Even as we see the cocktail sunrise, Robin Gray, of Glenlivet, speaks from the other side to argue the case for single malt.
The Glenlivet is often termed as ‘the single malt that started it all’. Produced in Glenlivet Distillery, which was established in 1824, it is a connoisseur’s delight. And the discerning drinker in India has certainly developed a taste for it.
And Robin explain why: “India is one of the fastest growing markets for premium scotch whisky, especially the single malts. Asian markets have grown well even with the current economic scenario and we see a lot of promise going forward, with the Indian consumers’ appetite for niche products.”
Just as the cocktail aficionado goes for an adventure when it comes to flavour, there is a typical Glenlivet drinker too. We ask Robin about that archetype and he goes on to describe, “Indians, I understand, love their whisky. The Glenlivet consumer is an evolved scotch drinker, he is the one who appreciates and enjoys finer things in life, be it travel, art, books. It is a great drink to share with close friends.”
With new players like say Japanese whisky makers coming into India, is it going to be a tough battle for the brand? Robin is quick to point out it is more a heritage, than anything else. “The Glenlivet has been around since 1824 and is a well established brand. And when the category is growing the established brands benefit the most. Having said that, it is also true that the consumers like to try different single malt options and the Japanese malts are not bad,” says Robin.
However, we’re still somewhat arrivistes when it comes to single malts and premium whisky —we started late. So are there any tips he offers for people to know how good a whisky is? “It is never too late to start anything. It is always about what suits your palette, some like it fruity, some smoky, some like to mix colas, and so on,” he says.
He goes on to give some generic tips:
The age: This is a prime factor; the maturing of whisky in casks improves the quality and creates complex flavours. The number you see on the bottle is the age of the youngest whisky in the bottle. Hence the higher the age they are more expensive to account for the quality, storage, evaporation of time, etc.
The region: The most popular single malts come from the Speyside, which have mellow, fruity taste with floral notes. This is where The Glenlivet comes from. And when he has to pick three favourites, apart from Glenlivet of course, he stays with Aberlour, Scapa and Strathisla.
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