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Up to 70% of a whisky’s flavour comes from the wood. But what actually happens inside the barrel to create world-class whisky? Legendary Master Distiller Billy Walker unpacks the exact science of oak maturation, cask chemistry, and why age still matters. In this episode of Cask to Glass, John sits down with legendary master distiller and blender Billy Walker from The GlenAllachie Distillery to explore the chemistry, craft, and science behind Scotch whisky. With over 50 years of industry experience taking in many famous names including Hiram Walker, BenRiach, GlenDronach and Glenglassaugh, Billy ➡️breaks down how wood selection & oak chemistry shape profile & flavour ➡️explains why maturation dynamics matter ➡️reveals the truth about age statements ➡️explores his philosophy on single malts ➡️ makes a passionate defence of blended whisky ➡️and implores colleagues not to go down the route of cocktails Slàinte! ------- Socials: @C2GWhisky | @JohnRossBeattie Creator & producer: David Holmes Art work & design: Jess Robertson Music: Water of Life (Never Going Home) Vocals: Andrea Cunningham Guitars: John Beattie Bass: Alasdair Vann Drums: Alan Hamilton Bagpipes: Calum McColl Accordion: Gary Innes Music & Lyrics: Andrea Cunningham & John Beattie Recorded & mixed by Murray Collier at La Chunky Studios, Glasgow, Scotland Hosted on Acast. See acast.com/privacy for more information.

Is Scotch Whisky "unfairly" taxed in the UK compared to other drinks? Yes, says Mark Kent, CEO of the Scotch Whisky Association. "72% of the cost of an average bottle of Scotch goes on tax of one form or another," he says. And it's sometimes cheaper to buy whisky shipped to other countries than to buy it in Scotland because the UK has the fourth highest level of excise duty on spirits in Europe, and the highest in the G7 group of nations. "Scotch falls under spirits," he says, "and 70% of all spirits made in the UK are made in Scotland." Consequently excise duty on Scotch per litre of alcohol per unit is three times that on beer or cider. "It's simply unfair on consumers, producers and the supply chain," he concludes. "Would the French do that with Champagne or with other national drinks?" he asks. And it’s counter-productive. ”The curves are clear that the more you tax, especially premium products, the less you get back,” he says. “And every time we’ve seen a freeze or a cut, we’ve had a couple of cuts over time, that’s led to more revenue to the Treasury.” However, it's not all gloom and doom, Mark says, despite "the job losses, the pauses in investment and the day-to-day difficulties of distillers." "We've got the potential to get back to that long-term curve that we saw before COVID," he says. The India free trade agreement has brought down the import tariffs into India, the largest whisky market in the world, from 150% to 75%. US tariffs on whisky have been removed. And tariffs in China have been reduced from 10% to 5%. "But," he warns, "it's not plain sailing by any means. The state of the industry is still very delicate. There's a lot of domestic headwinds." "As we speak," Mark concludes, "You're seeing job losses, you're seeing pauses in investment, you're seeing day-to-day difficulties of distillers which are then reflected in the wider supply chain. [But] if we get that Government support in the here and now, to support us, to fan the embers of what could be a recovery and a return to long-term growth, then I think the potential will be fulfilled and Scotch will be back." 🎧Tune in as John and Mark discuss: ➡️the fragile state of the Scotch Whisky industry ➡️how the UK tax & excise system makes it cheaper to buy Scotch Whisky in other countries rather than in Scotland ➡️how evidence suggests that when tax on whisky is reduced, the Treasury makes more money ➡️how Scotch is part of the UK's soft power abroad ➡️how global markets are opening up to Scotch Whisky Slàinte! ------- Socials: @C2GWhisky | @JohnRossBeattie Creator & producer: David Holmes Art work & design: Jess Robertson Music: Water of Life (Never Going Home) Vocals: Andrea Cunningham Guitars: John Beattie Bass: Alasdair Vann Drums: Alan Hamilton Bagpipes: Calum McColl Accordion: Gary Innes Music & Lyrics: Andrea Cunningham & John Beattie Recorded & mixed by Murray Collier at La Chunky Studios, Glasgow, Scotland Hosted on Acast. See acast.com/privacy for more information.

"If you take away the cooper, you take away the cooperage, you take away the barrels, then you don't get whisky," says Ray Prosser, Sales & Operations Manager at Oakwood Cooperage, the largest independent cooperage in the UK. Not just because Scotch Whisky must by law be matured in oak casks for a minimum of three years, but because, Ray says, 70% of whisky's flavour comes from the wood. Ray's been a cooper for 36 years. “I always had a fascination with wood, even from my days at school,” he tells John Beattie. “It was one of those things. I used to go to my old auntie’s down in Partick, and the neighbour used to come in and help her with the groceries and stuff like that. And they came in one Sunday and said, would I be interested in being an apprentice cooper. “I didn’t know what a cooper was at the time. Obviously these were the days before internet… So I found out more about it, and I haven’t looked back.” In this episode he takes John inside the cooperage, where the "unsung heroes" of the whisky industry apply passion, skill and tradition to rejuvenate, repair and restore the casks that give whisky its exceptional flavour, whether they're "your sherry casks, your wine casks, your Bourbons, or your virgin oak". Join John as Ray reveals: ➡️the 60-to-100-year lifespan of a barrel; ➡️how casks are decharred, recharred and rejuvenated to start all over again; ➡️tips on how to identify what type of barrel a whisky was matured in, even if the label doesn't say; ➡️how coopers will resize casks to get a more wood to spirit ratio to speed up maturation; ➡️and provides a step-by-step walkthrough of barrel repair, hoop driving, and testing. Slàinte! ------- Socials: @C2GWhisky | @JohnRossBeattie Creator & producer: David Holmes Art work & design: Jess Robertson Music: Water of Life (Never Going Home) Vocals: Andrea Cunningham Guitars: John Beattie Bass: Alasdair Vann Drums: Alan Hamilton Bagpipes: Calum McColl Accordion: Gary Innes Music & Lyrics: Andrea Cunningham & John Beattie Recorded & mixed by Murray Collier at La Chunky Studios, Glasgow, Scotland Hosted on Acast. See acast.com/privacy for more information.

How do you take your whisky? On a Brazilian beach, with coconut water obviously. Or better still coconut water ice. In 2025 Brazil was the joint-fifth largest market for Scotch whisky by volume - 54 million bottles. But with a population of some 200 million people, Brazil's still an untapped market. So how do you crack it? In this episode of Cask to Glass, we sit down with industry veteran Andre de Almeida (Founder of Inside the Cask and former Export Director for Loch Lomond Group). Born in Brazil and now based in Scotland, Andre offers a rare insider look at one of the world's most dynamic and challenging spirits markets. We dive deep into: ➡️The unique drinking culture of Brazil - from beachside standard blends to premium single malts. ➡️The role duty free stores on Brazil's many border crossings play in getting whisky to consumers. ➡️Common mistakes international brands make when entering South America. ➡️The story behind the official Brazilian tartan. ➡️How a Brazilian born Scot taught Brazil how to play football. ➡️The exciting rise of domestic Brazilian single malts like Union and Lamas. Whether you're in the drinks industry looking to expand into Latin America or simply a whisky enthusiast curious about global drinking cultures, this conversation is packed with actionable insights and fascinating stories. #whisky #scotchwhisky #podcast #interview #WhiskyPodcast #madetobemeasured Slàinte! ------- Socials: @C2GWhisky | @JohnRossBeattie   Creator & producer: David Holmes Art work & design: Jess Robertson   Music: Water of Life (Never Going Home) Vocals: Andrea Cunningham Guitars: John Beattie Bass: Alasdair Vann Drums: Alan Hamilton Bagpipes: Calum McColl Accordion: Gary Innes Music & Lyrics: Andrea Cunningham & John Beattie Recorded & mixed by Murray Collier at La Chunky Studios, Glasgow, Scotland Hosted on Acast. See acast.com/privacy for more information.

Legendary master blender Richard Paterson OBE began his career in whisky on 5 September 1966. Sixty years on, he's still passionate about Scotland's national drink and the world's favourite spirit. In this episode he reflects on a life in whisky and demonstrates the best way to drink whisky. He reveals how his earliest childhood memory of whisky was when his father, who ran the family bottling & blending company, would kiss him good night: "I could the feel bristles on his chin. But I also could smell the whisky on his breath." "Then when we were eight years old," he continues, "[my father] said to my twin brother and I: 'Right come up to Glasgow, I want to show you my world.' It was an experience you never forget." His father's world was a dark, damp warehouse. "We could see the silhouettes of the cask and the noise of the city subdued. And then suddenly more than anything, it was a smell of maderised wine and whisky," he recalls. "My father said: 'Hey, boys, I want you to nose this whisky.' And he handed me a glass, and I said: 'I don't know what you mean.' And he said, 'What?' And that's when he hit me in the back of the head, and I said: 'What did you do that for?'" His father then proceeded to show Richard and his brother how hold the glass properly, how to swirl it around and how to sniff it: "Is it heavy as your grumpy grandfather? Is it as light as your mother? Is it as sweet as your chocolate bar? Or is it as dry as the dust on the floor?" "So when he used these descriptors, I could tell something about it and I could see it was heavy. I didn't drink it, but I could see there were aromas going on. And that really was the first introduction to Scotch whisky." Despite those early beginnings, Richard admits: "When I started in 1966 with A Gillis, I discovered actually I knew nothing. I was ignorant. I was stupid. And if I want to be the big managing director or CEO or what have you, I'd really have to work." That's when he began educating himself in whisky, wine, Cognac, cigars, rum, "you name it". He admits it took years of study, travel and relentless practice to sharpen his nose and to become "The Nose". As well as taking extensive courses and diplomas, Richard learned by visiting warehouses, examining casks and comparing how different woods, ages and maturation styles transformed the spirit. In this candid, personal and at times humorous interview Richard reveals: ➡️the story of his insured nose; ➡️the rare Dalmore whiskies that made him stop and say: "Wow!" ➡️his thoughts on the current Scotch whisky market; ➡️and his belief that the industry will come through its present challenges This is a conversation about passion, patience and dedicated practice in the pursuit of excellence. #whisky #scotchwhisky #podcast #interview #richardpaterson #richardpatersonwhisky #WhiskyPodcast #madetobemeasured Slàinte! ------- Socials: @C2GWhisky | @JohnRossBeattie   Creator & producer: David Holmes Art work & design: Jess Robertson   Music: Water of Life (Never Going Home) Vocals: Andrea Cunningham Guitars: John Beattie Bass: Alasdair Vann Drums: Alan Hamilton Bagpipes: Calum McColl Accordion: Gary Innes Music & Lyrics: Andrea Cunningham & John Beattie Recorded & mixed by Murray Collier at La Chunky Studios, Glasgow, Scotland Hosted on Acast. See acast.com/privacy for more information.

Can a community-owned distillery survive the current whisky market? GlenWyvis Distillery, founded in 2015 with 4,000 community investors, began production in 2018. Now it needs £300,000 by October & £6 million in the long-run to keep going. In a candid interview two of its directors explain why. If you want to help contact them at [email protected]. We first spoke to GlenWyvis Distillery in April 2025 (Episode 13). But now the distillery is on the brink. As we've explored in several episodes over the last few months, the whisky industry is in a downturn because of the cost of living crisis, increased energy costs caused of global conflicts, international trade uncertainties and falling consumer confidence. In fact, in Episode 71 just two weeks ago, Fred Laing from Douglas Laing & Co. said he'd never experienced a downturn this bad in the 58 years he's been in the industry. And then there's the unique way whisky distilleries operate: You have to build a distillery, which takes huge capital outlay. You begin production which also costs money. And then you have to put what you produce aside in a cask for at least three years, which costs money. Ideally you put it aside for ten years, because as David Graham - former Chairman of GlenWyvis - puts it: "You need to have 10-year-old spirit in today's marketplace for people to pay you any real attention. Now, I know there's no age statement whiskies on the market. And I know there are a lot of comparatively young and rare bottlings on the market. But in theory, if you've got 10-year-old spirit, you count. If you haven't, you're not there yet. "So 10 years at £400,000 a year, there's £4 million that you just need to put the liquid in the casks. And that's before you build a warehouse to put them in, or rent a warehouse to put them in, and that's before you meet the duty." And in today's market, Colin Dickie GlenWyvis's finance director, chips in, there's "a race to the bottom in terms of the price point". "We just can't get tot a price point that you might get in your local supermarket. So it's very difficult for us in terms of being competitive." Join John as he chats candidly to Colin and David about the crisis facing one of Scotland's newest whisky distilleries. Slàinte! ------- Socials: @C2GWhisky | @JohnRossBeattie   Creator & producer: David Holmes Art work & design: Jess Robertson   Music: Water of Life (Never Going Home) Vocals: Andrea Cunningham Guitars: John Beattie Bass: Alasdair Vann Drums: Alan Hamilton Bagpipes: Calum McColl Accordion: Gary Innes Music & Lyrics: Andrea Cunningham & John Beattie Recorded & mixed by Murray Collier at La Chunky Studios, Glasgow, Scotland Hosted on Acast. See acast.com/privacy for more information.

“I really enjoy my whisky,” Jamie Muir says. He ought to. Raised on Jura, schooled on Islay and now Distillery Manager at Tomatin Distillery near Inverness, you’d say something had gone horribly wrong if he didn’t enjoy his whisky. Drill deeper and he admits: “I think a lot of what I enjoy about whisky is situational. Drinking it in a warehouse, yep, there’s something incredibly special about that. Drinking it with someone who really enjoys it, I get probably more gratification from that now as well. “Again in the middle of the winter here at Tomatin, when it’s snowing, you’ve got the fire on, nothing nicer than just sitting there with your feet up with a dram.” But ultimately, Jamie says, “It’s the company I’m with at the time that enamours me to want to have a drink.” “My memories of whisky,” he continues, “are, you know, being out flyfishing with my dad, my brothers, out on the hill. At the end of the day, you open a bottle. Whatever it was. Predominantly it would have been Jura. But more often, Famous Grouse, Whyte and MacKay. You would crack open the cap, punch it up, throw it away, and you would pass the bottle around. “I probably didn’t enjoy the whisky itself, but I enjoyed being part of the camaraderie of it. You were every bit as important - whether you’re a young boy or not, or a young lad or not - you still got that bottle passed to you. And it felt like a bit of a rite of way.” Fast forward 20 or 30 years, and Jamie now has access to a lot of whisky. Tomatin Distillery was established in 1897 and primarily produced whisky that went into blends. By the 1980s, Tomatin was the biggest distillery in the world - “for a very small period of time,” Jamie’s quick to concede - producing 12 million litres a year. Today, Jamie adds, “We’re probably a five, six million litre distillery. We don’t hit that capacity.” “I guess what attracted me to Tomatin in the first place was the size of it, the scale of it. It’s a, I don’t like using the word, a sleeping giant. But it is a big site from the past. And you see a lot of the history of it still here.” And a lot of that history has left a legacy maturing in casks, in the warehouses on site. “We have a lot of old stock. And that is a byproduct of a lot of bulk production back in the eighties. Our oldest cask right now is about to turn sixty years old next year… But what’s more impressive is the depth of the forty, fifty year olds.” And that brings Jamie to 1977. “1977 is the dream year for a lot of people in this distillery,” he says. And he includes himself. It’s the best whisky, he says, he’s ever tasted: “The tropical notes are incredible for the edge of it. It's so vibrant, it's so unique. The depth of it's fantastic. The balance to it's incredible.” “Yep,” he concludes, “the Tomatin 1977's pretty, pretty special to me. And every time I try it, it's usually a Warehouse Six. In the most beautiful surrounding, it's usually cold. “There's just something amazing about it. Every time I smell it, I know exactly what I'm smelling. I know that smell distinctly well. And it just brings me back every time to the same you know, that first time I smelled it.” And the price tag? “Probably near ten grand,” he says off the top of his head. Join John as he chats to Jamie about his inevitable career path, his love of whisky and his new Tomatin home, and discover how: ➡️Tomatin’s wood management keeps its old stock fresh; ➡️the core Tomatin line of 10- 12- & 18-year-old whiskies are complimented by its Cù Bòcan “experimental” range; ➡️Tomatin partners with its Japanese owners; ➡️“over-aging” could become more common. Slàinte! ------- Socials: @C2GWhisky | @JohnRossBeattie   Creator & producer: David Holmes Art work & design: Jess Robertson   Music: Water of Life (Never Going Home) Vocals: Andrea Cunningham Guitars: John Beattie Bass: Alasdair Vann Drums: Alan Hamilton Bagpipes: Calum McColl Accordion: Gary Innes Music & Lyrics: Andrea Cunningham & John Beattie Recorded & mixed by Murray Collier at La Chunky Studios, Glasgow, Scotland Hosted on Acast. See acast.com/privacy for more information.

Go behind the scenes of Douglas Laing & Co. with Fred and Cara Laing as they share 75 years of whisky history, blending secrets, and a few drams along the way. As third and second-generation leads of one of Scotland's most respected independent bottlers and blenders, they bring a wealth of history, humour, and heart to the table. “Fred’s practically kicking me under the table,” complains Cara Laing, the Managing Director of Douglas Laing & Company, the family-owned independent bottlers and blenders based in Glasgow. Cara’s the third generation of her family to work for the company founded by her grandfather Fred Douglas Laing in 1948. You could say whisky’s in her blood. “I live and breathe and love Scotch whisky and I cannot imagine working in anything else,” she says. Cara and her dad Fred are sitting side by side in their Sample Room, which Fred likens to a “1930s New York speakeasy”. But Cara’s just made the mistake of admitting that some "professional people” have dubbed Douglas Laing “entrepreneurial chancers”. “In a good way,” she tries to placate Fred. Established in the aftermath of the Second World War when Fred Sr, or FDL, purchased the King of Scots whisky brand and a few casks of blended whisky for a peppercorn fee, Douglas Laing has had to be “agile” and “quick to respond and react” to changing fortunes in the whisky market. Like now. “It’s really tough just now,” Cara admits. “There’s been a huge reset after Covid. We saw a lot of false high; essentially people at home, drinking at home, investing in whisky. It meant some of the bigger companies felt that would continue, flooded the markets around the world with Scotch whisky. “Consumer, confidence, understandably, against the global backdrop, has taken a huge hit. So people aren’t buying whisky at the same level they were. They’ve traded down.” “Fair to say,” says Fred, “I’ve been through a few recessions since I joined the whisky industry in 1968. And I’ve never felt one as bad as this. “We used to have a compensating market. If the Far East was down, Europe was up, or South America was percolating nicely, particularly through markets like Brazil and Venezuela. “There are currently no compensating markets. “We’ve just got to strive and work; blood, sweat and tears. “It’s not so bad if you’ve always got a back up of a glass in your hand, but it’s a tough show out there, undoubtedly.” That’s where Douglas Laing’s entrepreneurial spirit and agility come in. They’ve just launched a new RTD or ready to drink cocktail onto the Japanese market: Big Peat Crazy Smoky highball in a can. “That’s something we previously wouldn’t have really played with,” Cara admits. “It’s been a real baby for Fred.” Douglas Laing’s new RTD sits alongside the company’s traditional bottlings; its traditional cask strength, Old Particular and Xtra Old Particular single cask bottlings; its regional malts like Big Peat from Islay, Scallywag from Speyside and Timorous Beastie from the Highlands region. Join John as he chats to Cara and Fred about: ➡️The heritage and origins of Douglas Laing & Co, from its post-WWII beginnings to global reach ➡️The art of blending and the secrets behind Douglas Laing’ iconic regional malts ➡️The future of Scotch: navigating market challenges and the rise of RTDs in Japan ➡️How to start your own whisky journey if you haven’t already ➡️And a love for Scotland #Whisky #ScotchWhisky #DouglasLaing #CaskToGlass #BigPeat #Speyside #HighlandMalt #WhiskyPodcast #IndependentBottler Slàinte! ------- Socials: @C2GWhisky | @JohnRossBeattie   Creator & producer: David Holmes Art work & design: Jess Robertson   Music: Water of Life (Never Going Home) Vocals: Andrea Cunningham Guitars: John Beattie Bass: Alasdair Vann Drums: Alan Hamilton Bagpipes: Calum McColl Accordion: Gary Innes Music & Lyrics: Andrea Cunningham & John Beattie Recorded & mixed by Murray Collier at La Chunky Studios, Glasgow, Scotland Hosted on Acast. See acast.com/privacy for more information.

Whisky should be fun, declares Dawn Davies, outgoing commercial buying director for global whisky retailer The Whisky Exchange. She wants to shatter many of the myths around whisky. Like you can't mix Lagavulin with Coca-Cola. She calls it the "smoky cokey". And "it's absolutely delicious," she says. Then there's the "geeky" stuff. "I'm a fermentation geek through and through," she admits, because different yeasts create different flavours. Before that there's the grain: barley, corn or rye... etc. Each gives a different flavour. Then there's the type of still that's used to create the new spirit. And finally the oak. "I could talk about oak for at least an hour and a half, minimum," Dawn gushes. "You get so much flavour from the oak. And it's not just about the wood giving the flavour, or what was in the wood before. It's also the interaction of oxygen on the alcohols, which gives you all these incredible characters and wood changes so much." Knowing about the geeky, technical side of whisky production, Dawn insists, can help you understand what whiskies you might like. So settle in for an unconventional take on what makes whisky great from a true whisky aficionado who "thinks about booze all the time". Join John and Dawn as they discuss: ➡️Dawn's journey from wine lover to whisky expert. ➡️The unsung heroes of flavour: Yeast and Fermentation. ➡️How different still shapes and oak types define your dram. ➡️The rise of global whisky and what to watch next. ➡️Breaking the rules: Whisky cocktails, ice, and pairing with food. ➡️How to bring the next generation of drinkers into the category. Whether you're a seasoned whisky drinker or just starting your journey, this conversation is packed with insights to help you understand and enjoy whisky even more. Slàinte! ------- Socials: @C2GWhisky | @JohnRossBeattie   Creator & producer: David Holmes Art work & design: Jess Robertson   Music: Water of Life (Never Going Home) Vocals: Andrea Cunningham Guitars: John Beattie Bass: Alasdair Vann Drums: Alan Hamilton Bagpipes: Calum McColl Accordion: Gary Innes Music & Lyrics: Andrea Cunningham & John Beattie Recorded & mixed by Murray Collier at La Chunky Studios, Glasgow, Scotland Hosted on Acast. See acast.com/privacy for more information.

Ever wondered what it actually takes to break into the whisky industry? John sits down with recruitment specialist Nicola McRedmond, founder of DrinkAbility, to discover the hidden roadmap for your career. From mastering the art of networking to the specific roles in high demand right now, this is your blueprint for landing your dream job in spirits. In this conversation with Nicola, we dive deep into the current state of the whisky job market. From the shifting roles of brand ambassadors to the "incestuous" nature of industry hiring, Nicola shares expert advice on how to stand out and build a career in the world of spirits. Whether you're looking to break into the industry or want to understand the business case for diversity and inclusion in whisky industry, this episode offers a candid look at the people behind the bottles. Slàinte! ------- Socials: @C2GWhisky | @JohnRossBeattie   Creator & producer: David Holmes Art work & design: Jess Robertson   Music: Water of Life (Never Going Home) Vocals: Andrea Cunningham Guitars: John Beattie Bass: Alasdair Vann Drums: Alan Hamilton Bagpipes: Calum McColl Accordion: Gary Innes Music & Lyrics: Andrea Cunningham & John Beattie Recorded & mixed by Murray Collier at La Chunky Studios, Glasgow, Scotland Hosted on Acast. See acast.com/privacy for more information.

Step into "Scotland's greatest story" and discover one of the 7 Wonders of the Scotch Whisky World - the Diageo Claive Vidiz Scotch Whisky Collection - curtesy of Susan Morrison, CEO of the Scotch Whisky Experience in Edinburgh. Let Susan "dram you" into discovering whisky for the first time or into expanding your whisky journey no matter how experienced you are. Over nearly 40 years the Scotch Whisky Experience, located at the top of Castle Hill right next to Edinburgh's iconic Castle, has played host to over nine million visitors from around the world. Its centrepiece is the legendary Claive Vidiz whisky collection - 3,384 bottles of Scotch whisky amassed by, and named after, the Brazilian businessman and whisky enthusiast. Ranging from the most humble supermarket blends to the rarest single malts ever produced, this priceless collection was once the Guinness Book of Records' largest collection of unopened whisky bottles in the world. The recipient of the 2024 Dr Jim Swan Award for Services to Scotch Whisky, Susan began working at the Scotch Whisky Experience as a university student when it first opened in 1988. Now the Experience's CEO, Susan's the perfect guide to take you on a celebration of Scotland's national drink and the world's favourite spirit. Slàinte! ------- Socials: @C2GWhisky | @JohnRossBeattie   Creator & producer: David Holmes Art work & design: Jess Robertson   Music: Water of Life (Never Going Home) Vocals: Andrea Cunningham Guitars: John Beattie Bass: Alasdair Vann Drums: Alan Hamilton Bagpipes: Calum McColl Accordion: Gary Innes Music & Lyrics: Andrea Cunningham & John Beattie Recorded & mixed by Murray Collier at La Chunky Studios, Glasgow, Scotland Hosted on Acast. See acast.com/privacy for more information.

How do you market whisky in the 21st century? Or as ex-Diageo marketing guru, Nick Morgan, puts it: How do you get "liquid on lips"? A Keeper of the Quaich and the 48th inductee in the Whisky Hall of Fame, Nick's written the definitive history of Johnnie Walker, the best-selling Scotch whisky in the world: Johnnie Walkder: A Long Stride - The Story of the World's No 1 Scotch Whisky. Red label. Black label. Blue label. Green label. Gold label... For over 200 years Johnnie Walker blended Scotch whisky has been the world's leading whisky brand recognised and enjoyed in over 180 countries. And, as Nick explains, for over a hundred years, Johnnie Walker has stuck to one abiding image and message: the Striding Man. In this episode, Nick explains what works and what doesn't work when it comes to marketing whisky. As a historian, Nick's studied whisky marketing techniques from the late 19th and early 20th century: "There was a lot of marketing [then]. People didn't call it that, but my goodness me, they were doing marketing of the most brilliant kind, some of the early brand owners, big brand owners. "I think one of the things then was that everyone really understood their product. They really understood what they were selling. They understood the whole whiskey thing." So join John as he and Nick discuss what works and what doesn't when it comes to marketing whisky; and what some of the new distilleries are getting right and wrong. Discover how sherry had an impact on the explosion of the whisky market in the mid- to late-19th century beyond providing casks. And learn how the prohibition movement in the UK between 1900 and 1935 led to an 80% fall in the consumption of spirits - most of it whisky - and how the how industry found new global markets. Could this provide a template out of the current slump in whisky sales. As Nick puts it, perhaps "some of the new market [for whisky sales] are talking to new consumers in old markets and finding relevant ways of talking to them." Slàinte! #whisky #podcast #interview #WhiskyMarketing #scotchwhisky #NickMorgan #CaskToGlass #johnniewalker ------- Socials: @C2GWhisky | @JohnRossBeattie   Creator & producer: David Holmes Art work & design: Jess Robertson   Music: Water of Life (Never Going Home) Vocals: Andrea Cunningham Guitars: John Beattie Bass: Alasdair Vann Drums: Alan Hamilton Bagpipes: Calum McColl Accordion: Gary Innes Music & Lyrics: Andrea Cunningham & John Beattie Recorded & mixed by Murray Collier at La Chunky Studios, Glasgow, Scotland Hosted on Acast. See acast.com/privacy for more information.

Is whisky ownership the ultimate tangible asset? In this episode of Cask to Glass, we go behind the scenes of the whisky industry with Russell Spratley and Ross Archer from Spiritfilled. From their roots in finance to launching an award-winning independent bottling brand and an HMRC-approved bond, they share what it really takes to navigate the world of casks. We dive deep into: •The reality of whisky as a tangible asset vs. a financial instrument. •How the Braeside Bond is creating a new standard for transparency and "experience-led" storage. •The revolutionary NEOC (New Era of Cask) process that is transforming how spirits are finished. •How Scottish rugby legend Finn Russell became the face of their brand. •The current state of the global whisky market and why "time" is the most valuable ingredient. Whether you're a seasoned collector or just curious about owning your first cask, this conversation offers a rare, honest look at the craft and business of Scotch whisky. Slàinte! ------- Socials: @C2GWhisky | @JohnRossBeattie   Creator & producer: David Holmes Art work & design: Jess Robertson   Music: Water of Life (Never Going Home) Vocals: Andrea Cunningham Guitars: John Beattie Bass: Alasdair Vann Drums: Alan Hamilton Bagpipes: Calum McColl Accordion: Gary Innes Music & Lyrics: Andrea Cunningham & John Beattie Recorded & mixed by Murray Collier at La Chunky Studios, Glasgow, Scotland Hosted on Acast. See acast.com/privacy for more information.

What does a 6,000-mile journey from Africa to a Scottish distillery have to do with a rare 30-year-old whisky? John Johnstone shares "The Swallows' Tale", a story of family legacy, natural cycles, and the spirit of Glenkinchie Distillery. From his roots in the mining community of Tranent to his transition from engineering into the heart of the whisky industry, John shares a deeply personal look at the people and history behind the "Lowland Legend." We dive into the arrival of the swallows at the distillery, the craftsmanship behind the legendary 30-year-old release, and how sharing a dram at the visitor center has a unique way of restoring faith in humanity. Slàinte! ------- Socials: @C2GWhisky | @JohnRossBeattie   Creator & producer: David Holmes Art work & design: Jess Robertson   Music: Water of Life (Never Going Home) Vocals: Andrea Cunningham Guitars: John Beattie Bass: Alasdair Vann Drums: Alan Hamilton Bagpipes: Calum McColl Accordion: Gary Innes Music & Lyrics: Andrea Cunningham & John Beattie Recorded & mixed by Murray Collier at La Chunky Studios, Glasgow, Scotland Hosted on Acast. See acast.com/privacy for more information.

There are a lot of supposed "rules" when it comes to whisky. But for Ann Miller "rules are meant to be broken". AKA The Dram Queen, Ann's been demystifying the flavour and vocabulary of whisky for years, from explaining how a drop of water unlocks the taste of a dram to explaining the science of what goes on in the cask. In this episode of Cask to Glass, John Beattie chats to one of Scotland’s most esteemed whisky educators. With a career spanning from the Scotch Whisky Experience in the 1980s to Chivas Brothers, Ann shares her deep expertise on the heritage, science, and evolving landscape of Scotland's national drink. We dive into the fascinating chemical reaction that occurs when adding water to whisky, the rise of non-age statement expressions, and the innovative cask finishes shaping the market today. Ann also reveals her "Desert Island" whiskies and provides professional tips on how to truly assess and savour a high-end dram. Whether you’re a seasoned connoisseur or just beginning your whisky journey, this conversation is packed with insights to help you appreciate the "water of life" on your own terms. #whisky #scotchwhisky #podcast #DramQueen #WhiskyTasting #CaskToGlass #Speyside #singlemaltscotch Slàinte! ------- Socials: @C2GWhisky | @JohnRossBeattie   Creator & producer: David Holmes Art work & design: Jess Robertson   Music: Water of Life (Never Going Home) Vocals: Andrea Cunningham Guitars: John Beattie Bass: Alasdair Vann Drums: Alan Hamilton Bagpipes: Calum McColl Accordion: Gary Innes Music & Lyrics: Andrea Cunningham & John Beattie Recorded & mixed by Murray Collier at La Chunky Studios, Glasgow, Scotland Hosted on Acast. See acast.com/privacy for more information.