Posted 11 October 2019
Scotland. An unknown time in the future. Following the early 21st Century boom in demand for whisky, production is at an all-time high. Competition from on-trend new world producers has taken its toll, and over the years the SWA have been forced to gradually relax the rules which govern the production of Scotch whisky – tradition is slowly sacrificed on the altar of global competitiveness. Age statements are, for all but the most wealthy, a thing of the past. Automation and efficiency are vital to capitalise on the hungering needs of the modern, connected and educated consumer – with an abundance of choice and no regional styling to guide tastes – you snooze, you lose. Deliver or die – or someone else will take your place.