“A STUDY ON THE JOURNEY OF INDIAN SINGLE MALT WHISKY”

SubmittedBy:Submittedto:

Aniket BhardwajMr. Mukesh Mishra

ROLL NO: 1941220008

STATE INSTITUTE OF HOTEL MANAGEMENT YAMUNANAGAR

 BHAMBHOLI

CERTIFICATE

This is to certify that I Aniket BhardwajFinal year students of B.Sc. H&

HA have completed the Research Project entitled on“A STUDY ON THE

JOURNEY OF INDIAN SINGLE MALT WHISKY”in

partialfulfilment of the requirements as laid down by.INSTITUTE OF

HOTEL MANAGEMENT CATERING TECHNOLOGY & APPLIED

NUTRITION, YAMUNANAGAR BHAMBHOLI (As per NCHMCT

Curriculum requirements) for the Bachelors in Hospitality & Hotel

administration, during the academic year 2021-22.

Signature of guide: -
 GUIDE CERTIFICATE

This is to certify that the Research Project on“A STUDY ON THE

JOURNEY OF INDIAN SINGLE MALT WHISKY”has been

successfully compiled by Aniket Bhardwaj as a partial fulfilment of

academic requirement of the three-year degree in Hotel and

Hospitality Administration from Institute of Hotel Management,

Catering and Nutrition, Yamunanagar.

Aniket Bhardwaj (194122008)

Mr. Mukesh Mishra (Project Guide)

 DECLARATION BY THE STUDENTS

We declared that the project entitled “A STUDY ON THE JOURNEY

OF INDIAN SINGLE MALTWHISKY”is an original and Bonafide

work carried out by us in a partial fulfilment of the requirement of

B.Sc. (Hotel and hospitality Administration)

We also declare that no part of this study has been published or

submitted a project for any degree/diploma of any

institute/university.

Aniket Bhardwaj

Signature of candidate:

4|Page
 ACKNOWLEDGEMENT

It gives us immense pleasure and sense of achievement in preparing this

project report titled, “A STUDY ON THE JOURNEY OF INDIAN

SINGLE MALTWHISKY”as per the requirements for the completion

of Bachelors in Hospitality and Hotel Administration. Research and

study is an endless ocean and one requires guiding and support by

several individuals in order to drive out a hand full of pearls from its

depth. It is difficult to acknowledge so precious a debt that is difficult

to repay except through gratitude.

We wish to express our deep feeling of gratitude towards our project

guide cum mentor, Mr. Mukesh Mishra Project Guide for his

guidance, constant encouragement, and constructivesuggestions

without whose supervision this could not have been possible.

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 INDEX
 INTRODUCTION…………………………..07

 OBJECTIVE………………………………….34

 HYPOTHESIS…………………………………35

 REVIEW OF LITERATURE……………….36

 RESEARCH METHODOLOGY…………..54

 DATA ANALYSIS…………………………56

 REFERENCE………………………………61

 QUESTIONNAIRE…………………………68

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 INTRODUCTION

WHAT IS BEVERAGE?

Any portable liquid which is alcoholic or non-alcoholic is known as beverages

Beverages are mainly consumed to quench thirst, feel fresh, to compensate the loss of

body fluid due to perspiration

Beverage are basically classified into two types

Alcoholic
Non-alcoholic

Alcoholic drink are classified into three types they are

 Fermented drink

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 Brewed and fermented drink

 Distilled drink

ALCOHOLIC BEVERAGE CLASSIFICATIONS

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WHAT IS STILLING?

The stilling is a process of separating alcohol from water. There are two types of still

used for distilling spirits.

• The pot still

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• The patent still

(THE POT STILL)

(PATENT STILLING)

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The definition of whisky changes depending on the country and even laws but

everywhere whisky is still made from grains, yeast and water and it is stored in a

wooden cask for a period of time. The end result is a drink that has a high alcohol

level. (Hoffmann 2008, 10.)

WHISKY STYLES AND PRODUCTION

There are several different whisky styles. In Alko’s webpage (2019 B) different whisky

styles have been defined as Scotch blends, Scotch malt whiskies, American whiskies

and other whiskies. Other whiskies are from countries like Japan, Sweden or India.

Alko’s webpage explains that Scotch blend whiskies are the most common whisky

style, and that they are produced by mixing multiple different whiskies together. In

taste they are light, fruity and sometimes oaky. Alko also describes Scotch malt

whiskies that they are made from malted barley and only from one distillery’s

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whiskies. Alko’s description of malt whis- kies is that they taste strong and are

sometimes smoky in flavour. Russell (2003, 279-281) has stated that Scotch whisky is

made in Scotland from cereals, yeast and water only and that there are two types of

Scottish whisky, malt whisky and grain whisky which in this case means blended

whisky.

Alko (2019 B) describes American whiskies that they are often made from corn in

which case they are called bourbon and that corn makes the taste softer with

maturation in new oak casks that give vanilla flavours, while Russell (2003, 279-281)

describes American whisky that it is an alcoholic distillate from a fermented mash of

grain, stored in oak con- tainers and bottled at no less than 80 % proof.

By observing the definitions above, it seems that there are many different ways of

defining whisky. There are still some general rules and regulations that adhere to what

can be called certain types of whiskies and they are listed below.

Scotch whisky is defined in UK law in the Scotch whisky order, that it can be called

Scotch whisky with only the following details:

• Whisky has been produced at a distillery in Scotland from water and malted

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barley

• Distilled in alcoholic strength less than 94,8 %

• Has been matured in Scotland in oak casks of maximum 700 litres for at least

three years

• No substance other than water and spirit caramel has been added (Russell 2003,

279.)

Broom (2014) explains the differences between different whiskies in the following

way. Single malt whisky is made only from malted barley but other whiskies can be

made from grains like corn, rye or wheat (Broom 2014, 44-45). A scotch blend whisky

is a mixture of grain whisky and single malt whisky (Broom 2014, 56). Bourbon

whisky is from America and it has to contain at least 51% corn (Broom 2014, 44). It

also has to be matured in new American oak casks. (Broom 2014, 54).

Because there are so many definitions and regulations used to indicate whisky styles, it

seems that certain style of products represent a certain type in ingredients or taste. If

for example a bourbon whisky is always made from a certain ingredient and in certain

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way, consumers who have tasted bourbon whiskies probably know what to expect.

Whisky is also produced in a certain way, Nikkanen (2017) explains the production

steps in the following way. The only allowed grain in single malt whisky is malted

barley. First the barley is malted by soaking the barley in tanks of water for a few days.

The barley starts to sprout and it continues for around five days. The goal for the

malting is to activate the enzymes in the grains to convert the starch in the barley to

sugar. The barley is then dried to make sure that the barley doesn’t start to grow. The

smokiness or non-smokiness in whisky comes from the method of drying the barley.

Some distilleries burn peat which creates a smoky flavour to the barley when others

use coal to get no smokiness. (Nik- kanen 2017, 11, 14.)

After the barley is dried, it’s grinded finer. The crushed barley is then pumped to large

containers which are called mashtuns and warm water is added. The warm water

converts the starch in to sugar and the sweet liquid that comes out of this process is

called wort.

Yeast is added to the wort and together with the sugar, alcohol is made. The liquid is

then distilled and put in to oak casks to age. (Nikkanen 2017, 14-15.) Distilling is when

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a pres- sured copper still is heated to evaporate alcohol (Nikkanen 2017, 18).

The maturation of whisky has to be done in oak casks (Broom 2014, 53). Broom

(2014) explains about the maturation of whisky like so; During maturation the harsh

elements of the spirit are evaporated and the liquid absorbs colour, aromas and tannins

from the bar- rel. Bourbon whisky has to be matured in new casks but other whiskies

re-use casks. (Broom 2014, 53-54.)

Broom (2014, 53) claims that up to 70 % of the flavour in whisky comes from the

barrel or in other name cask it is matured in, while Nikkanen (2017,19) claims that 60

– 80 % from the flavour comes from the cask. While Russell (2003, 211) states that the

most important contributor to the flavour is the cask, it is clear that the cask plays a

significant role in the flavour even though there might be differing opinions on how

much.

Different oak casks give different aromas, Nikkanen (2017) gives an example that he

has tasted whiskies with very different taste profiles even though originally the liquid

has been completely the same. The whiskies have only been matured in different casks

which have created the difference. (Nikkanen 2017, 52-53.) American oak is first used

in bourbon whisky and then re-used in different countries for other whiskies and

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European oak is used in maturing sherry and then used in whisky maturation (Broom

2014, 54). Sherry is a fortified white wine (Wines from Spain 2017). Both Broom

(2014) and Nikkanen (2017) state that American oak gives aromas like vanilla, coconut

and cherry pine and sherry casks give aromas of dried fruit, clove and resin. (Broom

2014, 54; Nikkanen 2017, 55- 56). If multiple sources list the same taste profiles for

certain cask types, the flavour pro- files are probably accurate.

Whisky is very versatile in ways of enjoying it (Honkanen & Nikkanen 2013, 15). It

can be enjoyed neat meaning that there is nothing added in it, on the rocks which

means with ice, or in cocktails. Whisky can be enjoyed with different soft drinks like

soda, tea or even co- conut water. Whisky’s taste and texture allow for different

creations in cocktails, it can be used in sweet, spicy, sour or bitter cocktails. (Johnnie

Walker Webpage 2016.) Whisky can also be enjoyed with water. Water mixes with

ethanol, which in this case is whisky and dilutes it and in different proportions creates

different aromas. (Nikkanen 2015, 11.) Nikkanen (2017) claims that there is no right or

wrong way to enjoy whisky, there is only the right way to enjoy whisky in that

particular occasion (Nikkanen 2017, 30). By observ- ing Johnnie Walker’s webpage,

which is a whisky webpage on how to to drink whisky, they make the same statement

that there is no right or wrong way to drink whisky, as long as you drink whisky

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(Johnnie Walker webpage 2016). Still many whiskies have their own serving

suggestions or preferred way of enjoying a particular whisky.

Global whisky history

This chapter goes through the global history of whisky and how it has developed in to

the products it is today. This chapter also explains differences between whisky

countries and how whisky has been consumed through history in different ways.

The art of distilling started from Persia before the 10th century by the works of

alchemists Jabir, al-Kindi and Rhazes. Later in the 12th century, due to men called

Robert of Chester and Michael Scot the knowledge of distilling was translated from

Arabic in to Latin. The first mention of beer being distilled in Britain is in Chaucer’s

The Canterbury Tales in years 1378-1400. The most renowned mentioning in English

history of Scottish whisky distilla- tion is from 1494, when recordingly King James IV

of Scotland ordered aqua vitae, mean- ing water of life as in spirit alcohol, from monk

Brother John Cor, which Broom (2014) mentions. (Broom 2014, 13-14.) Russell

mentions the same history recording (Russell 2003, 1-2).

Although a common perception of distilling history is that the first spirit alcohols were

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mainly used in medicinal purposes by the English court’s physicians, or masters of

medi- cine, some history markings claim that alcohol was used to be enjoyed. For

example Hec- tor Boece mentioned this in The History and Chronicles of Scotland in

1527. Also a travel- ler called Fynes Moryson was first of the group of writers who

recorded milestones of whisky’s history in the 1600s. He discovered whisky in Ireland

when he was travelling dur- ing a war. He witnessed King James I take over Ulster and

hand over the sole right to dis- til whisky to a man called Sir Thomas Phillips in

o’Cahane’s county. Over the years flavour distilled whisky would become a popular

drink within the landed gentry. (Broom 2014, 14- 15.) Gentry was a term used for

high-class people (Harte & Quinault 1996, 4).

After the 17th Century whisky distillation started to commercialize in Scotland and

Ireland. The government tried to control the consumption with legislation without

success. The leg- islation caused many of the Lowlands area distillers to be run out of

business due to costs being higher than prices. In 1784 Scotland was separated in to

two parts, the lowlands and highlands with both having their own legislation. In the

highlands the government tried to commercialize private farmers’ distillations again

without success, causing whisky distil- lation to go underground. Land owners ignored

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the distilling processes of farmers to keep the tenants on the land. Many of them

located in the Glen Livet, Kintyre and Islay areas which were harder to patrol but close

enough to have good connections to the markets. In 1823 the legislation was changed

to ease the whisky production by relieving taxation and permitting export. After this

whisky started to commercialize even more and eventually, le- galize. (Broom 2014,

17-19.)

When a need for lower cost whisky emerged in the lowlands, the grain whisky came to

be a solution. The changes in legislation in 1853 and 1860 that allowed large-scale

blending were the first steps in to the whisky industry we know today. Blending would

initiate cer- tain styles of whiskies and whisky brands would start to have their own

signature blends and styles. (Broom 2014, 27-29.)

A lot of settlers who were farmers moved to America from Europe in the 1700’s. Once

set- tled in their new land, they farmed rye and corn for food but also liquor, which

would be the first versions of American whisky. Whisky started to spread across the

country and would start to be shipped in casks. The shipping would take some months

just in time for the liquid to get some colour and for it to be smoother. (Broom 2014,

23-24.)

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In the beginning of 1800’s, the Americans would make Slings or Juleps from whisky

that meant putting sugar and herbs in it and later even bitters to make some of the first

cock- tails (Broom 2014, 24). Bitters are concentrated drops of flavour (Broom 2014,

186). The production of whisky in America started to get consistency from the arrival

of modern tech- niques in 1824. In the same year a distillery was built in Canada for

commercial produc- tion that would create the basis of Canadian whisky industry.

(Broom 2014, 25.)

The civil war in America from 1860 to 1865 made whisky production hard for smaller

dis- tillers and it was a luxury not everyone could afford. After the war a lot of

distillers were lo- cated in Kentucky, which had survived the war in quite good

condition. Canadian whisky also started to pour in to America due to the shortage in

American whisky. Even though consumption of whisky was declining, eventually it

was banned completely in 1920. (Broom 2014, 25-27.)

Alcohol consumption did not increase during prohibition but consumption shifted from

beer to spirits. Illegal stills were producing whisky along the Appalachians and Scotch

whisky was also coming through American borders. Whisky was produced in America

up until World War II which forced whisky production to be shut down. Scotch whisky

was shipped to America during the war and it continued afterwards. (Broom 2014, 34-

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38.)

By examining the history of whisky production and consumption, it is clear that

different types of whiskies have existed a long ago already and they have been

consumed in differ- ent ways through history.

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WHISKY

Whisky: it is a spirit distilled from fermented barley, corn during fermentation the

drink gets its amber colour.

Type of whisky

• Scotch

• Irish

• Canadian or rye American or us Bourbon whisky

• Japanese

• Indian

• Scotch: it is world’s finest whisky

• Scotch whisky is distilled in Scotland

• Irish : Irish whisky is distilled in Ireland

• The Irish spells whisky as ‘whisky’

• Canadian: Canadian whisky is distilled in Canada

• American or us: American whisky is distilled in America

• The American’s spell whisky as ‘whisky’

• Bourbon whisky is named after the country bourbon which is prepared in

• Kentucky

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Tennessee whisky is whisky is distilled in Tennessee

• Japanese: Japanese whisky is distilled in Japan

• Indian: Indian whisky is distilled in India

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Whisky today

From the early 1900’s whisky was consumed more until 1970’s when it started to

decline. In the 1980’s many distilleries were forced to shut down due to the decline in

whisky con- sumption. During the decline, single malt whiskies started to gain

popularity and the trend has continued. Also other whiskies have gained market share

and the biggest increase in whisky sales in total has been after the new millennium.

(Broom 2014, 34-41.)

After the millennium whisky has been doing globally really well. In India there has

been new distilleries and new Indian whiskies coming to the market.

WHISKY HISTORY IN INDIA

Many people may not immediately think of India as a major Whisky producer, but

that’s exactly what it is.Whisky has been in India since it was colonised by the British.

Scotch was very popular with the British soldiers and was imported in large quantities.

It was also not unheard of for the British to set up distilleries in India as well like

Edward Dyer did in Kasauli. He had the parts brought in from Scotland.

The first producers of Whisky in India were Amrut, who have been established since

1948, although they produced other Spirits first. It was in 1982 that they started

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producingWhisky. However, single malts were not popular at the time, so the liquid

was used to create blends.

Paul John, the second most notableIndian Whisky producer, has been creating Whisky

since 1996. Again, they mostly specialised in blends but began making single malt in

2008.

Categories of Whisky

Most of the 189 million cases of Whisky produced in India isn’t what we would

consider Whisky. Rather than being made from malted grains, it is made from

molasses and is thick and very sweet. In fact, Whisky accounts for nearly 60% of the

Indian-made foreign liquor market.

This stuff is massively popular there because it is easy to access and it is cheap, around

$18 per bottle, oftentimes less, whereas blended Scotch costs around $24.

Whisky by Scotch standards, as produced by Amrut and Paul John amongst others, is

considered craft in India. But Scotch itself only accounts for around 1% of Whisky

consumed in India. The irony of this is that they sell brilliantly outside of India, all

across the world, but very little domestically.

The Processes

Indian Whisky is produced in much the same way that Scotch is. The exception is that

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Angel’s Share is going to be much, much bigger considering the difference in

temperature.

One year of maturation in India is similar to three years in Scotland, so much of their

malt is younger. To be sold in the EU it still has to be aged for 3 years, but Indian malt

is less likely to come with high age statements like 12 or 15 years.

They also use 6-row barley, rather than 2 row, which is more commonly used across

the globe, and this is said to impart a spicier character. It is also grown in the north of

India, so has to be transported long distances to be distilled in the south, where Amrut

and Paul John are based.

The grain isn’t typically used in other parts of the world because it isn’t modified for

use in making malts. However, it produces a spicy flavour profile that many Indian

producers think it better.

It is still made in pot stills and oak casks, so a lot of the processes are the same. The

flavours will be affected by the environment and ingredients used. Any peated malts

made in India are made from Scottish peat of pre-peated barley that has been imported.

Flavour Profile

Indian Whiskies tend to be fruitier than other country’s malt. they are also very sweet,

with bog notes of caramel, treacle and vanilla.

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Fruits really do abound in Indian malt, especially fruits you don’t get in Scotland, like

mangoes, bananas and pineapple. The body tends to be slightly lighter and fresher due

to the shorter length of time the liquid spends in the casks.

Amrut Fusion Single Malt Whisky

Amrut Fusion Single Malt Whisky is an exceptional Indian single malt and has been

recognised with multiple gold medals and awards.

The nose begins with big notes of barley and malted grains. Lots of citrus fruits and

spices also come through. The palate is peaty and warming, with spices and more fruit.

The flavours are really well developed and the difference between this and a Scotch is

obvious. The body is refreshing and light, dancing over your taste buds. Darker notes

of bitter coffee and chocolate come in towards the end. The finish is rich and bold,

with more peat and sweet caramel.

Paul John Classic Select Cask Single Malt Whisky

Another excellent malt, Paul John Classic Select Cask Single Malt Whisky - this time

without peat. The nose begins with lots of dessert qualities of soft sponge and dried

fruit. Raisins, apricots and pineapple add wonderfully sweet and tangy notes.

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RAMPUR

Rampur is aimed at the discerning single malt drinker who is receptive to new

experiences, the subtleness of flavour and uniqueness of taste.

The nose of the Rampur begins with a fruit bowl of flavours. It also has lots of

sumptuous dried fruits, like raisins and apricots to give a slight tang to the flavour.

These flavours blossom on the palate. The fruit becomes fully ripe, bursting with

flavour and mixing well with the warming cinnamon and nutmeg. The finish is strong

but short, with more spice and final caramel sweetness.

AMRUT COCKTAILS:

 MINT JULEP:

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Ingredients: 10-12 mint leaves, 70 ml Amrut Single Malt, 20 ml sugar syrup, 2 dash

of aromatic bitters (Angostura).

Process: Shake them together with ice and pour in a chilled glass. Garnish with

crushed ice and a few mint leaves.

 Whisky Punch:

Ingredients: 60 ml Amrut Single Malts, 2 slice lemons peel, 15 ml lemon juice, 10 ml

sugar syrup, 45 ml chilled water.

Process: Shake all the ingredients together with 1 slice of lemon peel and serve in a

chilled glass with ice. Garnish with a lemon peel squeeze.

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  Boulevardier:

Ingredients: 45 ml Amrut Single Malt, 30 ml sweet vermouth, 30 ml Red bitter

liqueur (Campari).

Process: Stir all the ingredients together and strain in a chilled glass.

 Manhattan:

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 Ingredients: 60 ml Amrut Single Malt, 30 ml sweet vermouth, 1-2 dash of aromatic

bitters (Angostura).

Process: Stir all the ingredients together and strain into a chilled glass. Garnish with an

orange twist and a cherry.

 Old Fashioned:

Ingredients: 45 ml Amrut Single Malt, 1 sugar cube, 2-3 dashes of aromatic bitters

(Angostura), ice cubes.

Process: In a glass, muddle a sugar cube with the bitters. Add Amrut whisky and ice

cubes. Stir well and garnish with an orange twist.

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PAUL JOHN COCKTAIL

 Nirvana Summer Cocktail:

 Part of The A B C Home Bartending recipes, the Nirvana Summer is an easy,

effortless homemade drink. It is perfect to serve in a footed Pilsner glass or a
Mason jar and include ingredients already available in your kitchen!
 Ingredients:
 60ml Paul John Nirvana
 2 wedges lime
 60ml orange juice
 5ml ginger juice
 Top up with Sprite/7Up
 Garnish: orange wedge, snapped ginger slice, mint/thyme sprig
 To make this summer favourite, fill up your glass with ice. Then go ahead and
add 60ml of Paul John Nirvana, 60ml of orange juice, 5ml of ginger juice and
two lime wedges.
 Once done, snap a ginger and drop it in and, finally, top it up with either 7Up or
Sprite and stir. Add some garnish and this classic whisky and orange juice
cocktail is ready to be enjoyed.
 Nirvana Spritzer. This whisky and lime cocktail offers a touch of lemongrass
for a yummy drink that is also healthy!
 Ingredients:
 60ml Paul John Nirvana
 2 freshly cut slices of ginger
 2 lemongrass leaves
 2 wedges lime
 Sprite to top
 Garnish: Lemongrass
 To make this refreshing cocktail, simply fill the glass with ice and pour in 60ml
of Paul John Nirvana. Proceed to squeeze and then drop in the two lime wedges

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 into the glass. Fold and twist the lemongrass leave to release the flavour and
drop it into to glass. Top it off with Sprite, snap the ginger slices and drop into
the drink and, finally, stir!
 The Nirvana Spitzer is best served in a Collins or Tall glass and best enjoyed
with some friends ready to hail the summer!

OBJECTIVE:

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 o To study the popularity of Indian single Maltwhisky In Public

o TO study the consumption patterns of the Indian single malt whisky.

o Comparison betweenthe Indian single maltwhisky aroundtheworld.

o What are the other Preference of whisky by the People over India Single

Maltwhisky

HYPOTHESIS OF THE STUDY

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In order to attain objectives, the following hypothesis formulated to achieve the
objectives of the study:
H1: Indian single malt is less popular single malt.
H2: People are consuming less Indian single malt.
H3:Indian single malt and other single malt had no diiference.

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 REVIEW OF LITERATURE

HISTORY OF SINGLE WHISKY

The process of distillation was discovered by the Egyptians and Chinese for the

extraction of perfumes and adapted by the monks in Europe for the distillation of wine

and brandy. The distillation process arrived relatively late in Scotland. The year 1494

saw the first record of a distillation taking place in the country.

In 12th century a form of whisky was being distilled in Ireland and then it was

introduced in Scotland by the monks of Celtic Church.

St. Columba travelled from Ireland to Iona in 563 A.D. The Scottish Island of Islay,

close to Iona has strong historical connections with Ireland due to the common

language called Gaelic.

The early Scottish distillers were doctors and its production was done for a medicinal

use.

16th Century

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In 16th century, 1505, the guild of surgeon barbers was given a monopoly of

manufacturing whisky. In all countries, the early distillers produced spirits that were

too raw to drink, and most had flavourings added like honey to sweeten them, herbs

and spices to give added flavour and efficacy.

17th Century

When the Scottish Parliament first taxed drinks in 1644, it referred in English to

“strong water”, in Latin to aqua vitae, and in Gaelic to “uisge beather” or

“usquebaugh”, all terms that mean “water of life”. It is widely thought that “whisky”

came about as a corruption of uisge.

The word finally achieved formal recognition in 1755 with its entry in the dictionary of

Dr. Samuel Johnson.

Whisky remained as a local spirit for centuries. In the Highlands, a type of malt whisky

would have been made in small stills for use by the local communities. Meanwhile, the

Lowlands started producing larger volumes of whisky, mostly for export to England,

where it was redistilled with botanicals into gin.

18TH AND 19TH CENTURY

In 18th and 19th century certain attempts were made to bring the process of distillation

under some controlling body. Farmers thought that whisky making is their right.

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The smuggling era ended in 1823 as the use of smaller stills was legalized and the

modern Scotch whisky industry born.

In the eighteenth century whisky was not the preferred drink for the people of Scotland

and England, Cognac and fine wines from France were more likely served at their

tables.

But in 1863 an outbreak of phylloxera in France started to destroy the vineyards. The

production of wine and more importantly cognac came to a halt. Customers had to turn

to their home product.

Malt whisky is the product of malted barley only. Grain whisky and whisky from

Ireland and the United States are produced from a wider range of cereals including rye,

wheat and corn. Some grains have been used in alcoholic beverage production in other

cultures, like buckwheat, millet, and job’s tears, but not commercially in western

culture.

DEFINITON

Single Malt Scotch is whisky made in Scotland using a pot still distillation process at a

single distillery, with malted barley as the only grain ingredient. As with any Scotch

whisky, a Single Malt Scotch must be distilled in Scotland and matured in oak casks in

Scotland for at least three years but some of the single malts are matured longer. A

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single malt whisky is distilled at an individual distillery and produced only from

malted barley. When bottled, a single malt may include whisky from several years

production from the same distillery. The age shown on the bottle reflects the length of

time the youngest whisky included in the bottling has matured in the cask.

The Scotch Whisky Association defines a single malt as follows: it must contain

exclusively of malt whisky, and it has to be distilled at a single distillery. Until World

War II, large quantities of single malt were produced in Ireland, as well.

The whisky industry around the world uses a number of different types of cask (“cask

is the appropriate term, whereas “barrel” is a size of cask) for maturation. These can be

of different sizes and also made of different types of oak. Both of these factors will

give different flavours to the maturing spirit. The influence of the the size of the cask is

determined by the ratio between the wood and the liquid inside the cask. The smaller

the cask , the more there is oak for the liquid to interact with. Conversely, the larger the

cask, the less oak would come in contact with the liquid. In simple terms, a small cask

will deliver a greater impact of wood in a shorter time than a larger one. The downside

of this is that the smaller the cask is, the quicker the whisky will become overly

woody.

The number of times a cask is filled will also have a major impact on the final flavour

39 | P a g e
of the spirit. The first time it is used, the cask is at its maximum in terms of flavour and

colour compounds. The second time it is filled, so these elements are reduced and in

the third time, the flavours get diminished even more. Therefore the cask gets

exhausted and has nothing more to give. It is no more than a neutral vessel for keeping

but not for maturing- liquid.

Knowing the size of the cask is certainly useful, but knowing the number of fills it has

had is even more so.

A single malt scotch whisky is produced only from water, malted barley and yeast at a

single distillery.

Malt whisky is distilled from varieties of spring barley (sown March – early April and

harvested August- September) as opposed to winter barley ( sown August- September

and harvested the following late July- early August).Spring barley usually has higher

starch levels than winter barley, and as starch levels determine the yield of alcohol

spring barley yields about 1.5- 2 percent more spirit than winter barley.

Scotland produces sufficient spring barley to cater for the malt whisky industry, having

current planting around 2,50,000 hectares. However, average spring barley yields in

the last 10 years have been around 10 percent higher than the previous 10 years, with

average yield now 5.5 tonnes per hectare, according to Scottish government figures.

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Barley

Barley is a grain of the genus Hordeum and belongs to the family of poaceae, or

grasses. The earliest historical evidence dates back to the year 10,500 B.C. Western

Europe has a long tradition of growing barley as well, including Scotland and Ireland.

There are two main types of barley: wild barley and domesticated barley. The latter is

in turn divided into two – row and multi – row barley. Two row barley is cultivated in

Europe and six- row barley in the U.S.A.

Most of the barley used in Scotland is grown domestically, though small quantities of

barley are also imported from the English regions of Norfolk and Northumberland. The

main growing areas in Scotland are Black Isle, Morayshire, Aberdeenshire, Fife,

Angus and Lothian. Barley suitable for the production of whisky should have low

nitrogen content; nitrogen values higher than 1.7 percent are an indicator of both high

protein and high levels of fertilizer, both of which are undesirable for whisky

production. Moreover, the barley used for whisky should have low water content,

definitely no more than 17 percent.

The reason barley is so attractive in whisky production is due to its ability to convert

starch into fermentable sugars.

When distilleries buy in barley, not only do they check for mould but also the nitrogen

41 | P a g e
content is assessed. The more nitrogen found within the grain, the less carbohydrate

there will be for turning to sugars during malting. As these sugars are vital for yeast to

feed on to produce alcohol, it is not surprising that malted barley finds it way into

almost every whisky type.

WATER

All over the world there are many varieties of water as there are of whisky. The water

in Speyside region for instance is relatively soft, because it flows over granite, it only

picks up trace amounts of minerals. In Cardhu the water flows over quartzite, while in

Inchgower it flows over red sandstone. The Glenmorangie distillery in the Northern

Highlands, uses very hard water that flows over limestone and is rich in zinc, calcium

and magnesium. It is hard to make a general statement as to whether soft water or hard

water is more suitable for whisky production. Both kinds of water contribute to each

whisky’s distinctive taste.

Even today, when a distillery is built, the first thing to be located is the water source.

Sometimes there are problems, Contamination or an unexpected drying-up of the

supply may lead a distillery to switch briefly to town water for mashing, even after it

has been chlorinated. Even some of the most traditional of Scottish distilleries have to

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pass water through a de-chlorination process as the lochs which supply them also

supply the community. Some Scottish distilleries use chlorinated town water all the

time, quite confident that first the mashing process and then the high temperature of the

bubbling pots will get rid of anything that may have an adverse effect on the spirit.

Generally and globally speaking, those are clear distilleries which take care to ensure

the quality of their water: it is not unusual for them to buy all the land around their

source so fertilizers do not accidently find their way into the supply. Obviously, the

water for cooling the condensers does not have to be of quite such a pure standard.

Of the entire world’s water, the one which has the most popularity in the local whisky

is found on Islay. The waters which feed the Ardbeg, Laphroaig and Lagavulin

distilleries. In Scotland, distilleries also prefer to draw from their reservoir through

springs which allow water stored under-ground for years rather than weeks to finally

escape.

As a rule though, Scotland distilleries work with soft water which is relatively mineral-

free and occasionally as close to pure as you are likely to find. This is because much of

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the underground water has contact with unyielding, impervious granite.

YEAST

Yeast is the third essential ingredient for the production of whisky. Just like water and

barley, yeast is a raw material. It is used to convert the sugars – obtained from the

starch contained in the barley- into alcohol. After the fermentation, the alcohol content

is called the wash, and is between 7.5% to 10%. Some distilleries use the brewer’s

yeast, the same kind that is used for brewing beer, while others have their own yeast

culture or have it cultivated by a third party according to a special recipe.

The yeast culture themselves are single-celled fungi that belong to the phylum of sac

fungi. They are microorganisms that reproduce by splitting or budding.

Louis Pasteur discovered that yeast consists of microorganisms. Pasteur was also able

to demonstrate that the production of alcohol requires fermentation. Yeast was for the

first time produced in 1883 at the Danish Carlsberg Brewery. Malted barley contains

some wild yeast, but more potent, cultivated types of yeast are required in order to start

the process of fermentation. Distilleries use different type of yeast for different type of

whisky’s, and the choices made can influence both the alcoholic content and the taste

of the final product. This is why distilleries put a lot of care and effort into culturing

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yeast.

Peat

Peat is acidic, decayed vegetation made from bog plants such as sphagnum moss,

heather, sedges and grasses- the composition varies according to the peat bog’s

location. For peat to develop there must be high rainfall, a cold atmosphere and poor

soil drainage or aeration. The waterlogged ground cannot break down the vegetation,

so a thickening layer of peat develops. Some ancient peat bogs are up to 10,000 years

old and the peat layer can run to a depth of nine metres.

In order for peat to form, the top layer of earth must be impermeable to air. Given the

right conditions, such a layer can soak up water like a sponge and turn into peat. In

coastal regions, the peat contains more sand and carries salty aromas. Peat has a major

influence on the flavour of the whisky. The peaty flavour is determined by the phenolic

content, which is measured. Modern production methods make it possible to control

phenol levels very accurately. Peat is divided into three categories: mildly peat at 1-5

ppm, medium peat at 10-20 ppm, and peat at 30-60 ppm. The peat (30-60 ppm) is the

most common.

In Highlands peat was abundantly available, kind of a free fuel. A good cutter can win

45 | P a g e
about 1,000 peats a day-not terribly efficient in terms of the heat it produces; peat was

an economic necessity for Highland malt distilleries which often had their own peat

bogs. In May or June the distillery workforce would cut the year’s requirement; no

mean task, considering that a single crofting family could use 15,000 peats a year for

domestic purposes. Once cut the peats were laid out on the heather around the peat

bank and then stacked in small pyramids called cas bhic, to dry thoroughly for a year.

Lowlands peat contain more vegetable matter, have a looser, softer texture, burn more

rapidly and give more dust. There is not much peat abundance; therefore the whiskies

there have no smoke.

Distilleries throughout Scotland use some barley dried over peat fires. However, many

Speyside and Lowland distilleries produce single malt whiskies which contain no peaty

influence. The high peat content in the Islay distilleries is because it is the only local

source of local fuel. Some Islay distilleries use malt which has been subjected to heavy

peat, with phenol levels. The smokiest ones are- Ardbeg, Lagavulin, Laphroaig- are up

around 50 ppm.

Traditionally, distillers performed this process on site in what is called a “floor

malting”. The moistened barley would be spread out on cool concrete floors and then

turned with great exertion with shovels as it germinated. Then the barley is spread on

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perforated floors, and peat fire beneath served the dual purposes of halting the

sprouting and adding the smoky taste.

DISTILLERIES IN SCOTLAND

Scotches of a place often share a regional character, and though exceptions exist. The

Scotch Whisky Association (SWA) recognizes five regions- Campbeltown, Highlands,

Islay, Lowlands and Speyside. A sixth island is included which the SWA folds into the

Highlands.

 ISLANDS-

 Highland Park

 Isle of Jura

 Scapa

 Talisker

 CAMPBELTOWN-

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  Springbank

 HIGHLANDS-

 Aberfeldy

 Ardmore

 Balblair

 Clynelish

 Dalmore

 Dalwhinnie

 Edradour

 Glen Dronach

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  Glen Garioch

 Glengoyne

 Glenmorangie

 Oban

 Old Pulteney

 LOWLANDS-

 Auchentosham

 Glenkinchie

 SPEYSIDE-

 Aberlour

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  Balvenie

 BenRiach

 Cardhu

 Cragganmore

 Glenfarclas

 Glenfiddich

 Glen Grant

 Glenlivet

 Glenrothes

 Longmorn

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  Macallan

 The Singleton of Glendullan

 Strathisla

 Tomintoul

 ISLAY-

 Ardbeg

 Bowmore

 Bruichladdich

 Bunnahabhain

 Caol Ila

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  Kilchoman

 Laphroaig

 Lagavulin

Ownership

Donald gave his brother Alexander 350 euros for his share of Laphroaig, becoming the

sole proprietor. Alexander agreed to it and immigrated to Australia where he died in

the year 1881.

Donald died in the year 1847 by falling into a vat of partially made whisky. After

Donald his son Dugald being the only person to run the operations of the distillery but

he was very young to takeover. Therefore the distillery was taken over by his uncle

John Johnston and a local farmer Peter McIntyre.

In the year 1857 Dugald Johnston took over the operations of the distillery and was

helped by his cousin Alexander Johnston. Together they ran the distillery until Dugald

died on 6th January 1877.

Alexander died in 1887 and the distillery was taken over by his sisters Mrs. Willian

Hunter, Katherine Hunter and his nephew J. Johnston-Hunter.Ian Hunter son of

Willian Hunter took over the distillery operations in 1921.

The business remained family-owned until 1954, when ownership was transferred to

Bessie Williamson, the secretary, who had been an employee of the distillery for many
52 | P a g e
years. She was the first woman owner and distillers in the industry. She knew that to

grow Laphroaig world-wide, it needed the support of an international group, one would

carry on with the old traditions and would have financial power. Therefore, she sold

the business to Long John International in 1967, but continued to conduct business

herself until she retired in 1972.

In 1990, Allied Domecq acquired the distillery and has carefully nurtured Laphroaig

ever since and making it the world’s largest selling single malt.

Consumption Pattern

In the eighteenth century whisky was not the preferred drink for the people of Scotland

and England, Cognac and fine wines from France were more likely served at their

tables.

But in 1863 an outbreak of phylloxera in France started to destroy the vineyards. The

production of wine and more importantly cognac came to a halt. Customers had to turn

to their home product.

As the British Empire expanded its global reach, Scotch whisky went with it. In rapidly

expanding and industrializing USA, drinkers also began to develop a taste for the

slightly smoky whisky, despite America’s own robust whisky industry.

20th Century

The first half of the twentieth century was vicious to the Scotch whisky industry. Llyod

George, the First World War

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 RESEARCH METHODOLOGY

‘Research’ means a scientific and systematic search for pertinent information on a

specific topic. Research is a careful investigation or inquiry especially through

searching for new facts in any branch of knowledge.

‘Methodology’ is defined as “the study of methods by which we gain knowledge, it

deals with cognitive processes imposed on research by the problems arising from the

nature of its subject matter.

RESEARCH DESIGN

MEANING OF RESEARCH DESIGN

It is a logical and systematic plan for directing a research study, the methodology and

techniques to be adopted for achieving the objectives.

NATURE OF RESEARCH DESIGN:

“A research design is indispensable for a research product. Unlike the building plan,

which is precise and specific, research is designed for a tentative plan with a series of

guide posts to keep one going on its right direction.”

Besides a research study can’t extensive and intensive, as the researchers may like it to

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be it has to be geared to the availability of date and the cooperation of the informants

thus a research design represents a compromise dictated by many practical

considerations.

Research Design refers to "framework or plan for a study that guides the collection and

analysis of data". A typical research design of a company basically tries to resolve the

following issues:

a) Determining Data Collection Design

b) Determining Data Methods

c) Determining Data Sources

d) Determining Data Collection Methods

e) Developing Questionnaires

SAMPLING PLAN:

 Type of sampling = the sample has been constructed using simple random

sampling.

 Sample Size = 100

 Respondents= Local community and tourists.

 Duration = 4 months.

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 DATA ANALYSE

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tuotteista/vake- vat-alkoholijuomat/viskit Accessed: 5 May 2019.

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Highland-Way- muovipullo Accessed: 5 May 2019.

• Broom, Dave 2014 Whisky the manual 1st ed. Octopus Publishing Ltd.

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Pro Oy

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2016. Viski Parhaita viskejä 1st ed. Readme.fi Nikkanen, Jarkko 2017. Viski! 1st ed.

Readme.fi

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alkoholin- kayttotavat Accessed: 22 April 2019.

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ed.). London: Book Power.

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 QUESTIONNAIRE

1. Age

18 - 30

31 - 50

51 - 65

66 or over

2. Gender

 Male

 Female

3. How often you drink Indian single malt whisky?

 Never

 Less than 6 times a year

 6 - 12 times a year

 More than 12 times a year

4.Do you order Indian single malt whisky in a bar/restaurant?

 Never

 Primarily other

 Rarely whisky Sometimes other products

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5.If you drink Indian single malt whisky, how do you enjoy it?

 With ice

 Nothing added in it

 Withwater

 Cocktail

6.If u drink whisky where did you enjoy it?

 At home

 In a restaurant/bar

 In festive occasions

 Elsewhere: where?

7. Which whisky do you prefer?

 Peated/smoky

 Slightly peated/smoky

 Non peated

8. Which is your favorite single malt whisky else Indian single mart?

 Scotland

 Ireland

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  USA

9.Which of these whisky would you choose?

 Single malt

 Scotch blend

 Bourbon

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