On Friday, English whisky secured Geographical Indication (GI) status, ensuring that all four whisky-producing nations in the UK share equivalent legal protection.
The GI is the result of more than six years of work by the category trade body, the English Whisky Guild, working closely with the Department for Environment, Food and Rural Affairs (DEFRA).
Drinks International caught up with Dan Szor, chair of the English Whisky Guild and founder of Cotswolds Distillery, to understand what the GI might mean for the category.
Drinks International: After six years of work, what does GI status change for an English whisky producer from 1 October that wasn’t possible before?
Dan Szor: In terms of what will change for an English whisky producer, the GI is not about changing current English Whisky production; it is about supporting the growth and raising consumer awareness of the amazing diversity of the English whisky category. Over time this will manifest in a change with “English Whisky” and “Single Malt English Whisky” increasingly becoming prominent on labels as brands migrate to the GI scheme.
DI: What should a consumer now be able to assume when they see the words English Whisky on a bottle?
DS: They will be able to assure themselves that the bottle has been produced to the guidelines set out in the English whisky GI, for example that the grain used is UK grain and that it was distilled and matured in England.
DI: The Scotch Whisky Association criticised the proposed definition of Single Malt English Whisky because mashing and fermentation did not necessarily have to happen at the distillery. Has the final definition of Single Malt English Whisky changed at all as a result of that criticism?
DS: Since 2003, single malt whisky has been produced in England under this definition, and the category has grown. It encompasses a variety of distilleries, from dedicated whisky distilleries to spirit brands that make a variety of products including whisky, to those that use wort produced by a wonderful local partner. We are walking a different path to Scottish whisky and are proud to do so.
DI: There has been some criticism that the GI will limit innovation within the category and that distilleries that work within the GI will be “virtually indistinguishable from Scotch”. How do you respond to that assessment?
DS: The GI allows innovation and supports some big differences to the Scottish definitions. Of course, the GI gives a framework within which a brand can innovate and builds in some specific areas, such as using different woods and also a much wider definition on stills than in other standards.
DI: In a decade’s time, what will have happened within the category for you to say that the GI has been a success?
DS: That there is no longer an emphasis on comparing the English whisky standard to Scotch whisky and that instead, our category stands by itself as a respected major whisky-producing region. Also, that there is much greater visibility of English whisky on back bars around the world, so that there are always multiple English whiskies available to consumers.
