Posted 18 November 2019
For a while, it was as if new distilleries could do no wrong. Each inaugural release would break records based on hype alone. But in the last year or two, it seems that the hype has subsided and new whisky brands have started to need more than just novelty to attract attention. What’s more, new distilleries have increasingly started to focus on building long-term brands instead of breaking short-term records.