Traditional Distillers Faced with Growing Number of Rapid-Aged Competitors
A group of mainly U.S.-based spirits startups are pioneering technologies that can recreate the characteristics of whisky aged in a barrel for up to a decade. Despite the fact that some "rapid-aged products" have won prizes in blind tastings against conventionally aged spirits, the Scotch Whisky Association views the products as counterfeit and the technology has been rejected by many of the world’s largest producers.
But is there room for both in the future of whisky? Tom Lix, founder of Cleveland Whiskey, argues. "There will always be a market for traditional aged spirits that are older and unique and rare. But there is also a market for a good quality everyday product that’s affordable and that matches the quality of something that costs more to make."
0 comments:
Post a Comment