You will get no math in our film. None. Ours is a story of creativity and craftsmanship. It’s a story of generations and traditions.
So we’ll get the math out of the way here. Because it can tell us a lot.
An explosion of popularity around the world has made scotch whisky the biggest growth industry in Scotland.
And more than 90% of the whisky produced in Scotland is exported.
Exports have increased by 87% in the past decade and its annual revenues are now in excess of $5 billion. In 2017, more than 528,000,000 bottles of scotch were sold around the world, with India leading the way in sheer volume. Whisky sales have also skyrocketed in China and in Brazil.
Scotch is more than twice as popular as American whiskey and nearly 10 times more popular than Irish.
Its popularity in the US has been increasing by double digit percentages every year recently.
And, while the numbers are not yet in, the global pandemic has only increased the sale and consumption of spirits. By a lot.
Thatʼs a lot of math. Have a sip and take a breath.
Glad we got that out of the way. Scotch is a superstar all over the world.
Those stats are all real and theyʼre all very impressive. But thatʼs not what our movie is about. That story has been told.
But weʼre telling the story of craftsmanship. Of people. We are interested in the ancient techniques and the new. We are interested in the experimenters who spend decades learning a skill so that they can then take it further down the field.
Two of our featured distillers are Jim McEwan (Ardnahoe, Bruichladdich, Bowmore) and Billy Walker (GlenDronach, Benriach, Glenglassaugh, and Glenallachie).
McEwan has been in the whisky business since he was a boy. Heʼs held nearly every job one can hold in the whisky business, from cooper to global ambassador.
He is now one of the most respected and revered distillers in the world and heʼs recently helped to launch two new distilleries, one on Islay (Ardnahoe) and one in Australia (Cape Byron). We filmed both!
Billy Walker sold his three distilleries to Brown-Forman, only to turn around and buy Glenallachie in 2016. And they promptly won the Distillery of the Year.
Both men come at their craft from very different places, but theyʼre titans.
And with a globally expanding audience that gets smarter and smarter everyday, the distillers need to keep pushing the boundaries of what whisky is and what it can be.
We are proud to share their story (and many other ones) with you.
And we promise that there will be no math.