Whilst the longer established whisky producers continue their relentless drive toward ‘making more from less’, AKA premiumisation – newer distilleries are waiting in the wings ready to garner a noteworthy market share from the gulf that is increasingly developing between preliminary/introductory bottles and the upper strata of ‘aspirational whisky’. The big players seem hell bent on racing to the top – of positioning as much of their whisky as possible as somehow more than just a drink. I.E. as a luxury lifestyle statement. But once this has all inevitably been played out, it could well be those racing up from the bottom who reap the rewards longer term.