The Whisky Boom: How New Distilleries Are Shaping the Industry’s Future

The whisky industry is experiencing a boom like never before. With 148 distilleries in Scotland alone, the market is more vibrant than ever. But what does this mean for the industry’s future? We spoke to three new distilleries to find out how they’re staying relevant in a rapidly changing market.

The whisky industry is booming, with new distilleries popping up all over Scotland.

In 2013, there were 107 distilleries in Scotland. Fast forward to 2024, and that number has jumped to 148. This 43% increase in just ten years is a testament to the industry’s growth and popularity. But with great growth comes great responsibility, and new distilleries are facing the challenge of staying relevant in a competitive market.

The Importance of Innovation

According to Julie Bramham, Diageo’s Managing Director of Rare and Global Marketing Transformation Director, new distilleries play a crucial role in driving whisky forward through innovation and fresh ideas. “The interest in new distilleries often leads to a greater appreciation for long-established brands, creating a dynamic interplay between the new and those longer established as well as driving tourism across Scotland,” she explained.

Whisky tourism is a significant contributor to Scotland’s economy.

In 2023, Diageo alone welcomed 1.13 million visitors across their various sites, including their latest distillery, Brora, which opened in 2021. This boost in whisky tourism sees great opportunities spread across all areas of Scotland, benefiting communities across the country and allowing visitors to discover more of its amazing culture, heritage, and environment.

The Reality of Being New

Ardnahoe distillery, which released its first single malt whisky earlier this year, is well aware of the challenges of being a new player in the industry. “With Ardnahoe, we start with the aim to represent the character of the spirit – fruity characteristics in combination with Islay peat smoke,” explained Andrew Laing, Export Director at Hunter Laing & Co. “We then look at what vattings and presentations are the best ways of creating that.”

Ardnahoe distillery is one of the newest players in the whisky industry.

Sustainability and the Future

Nc’Nean distillery, founded by Annabel Thomas in 2017, is a pioneer in sustainable whisky production in Scotland. When asked about the impact of new distilleries on the industry, Thomas emphasized the importance of remaining relevant to the consumer. “I think if anything, it tells us, as an industry, that we must all be hyper-focused on remaining relevant to the consumer, on creating good value, delicious whiskies that deliver what the consumer wants.”

Nc’Nean distillery is leading the way in sustainable whisky production.

As the industry continues to grow, it’s clear that new distilleries are not only driving innovation but also pushing the boundaries of what whisky can be. With a focus on sustainability, quality, and innovation, the future of whisky looks brighter than ever.

The future of whisky is looking bright.