Issue link: http://digital.copcomm.com/i/898117
CATEGORY REPORT With no end in sight, the brown spirits boom has made its mark on the industry and dramatically altered the whiskey landscape. Players big and small have doubled down on creating quality products, pushing the category forward through innovative techniques and mash bills. While the typical regions should not be forgotten, whisk(e)y is no longer solely defined by these traditional geo- graphical hubs as unsuspected corners of the world increasingly produce premium whisk(e)y. In fact, some of these smaller distilleries produce the most interesting whiskies on the market today. The borders between regions have further collapsed due to the industry's collaborative efforts; distillers often offer expertise across continents and oceans and motivate others to utilize new or uncommon techniques. They also look outside their knowledge base to seek inspiration, raw materials, and unique barrels from winemakers and brewers to produce pioneering whiskies that redefine our notions of the spirit. It's been said many times before, but it cannot be overstated: The momen- tous changes in this sector wouldn't be possible without the consumer's renewed interest in the category. They push these brands to produce whisk(e)y of the highest quality that also tells a story or alters their tast- ing experience in some way. Like any great renaissance, the present market for whisk(e)y affords distillers great room for creativity and forward momentum, and while no one can predict how long this period of customer engagement will last, one thing is for certain: The whisk(e)y landscape has transformed, and there's no turning back now. EMBARKING ON A PALATE ADVENTURE WITH WHISKIES FROM AROUND THE WORLD by Emily Coleman GLOBAL drink GLOBAL november 2017 / the tasting panel / 99