Whisky: How evolving tastes are raising the bar

As we look forward to 2025, here are a few of the consumer trends that have shaped the whisky world over the past year, from cocktails to new distilleries.

COCKTAIL CREATIONS

Now that we’ve all got our heads round the ever-popular Old Fashioned – whisky, Angostura Bitters, sugar and water – we can graduate to something less ubiquitous.

Cameron Ewen, ambassador of the Scotch bar at The Balmoral in Edinburgh and co-author of Scotch (Mitchell Beazley, out now, £22) with Moa Reynolds, has a suggestion.

“My favourite whisky cocktail is a Boulevardier, made with a light and delicate bourbon cask-matured Scotch, Campari and high-quality sweet vermouth,” he says.

Edinburgh business Whitebox Cocktails makes a canned version of this 1920s creation, which was named after its inventor’s job as the editor of Boulevardier magazine. They also offer an excellent and very Christmassy XO Vieux Carré, which has won a Great Taste Award, and contains XO brandy, whisky, sweet vermouth, Benedictine and bitters.

Miran Chauhan, drinks development lead at Johnnie Walker Princes Street, and a whisky-in-cocktails expert, says: “We are all about showing how accessible whisky is – no matter your usual drink of choice. The trends for 2025 really play into this because there will be a big focus on challenging the idea of how to enjoy Scotch with twists on classic cocktails that don’t normally feature whisky.

“For example, substituting the vodka in a Cosmopolitan with a really light flavourful single malt can really appeal to those who perhaps see whisky as not for them.

“We are also anticipating growth in non-alcoholic cocktails that traditionally featured whisky – the Seedlip Spice non-alcoholic spirit is a perfect substitute that resembles a whisky sour, to be drunk at home or in a cocktail bar.”

CELEBRITY BRANDS

From Beyoncé, who collaborated with Moët Hennessy to make American whisky SirDavis, to Sam Heughan – you’re not a proper celebrity if you haven’t got your own whisky brand.

The latest star-endorsed dram is a partnership between Glasgow-based Caskade Drinks and Del Amitri, who have released the limited edition Del Amitri Single Malt Whisky for £69.95, with only 522 bottles available.

Talking of celebrities, whisky bars seem to be the place to be spotted. Mad Men star Christina Hendricks recently visited The Pot Still in Glasgow, and shared a selfie on Instagram.

CHEERIO PEAT

The Glenturret, which has been named Walpole’s Sustainable Luxury Brand of the Year, is beginning to phase out the use of peat to produce its whiskies, as this ingredient isn’t sustainable.

There are thousands of tons of peat extracted every year to make these smokier expressions, and much of Scotland’s peatland – our largest carbon store – is damaged. Until a viable and more responsible alternative is available, you might see fewer of these old smokies.

VISITOR EXPERIENCES

It’s not enough to make whisky, and have your gift shop or tour as an afterthought. These days, there has to be a full visitor experience, with all the bells and whistles.

Just witness the Johnnie Walker Experience on Princes Street, Edinburgh, which has just been named World’s Leading Spirit Experience 2024 at the World Travel Awards. At the same event, The Singleton of Glen Ord, in Muir of Ord, near Inverness, was crowned the World’s Leading Distillery Tour. Their range of experiences showcases the brand’s signature “slow craft”, and includes a Craft and Cocktails Tour.

Others who are embracing this trend include The Port of Leith Distillery, which –as well as a tour – offers a Blend Your Own Whisky Experience for £95 per person at their premises close to The Royal Yacht Britannia.

New additions on the Scottish whisky experience horizon include Glencadam Distillery Visitor Centre, which will open in Brechin next summer, featuring a retail space, tasting rooms, whisky lounge, cafe, and function suite.

ISLAY ADDITIONS

The Inner Hebridean island’s whisky scene keeps growing, with newbies to join established distilleries including Bruichladdich, Ardbeg, and Laphroaig.

Islay’s Ardnahoe Distillery launched its first whisky this year. Inaugural Release has been distilled in former Oloroso and bourbon casks.

Ardnahoe is the island’s ninth distillery, but there are more planned for the coming months, including Elixir Distillers’ Portintruan Distillery, which will also produce rum, the Laggan Bay Distillery, and the sustainable ili Distillery – the island’s smallest – at Gearach Farm.

CUSTOMER EXPERIMENTATION

Matt Bailey, managing director at Scottish Malt Whisky Society Europe, observes: “We’ve noticed that our members, and whisky fans we meet in our venues, partner bars, and at festivals, are becoming much more adventurous – for example, they’re increasingly open to getting off the beaten track and trying new flavours and styles of whisky, whether that’s really smoky whisky, or complex sherry cask flavours.

“We’re also really excited by the growing trend of creation-led batched whiskies which get to showcase the artistry of the land and people which make them, really lending a sense of place to both the whisky, and who we are as a whisky club.

“All of this is music to our ears, as we’re all about encouraging whisky fans to discover something new”.

NOSTALGIA’S BACK

As much as we’re into new things, whisky will always be equally tied to heritage and tradition. Independent bottler and distiller Gordon & MacPhail is appealing to this sense with their annual Recollection Series, which features “forgotten masterpieces” from closed or silent distilleries, including Rosebank, Glenochy, Convalmore, Imperial, North Port, and Port Ellen.

Stuart Urquhart, operations director at the firm, says: “This year marks our third Recollection Series, which again brings a carefully chosen selection of rare and unique whiskies to enthusiasts worldwide.

“We’re fortunate enough to have access to a liquid library, which is testament to the relationships we’ve nurtured with whisky distillers for almost 130 years. We’re proud to be able to revive the spirit of these historic distilleries, bringing their stories back into the present day”.

NEW DISTILLERIES

It is going to be a good harvest next year, when it comes to openings. Expect new distilleries including The Lerwick Distillery on Shetland – the island’s first, although its gift shop opened this year. While their single malt matures, they’re producing a Shetland blended whisky using select casks sourced from the mainland.

We can also expect the opening of Ardgowan Distillery and visitor centre on the Ardgowan Estate, just a 45 minute drive from Glasgow city centre. The venture will eventually become carbon negative, which brings us to another trend...

ECO-FRIENDLY MOVES

The whisky industry is turning from amber to green, thanks to sustainable and organic makers like the pioneering Nc’nean distillery in Drimnin, on the Morvern peninsula of the Highlands.

In Fife, Eden Mill St Andrews distillery, which recently released and almost instantly sold out of their Pedro Ximénez Single Cask Release, will open its new headquarters in 2025, with a new distillery experience and a range of single malts and gin. Their electricity use will be 100 per cent renewable, and will come from the University of St Andrews’ solar farm or other sources.

Ardgowan Distillery plans to eventually become carbon negative, and doubtless many other venues will follow suit.