Whisky: Technology, Production and Marketing (Handbook of Alcoholic Beverages) (Handbook of Alcoholic Beverages)

Whisky: Technology, Production and Marketing explains in technical terms, the science and technology of producing whisky, combined with information from industry experts on successfully marketing the product. World experts in Scotch whisky provide detailed insight into whisky production from the processing of raw materials, to the fermentation, distillation, maturation, blending, production of co-products and quality testing, as well as important information on the methodology used for packaging and marketing whisky in the twenty-first century. No other book covers the entire whisky process from raw material to delivery to the market in such a comprehensive manner and with such a high level of technical detail. * Only available work to cover the entire whisky process from raw material to delivery to the market in such a comprehensive manner * Includes a chapter on marketing and selling whisky * Foreword written by Alan Rutherford, former Chairman and Managing Director of United Malt and Grain Distillers Ltd. Preface. There are surprisingly few technical books available that discuss distilled beverages. This book focuses specifically on whisk(e)y and allows the reader to delve beyond the art of the beverage, into the science and technology behind one of the world’s most loved drinks. In this first book in the Handbook of Alcoholic Beverages series, highly respected experts from academia and industry provide a unique perspective into a production process that has traditionally been cloaked in secrecy. Most publications have treated the production process as more art than science, despite the high quality of research and development, and quality assurance/ quality control[**AQ] that the industry invests in and prides itself on. The history of the development of whisky distillation, starting with its monastic roots in Ireland and Scotland, is reviewed in the first chapter by George Bathgate, retired Director of Production for Malting and Malt Distilling (United Distillers Plc). In the next chapter, Tim Dolan who has extensive experience in malting and distilling (ABM malting and The Highland Distilleries) examines malt whiskies in terms of raw materials and processing. In the third chapter, three authors from the Scotch Whisky Institute: Tom Bringhurst, Anne Fotheringham (Broadhead) and James Brosnan discuss grain whisky in terms of raw materials and processing. Iain Campbell, who has lectured and carried out research for many years at the International Centre for Brewing and Distilling, Heriot Watt University, comprehensively covers the topics of yeast and fermentation as well as grain whisky distillation. Denis Nicol, who has extensive expertise working with a number of distilleries over the years, explains batch distillation. Maturation and blending are covered by three experts from the Scotch Whisky Research Institute: John Conner, Ken Reid and Frances Jack. The Marketing and Technical Manager – Animal Feeds, (United Distillers and Vintners) Robert Pass and I. Lambert (also from UDV) discuss co-products in terms of volumes produced, markets, and nutritional characteristics. This is an area where today there is great interest both from an environmental and economic point of view . The intricacies of whisky analysis are discussed by Ross Aylott (Diageo) who is active in risk management and brand protection, particularly the brand and generic authenticity of Scotch whisky. The final chapter in the book details the marketing of Scotch whisky and is written by Grant Gordon – it covers managing brand images through to xvii routes to market. Grant Gordon has over 20 years commercial experience with William Grant & Sons, specializing in the international marketing of Scotch whisky brands and was closely involved in the early development of single malt Scotch whisky, largely pioneered by Glenfiddich. One area that the book does not discuss is the variety and specific tastes of the product. There are numerous books available that discuss this area in great depth, but it would be remiss not to address the one technical question that consumers always ask . . . does one mix the whisky with water, with soda or is it best to consume it straight ? The opinions on this are as varied as the number of products on the market and there is no doubt that the experts will never agree to one best presentation. It will vary with the individual product, the country and indeed current trends. However, from a scientific point of view, the general wisdom is that the addition of a small amount of water is key to release the aromatics. How much water and what type of water? What about soda water? That is another debate. Ice . . . even more debate! In the end, each consumer’s decision is the correct one when they serve it in the way that gives them the flavour that they most enjoy . . . and for that particular consumer that is the correct way to drink the product. Regardless of how the drink is best enjoyed, this book will give the reader a better appreciation of the science, technology and marketing of whisky. 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