premium product that is quality, and, to do so, they have to manage their stocks well. But if you look at the world today, you don’t know what’s going to happen. Another Covid? Another Ukraine war? Can anyone predict two days ahead, let alone plan for 10 or 12 years?

The years will tell whether producers can, and will, produce age-statement whiskies at pace. I carry an age statement and would like my whiskies to carry their too. But, answering the original question: are we in a new era of age-statement Scotch whisky? Yes, we are.

AMRUT DOMINATES WORLD STAGE

Amrut HAS MULTIPLE SUCCESSES IN 2024 COMPETITIONS

'BEST DISTILLERY IN THE WORLD' AT ASIAN WHISKY AND SPIRITS COMPETITION

Amrut Distilleries has been awarded the title of "Best Distillery in the World" - Asian Whisky at the 2024 Tokyo Whisky and Spirits Competition. With this accolade, Amrut adds to its collection of over 350 awards, affirming its reputation as a leader in the luxury premium spirits market.

Tokyo Whisky and Spirits Competition (TWSC) is the only Japanese and the largest Asian competition for Distilled Spirits. It is dedicated to evaluating whiskies and spirits from around the globe. Held annually in March since 2019, this competition is hosted by the Japan Whisky Research Center and focuses on showcasing spirits that suit Japanese tastes.

The judging process involves 300 industry experts and takes place in two phases: an initial remote screening in January and February, followed by the final round in Tokyo in March. In 2020, the event expanded into two categories: one for Western spirits and another for shochu. The top accolade awarded is Superior Gold, with Gold, Silver, and Bronze medals also being given.

TWSC judges entries through blind tasting, where the brand names are not revealed to the judges. This method is particularly rigorous and fair, distinguishing it from other world-renowned competitions. According to TWSC press release, 832 spirits were entered from around the world this year, with the awards being decided, based on scores of 295 experts in Japan. Each entry was judged by minimum of 8 judges.

This year, Amrut stood out in a competitive field that features distilleries from Taiwan, Japan and other parts of India. Amrut has been winning accolades in the west, and now with this prestigious award in Japan, Amrut has completed a sweep across the globe. Amrut Fusion's victory over these prestigious single malts showcases the distillery’s unparalleled ability to produce award-winning whiskies that are cherished by enthusiasts worldwide. The Japanese honour for precision and excellence complements Amrut’s unique whisky-making approach.

"WORLD'S BEST WHISKY" TITLE AT 2024 INTERNATIONAL SPIRITS CHALLENGE LONDON

THE INTERNATIONAL SPIRITS CHALLENGE (ISC) is the longest running dedicated spirits competition in the world, a legacy built on reputation, trust, respect and nigh on 30 years of experience. It is open to anyone who produces, markets or sells spirits from any country, including distillers, producers, distributors, agents, pr agencies, independent retailers, retail chains, supermarkets and wholesalers. All spirits must be entered with the permission of the brand owners.

Their challenge is established through a precise and independent judging process, which serves to encourage the high calibre of spirits, designs and campaigns entered into the competition each year. Receiving thousands of entries from over 70 countries worldwide makes the ISC a truly global competition. It is supported by many of the world's leading spirits producers as the international standard for quality and excellence. Winning an ISC award is indeed an impressive achievement for any spirit that passes the scrupulous blind assessment from our experienced panel of specialist judges.

Chaired by Richard Paterson OBE, with 50 years in the Industry, the last 46 years with Whyte & Mackay Distillers, the judging panel comprises:
David Stewart, William Grant & Sons
Billy Leighton, Irish Distillers
Bill Lumsden, Glenmorangie
Gordon Motion, Edrington
Hiromi Ozaki, The Nikka Whisky Distilling Co
Shinji Fukuyo, Suntory Limited
Randy Hudson, Triple Eight Distillery on Nantucket
Julia Nourney, Freelance
Frances Jack, Scotch Whisky Research Institution
Angela d'Orazio, Freelance and
Sam Simmons, Atom Brands

The esteemed accolade, part of a prestigious competition featuring top global whisky brands, highlights Amrut's exceptional performance with five gold medals in the competitive "World Whisky Category." Led by its flagship single malt, Amrut Fusion, the distillery's success underscores India's growing prominence in the international spirits arena and its commitment to crafting whiskies of unparalleled quality and taste.

The 29th edition of the Challenge, held in London, featured top whisky brands worldwide, including prominent names from Scotland, Ireland, and Japan. Amrut Distilleries distinguished itself by securing five gold medals in the fiercely competitive "World Whisky Category," setting a new standard for India. Apart from Amrut Fusion, other whiskies that won awards include Amalgam Malt Whisky, Nativity Indian Single Malt Whisky (Travel Edition), Indian Single Malt Whisky Cask Strength, and Peated Single Malt Whisky. Overall, Amrut Fusion has won over 40 international awards; this recognition highlights Amrut's commitment to excellence and craftsmanship, establishing it as a leader among luxury spirit producers globally.

The International Spirits Challenge is renowned for its rigorous judging standards and prestigious awards, celebrating the artistry and skill behind whisky distilling worldwide. Amrut Distilleries' accolade as the "World's Best Whisky" at the 2024 Challenge not only reflects its ongoing pursuit of excellence but also elevates the profile of Indian whisky on the global spirits landscape.

AMRUT’S SINGLE MALT EMERGES WINNER AT WHISKIES OF THE WORLD

At the recent Whiskies of the World Competition held in the USA, Amrut’s Triparva Single Malt whisky was awarded the top honour of “Best in Class” alongside a gold medal, while the ever-celebrated Amrut Fusion Single Malt Whisky secured a double gold. Competing against renowned distillers from across the globe, Amrut’s triumphs were judged by a panel of 100 experts and distinguished jury members.

The art of triple distillation, once a hallmark of Irish distilleries, has now been masterfully executed by Amrut in their creation of Triparva. This recognition not only cements Amrut’s reputation as a leader in whisky craftsmanship but also demonstrates that they are more than capable of challenging, and indeed surpassing, their Western counterparts in every regard. The meticulous distillation techniques that Amrut employs have clearly paid off, earning them this prestigious accolade.

Amrut Fusion, already celebrated for bringing Indian Single Malt into the global whisky arena, continues its winning streak with a “Double Gold” title. This accolade adds yet another feather to its already impressive cap. Additionally, Amrut Rye Single Malt Whisky and Amrut Peated Cask Strength whisky also walked away with gold medals, further solidifying the distillery’s position as a global heavyweight in the whisky world.

These latest victories add to Amrut’s growing list of accolades, including a record five gold medals at the International Spirits Challenge and the title of Best Distillery of the Year at the Tokyo Spirits Competition. With these wins at Whiskies of the World, Amrut’s momentum shows no signs of slowing down.

The recognition of Triparva, a triple distilled single malt whisky, will inspire the distillery to continue pushing the boundaries of what’s possible in the world of single malts. The year 2024 has indeed been a remarkable one for Amrut, with their diverse range of malts gaining recognition and accolades across the globe.

With a workforce of 1,300 employees, Amrut has achieved significant financial success, but it was the global recognition of Amrut Fusion in 2009 that truly put Indian whisky on the international map. Amrut’s distinctive approach, utilising Indian barley and the unique climatic conditions of the country to accelerate the maturation process in oak barrels, has earned them a place among the world’s most esteemed whisky producers. The rigorous judging process of the International Spirits Challenge and the subsequent accolades underscore the distillery’s mastery in whisky production, further enhancing its esteemed status on the global stage.

 

JW BLACK LABEL RELEASES

 Johnnie Walker Launches AI Powered Project Vision Edition Among Other New releases

On 23 October 2024, Johnnie Walker- the world's number one Scotch Whisky family- launched a highly collectible one-of-a-kind limited edition AI-generated designs in Germany, powered by ‘Project Vision’ a Diageo Breakthrough Innovation to enable unique bottle designs for consumers. This marked the debut of a collection of 5,000 bottles using generative AI in collaboration with graphic artist Andy Gellenberg.

This exclusive collaboration merges Gellenberg’s designs with cutting-edge technology to create a highly collectible range of Johnnie Walker Black Label. Based on the distinctive pop art style he’s known for, Gellenberg created 50 original pieces of artwork that were then enhanced with generative AI to develop the newly launched limited edition collection of 5,000 unique bottle designs. Each bottle has a silhouette of an individual, reflecting the many faces of the modern whisky consumer, enabling each consumer to choose a product that is entirely original, relevant, and reflective of their personal style. 

Aligned with the brand’s iconic mantra, Keep Walking, this new launch reflects the brand’s pursuit of progress as it takes further steps into product innovation to excite whisky lovers and newcomers alike.

The pop artist’s collaboration with Johnnie Walker leads to the creation of unique portraits celebrating the vibrant diversity of people worldwide, highlighting how every face and story adds to the bigger picture. It’s about pushing boundaries and showing how creativity and innovation can come together to reflect the beauty of individuality.

The limited edition release is powered by ‘Project Vision’, a Diageo Breakthrough Innovation to enable brands and consumers to have one of a kind unique bottle designs, with possibilities to go beyond a single market place, enabling Diageo to introduce unique bottles at scale to the world. The team, together with Diageo’s R&D experts, has worked with industry leading partners, across AI, pre press and print to bring these unique bottle designs to life. One of the examples of this is the partnership with Hybrid Software BrandZ to ingest the unique AI content generated to create print ready artworks honouring their rich heritage while also setting the stage for a future where individuality and innovation would take centre stage.

This latest innovation builds on the recent limited edition launch of the ‘Blend of Artistry’ project, where visitors to the brand’s brand home in Edinburgh were able to co-create, through the help of generative AI, a Johnnie Walker Blue Label design, based upon the artworks of Scottish artist, Scott Naismith.

The limited-edition Johnnie Walker Black Label x Andy Gellenberg bottle designs will be available for a limited time in Germany, with only 5,000 bottles produced for public purchase. Each bottle will be available exclusively through Johnniewalker.com and at selected retailers at an RRP of €34.99.

Johnnie Walker Black Label Sherry Cask Finish

Johnnie Walker Black Label has a long history, dating back to the late 19th century when John Walker Jr of Kilmarnock blended the Extra Special Old Highland which finally emerged in 1909 as the 12 YO Black Label. Its prestige status was trumped with the launch of the super swanky Blue Label in the late 1980s, as well as other older and truly expensive brands, but Black Label has never lost its cache.

Across the world, a bottle of Johnnie Walker Black Label is a recognised currency and symbol of excellence. The classic Black Label is a blend majoring on Diageo’s Four Corners of Scotland distilleries Clynelish in the Highlands, Cardhu in Speyside, malt from Glenknichie and grain from Cameronbridge with a little smoke from Caol Ila, with fillers from Linkwood, Dailuaine and Talisker. The spread of the distilleries led to the Origin Series, with Speyside and Lowlands hitting the market, while Highlands and Islay are awaited.

Johnnie Walker Black Label Sherry finish is the same blend as the 12 year old but with an undisclosed finishing period in sherry casks. They have taken that unmistakable character and exceptional depth of flavour of Black Label and fired it with the mellow sweet smoothness of a sherry finish so that the flavours dance with citrus; it is a taste collision of smooth and sherry – and one that they are extremely proud to add to the collection.

Johnnie Walker Black Label Bold Steps Limited Edition

Johnnie Walker Black Label Bold Steps Limited Edition is a Limited Edition released in 2023 and created in partnership with Diet Paratha (South Asian creative community platform) and designed by illustrator Kushiaania. Inspired by creative expression, this vibrant Johnnie Walker Black Label 12 Year Old bottle is a powerful celebration of British South Asian creativity, feminine strength and joy.

Inspired by the Brit-Asian ‘culture-clash’ world, Kushiaania’s vibrant design was selected by a panel including an independent judge and is a powerful celebration of self-expression, feminine strength, and joy. Kushiaania’s passion for embracing South Asian tradition with a modern gaze, showing culture and beauty in a way that is uniquely her own, mirrors the ‘Bold Steps’ mission for culture progression.

Johnnie Walker is arguably the most popular and recognisable blended Scotch on the market. Its core range included the standard White Label 6YO, the premium Red Label 9 and then 10 YO and the luxurious Black Label 12 YO, introduced in 1909 and named, quite simply, after their packaging. The White Label was dropped after WWI, reducing the core range to just the two expressions. Other bottlings were to follow, building on the expertise and experience gained fro across the globe. The iconic “striding man” motif was first drawn by Tom Browne in 2008 on the back of a menu card. The premium Blue Label brand was introduced in 1992, and is composed using malt whisky from some of the most sought after distilleries in Diageo’s extensive portfolio. Today, many of these distilleries are only still with us due to their importance to the Johnnie Walker blends during the difficult 1980s period for the industry. A true champion of the whisky world.

Johnnie Walker Black Label X Squid Game 

Johnnie Walker Black Label X Squid Game Limited Edition is a unique and highly coveted offering that merges the iconic Scotch whisky brand with the popular Netflix series, Squid Game, ahead of the Korean TV show’s second season premiere. This limited edition design features a distinctive label inspired by the show's dramatic aesthetics. The bottle's design is a nod to Squid Game's unique visual style. It features elements from the show's themes, making it a must-have collector's item for both whisky enthusiasts and fans of the series.

The bottles are designated with the numbers 001 to 456, which is how many characters are competing in the new series, while prominently highlighting Player No. 456, a key character in the series and also gives consumers the opportunity to ‘pick their player’ via bottle..

Key features of the design include the Johnnie Walker striding man logo donning the show’s green tracksuit, and a 20-degree slanted label with a custom fabric pattern varnish to ‘simulate the texture’ of the green tracksuit.

The partnership kicked off on 1 October 2024 with a takeover of Times Square in New York at 4.56 EST, again nodding to the number of players participating in the game.

Johnnie Walker Black Ruby

Johnnie Walker's new creation Black Ruby is set to make its Global Travel Retail debut in 2025. The new ‘sweeter’ blend made its one-off debut at Diageo’s TFWA stand in Cannes in Sep 2024. Johnnie Walker Black Ruby is inspired by the sweetest and fruitiest notes of its Black Label, with honeyed richness and magnetic allure. Aiming to attract a new generation of whisky drinkers, the blend includes whiskies aged in ex-Bourbon, first-fill red wine, Pedro Ximenez and oloroso Sherry casks, creating fruity notes with berries on the palate.

Johnnie Walker Black Ruby is a smooth whisky with vibrant fruit flavors, including raspberry jam, blackberry pie, figs, plums, and maraschino cherries. A delicate smoke dances gently across the tongue.

You can enjoy Johnnie Walker Black Ruby neat, on the rocks, or in a Whisky Sour cocktail. For an enhanced tasting experience, you can pair it with dark chocolate or aged cheese.

Tasting Notes:
Nose: Sweet fruits, rich caramel, and a hint of spice.
Palate: Creamy vanilla, honey, brown sugar, ripe berries, tangy citrus, subtle herbal notes, and mellow spices.
Finish: Sweet and complex with remarkable balance.
Overall: Fruity, spicy and a hint of smoke.

Johnnie Walker Black Ruby is something a little different for the curious, sophisticated and open-minded travelling consumer. This is a Scotch for those seeking a different aperitif, something with which to craft a unique cocktail or just set the tone as the opening drink for a night ahead.

Johnnie Walker Black Label 200 Years Icons Limited Edition

As a grocer in Kilmarnock, John Walker sold malt whiskies made by others and in 1850, he started blending those malts and earned a good name. With the help of his tea blender, he created just the one personal blended malt, Walker's Kilmarnock Whisky, in his lifespan. He died in 1857, and his son Alexander created the Walker Empire, dedicating it to his father. Alex devised the square-based bottle and reduced breakages by 90%! He recruited Captains of ships to act as his agents for a fee. Alex's son, Alexander Walker II proposed the label high on the neck so that it could be clearly seen when on the rear row on a shelf, in the early days before his brands took wings. Once his bottles came onto the front shelves, he proposed the distinctive angled trademark black and gold stripe with gold lettering. He also devised The Swing, an excellent brand in unique bottles that swayed with a ship on the seven seas.

Johnnie Walker Black Label 200 Years Icons exclusive edition celebrates the rich heritage and craftsmanship of Johnnie Walker, a brand that has been synonymous with exceptional quality for over two centuries. With a volume of 1.0L, this limited edition bottle is perfect for collectors and whisky enthusiasts alike. The larger size allows you to savour the smooth and complex flavours of this iconic blend for longer.

Expertly crafted by master blenders, this blended Scotch whisky offers a harmonious balance of flavours. Each sip reveals layers of rich malt, smoky peat, and hints of dried fruits, creating a truly unforgettable drinking experience.

This special edition bottle is adorned with iconic symbols that pay homage to Johnnie Walker's 200 years of excellence. The elegant design and attention to detail make it a standout addition to any whisky collection.

Johnnie Walker Black Label 200th Anniversary Limited Edition Gift Tin 70cl

Born on 25 July 1805, John ‘Johnnie’ Walker celebrated the 200th anniversary of the founding of his grocery in 1820 and later, winery! By 1825, Walker, a teetotaller, was selling spirits, including rum, brandy, gin, and whisky. In short order, he switched to dealing mainly in whisky. Since blending of grain whiskies with malt whiskies was still banned, he sold both blended malt whiskies and grain whiskies. They were sold as made-to-order whiskies, blended to meet specific customer requirements, because he did not have any brand of his own. A thrifty individual, he believed in establishing firm roots before venturing into unknown territory.

John created his whisky brand only in 1850, to a modest beginning with a simplistic name, Johnnie Walker’s Old Kilmarnock. His descendants went on to add better quality blended whiskies under the Old Kilmarnock banner, changed the name in 1865 on their first commercial blend and called it John Walker’s Old Highland Whisky, before registering it as such in 1867. By 1873, they had two blended whiskies in the market, Old Highland at 5 years old and the Special Old Highland at 9 years old. By 1890, the Extra Special Old Highland at 12 years old joined the core group. Using marketing tactics, they rebranded the three in 1909 and made them world-famous.

As part of the festivity surrounding this milestone, a limited edition bottling of Johnnie Walker Black Label 12 Year Old was released, designed in collaboration with fashion house Alpha Industries.

Blended to perfection, Johnnie Walker Black Label sets the benchmark in deluxe blended whiskies. Full of flavour with the volume turned up, it is loaded with layers of smooth and delicious big flavour all proudly on show - creamy toffee, rich, sweet and dark fruit and spicy vanilla, all wrapped in sweet smoke. Drawing on flavours from all over Scotland, the world’s most experienced whisky makers bring together 29+ whiskies matured for over 12 years to create the big flavours of Johnnie Walker Black Label, an incredibly smooth balance of big flavours, where no matter how loud one note is, it never drowns another one out. In other words, it is a snapshot of the multitude of fine, deep flavours available from Scotch whiskies from around the country. This Black Label Whisky comes in a gifting tin, making it the perfect gift for whisky enthusiasts.

Johnnie Walker Black Label Icon

Behold, a limited edition release of Johnnie Walker Black Label 12 Year Old, dressed up in its Icons attire. A bold new bottle and pack design has been created for one of the most iconic whiskies : Johnnie Walker Black Label, to celebrate during the festive season.

This is a cracking blended Scotch whisky, boasting a softly smoky edge wafting through the waves of caramel and honeyed fruit notes. This iconic cutting-edge design is an ideal option if you need a gift for someone who appreciates good whisky or who enjoys timeless classics like Johnnie Walker Black label. It is a limited edition bottle (The Johnnie Walker black label whisky inside the bottles remain unchanged) and it will only be available for the festive season. A favourite of many, suitable for sipping neat or with one’s favourite mixer. Taking malt and grain whiskies matured for over 12 years from all over Scotland, the iconic blend has an unparalleled depth of flavours drawn from all over Scotland. This Johnnie Walker Black Label is full of its highly appreciated signature flavours topped off with the ephemeral waft of smoke finish.

Tasting Notes
Nose: Winter spice and treacle, hints of white pepper and a little citrus.
Palate: Rich and full with notes of wood smoke and dry spice, hints of barley and cereal with creamy toffee and a distinct herbal note.
Finish: Quite fruity and long with a note of sultanas and mixed peels. Distant smoke.

Johnnie Walker Black Label Limited Centenary Edition 1909-2009

The three Johnnie Walker brands had the standard Johnnie Walker labels, a small one on the neck and the main angled label on the body, the only difference being their colours: white, red, and black, respectively. They were commonly referred to in public by the colours of their labels. In 1909, as part of a rebranding that saw the introduction of the Striding Man, a mascot used to the present day that was created by cartoonist Tom Browne, the company re-branded their blends to match the common colour names. The Old Highland was renamed Johnnie Walker White Label and made at 6 years old, the Special Old Highland became Johnnie Walker Red Label at 10 years old, and Extra Special Old Highland was renamed Johnnie Walker Black Label, remaining 12 years old. The labels were all angled at 24° featuring their brand colour, with distinctive gold stripes and bold lettering to make full use of the extra space available.

A follow-up to the 2009 anniversary edition, this latest, limited release Centenary Edition continues a strong tradition of celebrating Walker's virtues, this time featuring striking, distinctive black and gold packaging. Certain to please the collector's eye, and the palate of the Johnnie devotees. An exceptional celebration of the Johnnie Walker legacy, the Johnnie Walker Black Label Limited Centenary Edition 12 Year Old Blended Scotch Whisky is a tribute to the brand's 100th anniversary. Crafted from a selection of Scotland's most coveted whiskies and aged for 12 years, this special edition blend offers a smooth and intricate flavour profile. With hints of honey, smoke, and oak that gracefully linger on the palate, it's an ideal choice for commemorating special moments or gifting to the whisky connoisseur in your circle.

Johnnie Walker Black Label The Director’s Cut 49% ABV

Blade Runner 2049, the sequel to the original film, opened in theatres in 2017 and a new whisky – Johnnie Walker Black Director’s Cut – was announced at the same time. Johnnie Walker Black Label was featured in Blade Runner as the whisky consumed by several characters. The bottle was even designed to look futuristic. So when the chance to appear in the new film presented itself, Johnnie Walker did more than just bottle the same whisky in a redesigned bottle. Blade Runner 2049 director Denis Villeneuve and Johnnie Walker Master Blender Jim Beveridge blended a new Black Label whisky with a few visionary changes and tweaks.

Only extremely limited quantities are currently available. The new blend comes thirty-five years after Johnnie Walker Black Label appeared in the original Blade Runner film as an iconic whisky of the future. The unique, custom blend and the futuristic bottle that is the Johnnie Walker Black Label The Director’s Cut is a dark, rich, smooth blend, with sweet fruity vanilla flavours and clouds of smokiness. It is bottled at 49% ABV as a nod to the futuristic period in which Blade Runner 2049 is set.

The limited edition whisky is bottled at 49% ABV, a nod to the year the new film takes place. More than 30 whiskies are used in the blend. The higher ABV makes the whisky a bit bolder in character, but easily drinkable to those used to the low 40% ABV of Johnnie Walker Black. Johnnie Walker Black Label Director’s Cut does a great job of paying homage to the original blend by building a similar whisky but with enough of a modern upgrade to keep things interesting for JW fans, even though NAS. Director’s Cut is similiar enough in flavour profile, but elevated in tasting experience thanks in part to the higher ABV.

Johnnie Walker Black Label Plus Discovery Set

A premium tasting experience of an iconic whisky's range with Johnnie Walker Black Label Plus Discovery Set. Featuring one bottle of our unmistakably smooth Black Label Blended Scotch Whisky and mini bottles of Double Black Label, Gold Label Reserve, Aged 18 Years and Blue Label, this gift set offers a chance to explore some of our most cherished blends. Created using only Scotch whiskies aged for a minimum of 12 years from the four corners of Scotland, Johnnie Walker Black Label has an unmistakably smooth, deep, complex character. These spirits are impressive blended Scotch whiskies to share on any occasion. Includes one 40%ABV 750 mL bottle of Black Label Blended Scotch Whisky, one 50 ml bottle of Double Black Label Blended Scotch Whisky, one 50 mL bottle of Gold Label Reserve Blended Scotch Whisky, one 50 mL bottle of Aged 18 Years Blended Scotch Whisky and one 50 mL bottle of Blue Label Blended Scotch Whisky. 

The Black Label

Instead of popping the cork, unscrew the top and let the liquid breathe for roughly ten minutes. The golden amber colour is, of course, the favour that the E150a renders, but the minimalist bottle is a good touch. A squared off bottle with a one simple small diagonal black, gold, and white label and a smaller decal at the centre bottom showing its twelve year age statement.

Tasting Notes:

Nose: A rather nice nose. Honey, dates, wafts of Highland smoke, vanilla and some lemon peel and plums.
Palate: Sweetness and smoke. The Highland smoke, vanilla, and plums mix well together. The honey from the nose is not as pronounced but it is clearly there. Malt comes forward. Oakiness is in the mix. Simple and pleasant.
Finish: Long. Honey malt-forward, light smoke lingers as does the sweet note.
Overall: The finish on this lasts forever. A somewhat sweet blend, just where it should be - lots of honey and honey malt, stone fruits, and enough smoke to represent the blends inside without being a distraction.

The Master’s Cut: In Honour Of Master Blender Jim Beveridge

Few master blenders can be said to have walked where Jim Beveridge has walked. A legacy built and blended across more than forty years, Johnnie Walker Master’s Cut embodies a life’s work in a unique blend of just two whiskies. Perfectly balanced, deceptively simple – the ultimate expression of a master blender.

Johnnie Walker’s ‘The Master’s Cut’ For World Whisky Day 2023

Johnnie Walker launched the ultimate legacy blend from former Master Blender and renowned whisky-maker Dr. Jim Beveridge on World Whisky Day 2023 (Saturday 20th May). The Master’s Cut is a perfectly balanced blend of whiskies from just two distilleries – Roseisle and Cameronbridge – both of singular renown. Jim blended the two to create a spectacularly rich, smooth Scotch Whisky that embodied the craft of blending. This blend paid homage to the Johnnie Walker past and celebrates the brand’s journey into the future.

Having retired from his role in December 2021, Jim Beveridge returned to create ‘The Master’s Cut’ as a new, super-limited edition Scotch that celebrated the very essence of blending and Scotch. Only 1,000 bottles of Johnnie Walker Master’s Cut were available to purchase at Johnnie Walker Princes Street– the brand experience in Edinburgh, and in select markets after that, making it a rare collectible for fans of the iconic Scotch.

The Cameronbridge grain whisky is lovely and sweet on its own, but lacks just a touch of texture, whereas the Roseisle malt whisky is fresh and green fruits but lacking a bit on the finish. The combination of both whiskies brings out the strengths in the other, while masking the bits lacking in each individual whisky. The finish itself is the outstanding character of the Master’s Cut whisky. It is well-rounded, rich and has that golden characteristic often found in older whiskies.

Jim Beveridge’s retirement came after a four-decade career in whisky during which time he was responsible for some of the world’s most popular and acclaimed Scotch whisky blends including Johnnie Walker Blue Label. His commitment to developing the ultimate whisky flavours began when he started his career with Johnnie Walker as an analytical chemist before going on to establish himself as one of the most highly respected figures in the industry.

The 700ml bottle carries a 40% ABV and has a RRP of £1000 per bottle.

Tasting Notes

Appearance: Bright, pale gold.

Body: Light / Medium.

Nose: Fresh summer fruit with a vanilla sweetness. Sliced apples, soft pears, and ripe banana give way to aromas of rich caramel and sweet molasses. Notes of confectionary, milk chocolate and marzipan gently weave through the senses.

Palate: Sweet baked caramel and rich butterscotch pair with fresh aromas to create a burst of richness, building to a gentle syruping sweetness that fills the palate.

Finish: Crisp fruit, elderflower and cherry blossom in an envelope of seasoned oak, combining with a soft warming sweetness to finish.

Overall: The skill in bringing two voices together in perfect harmony is what makes this whisky so compelling – the floral orchard fruits of the grain complementing the richer single Malt tones beautifully.