Posted 04 October 2018
Whisky is by its very nature a forward-looking industry. Spirit distilled today will slumber for years into the future before seeing the light of day. In the meantime, distilleries and their parent companies need to crystal ball a host of variables in an attempt to judge the shape and size of the market in the future. What will the whisky drinker of 10 or even 20 years look like? How much stock needs to be laid down in order to meet current demands, whilst also ensuring a sustainable future? Far from easy questions to answer. This year’s London Whisky show, the 10th such exhibition, attempted to shed some light on not only what the mainstream industry might look like, but also where some leftfield innovations might take us.