“The fact that Scottish producers are both increasing prices and removing age statements can be considered as a help for us because our whiskies become less expensive and it means the consumer focuses less on the age.”
In The Netherlands Patrick Zuidam agrees. “The increases in price of high-quality scotch and Japanese whisky in recent years is relevant because it has provided us with opportunities to compete more easily. All of a sudden we are regarded as having a great quality-to-price ratio, and therefore are seen as value for money.”
All European distillers agree that whiskies from non-traditional regions will go from strength to strength.
“People have tended to be more open-minded since there’s been more media focus on world whisky and Asian whisky,” says Nãgele. “Ten years ago no scotch drinker would have tried an Alpine whisky. That has changed. And there is also an ongoing trend to drink more local produce, and this is definitely an opportunity for our distillers. Speaking for Alpine whisky, I’d say we’re going from niche market to mainstream one.”
It’s the same story right across Europe. From the highest mountain to the deepest mines, exciting new European whisky is on its way. We live in exciting times.
