WHISKY JOURNAL

Whisky’s future is now in the hands of the next generation

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Whisky’s future is now in the hands of the next generation

September 29, 2022

There is a lot of responsibility that comes with being the inheritor of a legacy.

This is especially true in the whisky industry, where the future of this iconic spirit rests on the shoulders of the next generation.

In recent years, we have seen a resurgence in whisky’s popularity, and this trend shows no signs of slowing down. However, as demand for whisky continues to grow, it is becoming increasingly important for distillers to focus on innovation and quality. The next generation of distillers will be crucial in ensuring that whisky’s future remains bright!

The changing of the tides

One of the major issues facing the whisky industry at the moment is how to fuse the traditions and legacy of the whisky distillery with the rapid expansion of the market. As whisky becomes more popular than ever before, there is a risk of losing sight of what makes this spirit so special. The next generation of distillers will need to be mindful of this as they continue to push the boundaries of innovation.

More than ever before, distilleries are targeting new employees possessing a STEM (science, technology, engineering and mathematics) background as they look to future-proof their businesses. With the rise of digital marketing and social media, it’s becoming increasingly important for distilleries to have a strong online presence.

One of the major issues facing the whisky industry at the moment is how to fuse the traditions and legacy of the whisky distillery with the rapid expansion of the market

The next generation of distillers will need to be well-versed in both the traditional aspects of whisky making as well as the modern business landscape. They’ll need to be able to distil the spirit of whisky while also understanding the ever-changing tastes of consumers. However, this is more challenging than it might sound. The whisky industry is notoriously old-fashioned, and many of the most successful distilleries are family-owned businesses that have been passed down through the generations. Traditionally, whisky masters spent a decade or two working as understudies before they were given the title. Now, with the industry facing an uncertain future due to global economic pressure, there’s a sense of urgency to get the next generation of whisky makers up to speed as quickly as possible.

That generation will need to find a way to modernise the industry while still respecting its traditions. It’s a delicate balance, but one that’s essential for the future of whisky. Couple this with the fact that the industry has adopted an increasingly academic-first approach to whisky making, and there is a danger that some of that whisky-making know-how will be lost.

It’s crucial that we strike a balance between the old and the new if we want to ensure that whisky continues to be enjoyed for generations to come.

Bringing new tech and new skills to an old industry

The good news is that innovation has become a key focus for the whisky industry in recent years. This has been driven in part by the need to appeal to a new generation of drinkers, but also by the fact that the whisky market is now more global than ever before.

As such, there are plenty of opportunities for those with an interest in technology and science to make their mark on the whisky world. From developing new methods of ageing and distilling to using data to understand consumer preferences, there are many ways in which the next generation can help shape the future of whisky.

As in any industry, innovation is key to remaining competitive in the global marketplace. The whisky industry is no different, and those who are able to harness the power of technology will be well-positioned to lead the way in the years to come.

Handing over to the next generation

While there are always pitfalls and challenges associated with change, the whisky industry is in a strong position to embrace the potential of the next generation.

For too long, the industry has been reliant on traditional methods and techniques. But with the advent of new technologies, there is an opportunity to break new ground and explore different ways of producing whisky. The next generation of whisky producers will be the ones to shape the future of the industry. They will be the ones to experiment with new methods and technologies, and it is their creativity and innovation that will drive the industry forward.

So, while there is no doubt that the next generation has a lot to do, there is also no doubt that they are up to the task. The future of whisky is in good hands.