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Just how innovative is the whisky industry?

A panel of industry experts is to discuss just how innovative the whisky industry really is, and how it can tap into a new generation of whisky drinkers at The Distiller’s City Debate 2015 in London.

The Worshipful Company of Distillers

Compared with white spirits, whisky is often perceived as aiming its appeal to mature drinkers with a focus on tradition and heritage, said The Worshipful Company of Distillers in a release announcing the event. However the industry has discovered a “vast market” of new potential consumers looking for “excitement, prestige, value, and even flavours, never previously dreamt of”, it continued. 

Trevor Stirling, beverage analyst at Sanford C Bernstein, who will chair the discussion, said: “The whisky industry faces something of a paradox in subjecting itself to very tight definition to preserve its heritage and guard its long term future, while re-inventing itself all over the world to broaden its appeal to new consumers. This discussion will focus on whether the two are compatible”

Held on 14 May, the event will be a chance for members of the trade to get an insight into the whisky market, and take part in the discussion.

Panellists will include Damien Heary, director for Innovation and Planning at William Grant & Sons, Glen Gribbon, director of blends at Edrington, spirits writer Ian Buxton and beverage analyst Ian Shackleton, managing director of Nomura International.

Grain whisky, once perceived as the least exciting part of the portfolio but which now commands a premium, will be one of the topics up for debate, as well as how technical advances have improved consistency and reduced cost.

For more information click here or email David Grant at

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