“THESCIENCE AND CRAFTMANSHIP OF WHISKEY”

A PROJECT

Submitted by
Raunak Botke

In partial fulfilment for award of BBA

In
Hotel and Tourism Management

From
DR.BABA SAHEB AMBEDKAR PEN UNIVERSITY

At
GUJARAT INSTITUTE OF HOTEL MANAGEMENT
MARCH 2020
 CERTIFICATE

This is to certify that the project entitled “THE SCIENCE AND

CRAFTMANSHIP OF WHISKEY” submitted by RAUNAK BOTKE
having register number 212218 for the partial fulfilment of the requirement of 3
years BBA in hotel and tourism management embodies the bona fide work done
by him under my supervision.

DATE: ABHAY RAGHAV

PLACE: VADODARA PROFESSOR

Gujarat institute of hotel management
 ACKNOWLEDGEMENT

I would like to thank Mr Rishi Kashyap who continuously supported me to

work on this project by showering his blessings.

I would like to thank my guide Mr Abhay Raghav for his encouragement and
guidance for this project.

I would like to thank Mrs Neelima, Mr Venkatesh and Mr Rudresh the faculty
of Gujarat Institute of Hotel Management, Vadodara for their valuable
suggestion about project.

I would like to thank all my respondents who supported me for the completion
of my project.

RAUNAK BOTKE
 DECLARATION

I hereby certify that the work which is being permitted in the project entitled
“THE SCIENCE AND CRAFTMANSHIP OF WHISKEY” by RAUNAK
BOTKE in partial fulfilment of requirement for the award of degree in Hotel
and Tourism management (Dr. Baba Saheb Ambedkar Open University )
submitted in the institute of “Gujarat Institute of Hotel Management” is an
authentic record of my own work carried out during period of JANUARY 2020
to MARCH 2020 under the supervision of “Mr Abhay Raghav ” the matter
presented in this field project has not been submitted by me in any other
university or institute for the award of any degree or diploma.

Signature of student

Signature of guide
 EXECUTIVE SUMMARY

This research has been done to understand and learn about one of the most widely consumed
alcoholic beverages in the world that is whiskey. This research tells you a little bit about the
history of whiskey and how it has sustained in the global community all these years. The
research pans out factual information about the process of making whiskey known as
distillation and focuses on distinguishing the different major types of whiskey which are
Bourbon, Rye, Irish whisky, Scotch, Canadian whiskey along with some new innovation in
the industry.

The research also analyses the blend which are brewed around the world in different
distilleries of a particular geographic location. It shows how these blends are crafted into
existence.

The respondents have given their opinion about the beverage itself and their views on its
consumption and also displayed the factual knowledge about the same. This helped to know
at what position this above mentioned beverage holds in the current society, and displayed
what the current outgoing consumer think about this beverage.
 CONTENT

SR. Title Page

NO. No.
Executive summary
List of table
List of chart

1. Introduction 1-43

2. Objectives of study 44-49

 Primary objective
 Secondary objective

Scope of study
Significance of study

3. Research methodology 50-52

4. Analysis and Interpretation 53-78

5. Finding and suggestions 79-84

1. Major finding
2. Suggestions

6. Conclusion 85

Bibliography 87-88
Appendix
 LIST OF TABLES

Sr.no Title Page No.

1 Consumed alcohol 54
2 Number of family member consuming alcohol 55
3 Type of alcohol consumed 56
4 Type of alcohol preferred 57
5 Type of Whiskey consumed 58
6 Frequency of consuming alcohol 59
7 Knowledge about health benefits of alcohol 60
8 Used alcohol for medical purpose 61
9 Should people consume alcohol for Health 62
10 Price segment of alcohol consumed 63
11 Historical event influenced by alcohol 64
12 Origination of Whiskey 65
13 Accompaniments preferred with alcohol 66
14 Raw material used for making Whiskey 67
15 Opinion about whisky being a communication 68
promoter
16 Preferred way of consumption 69
17 Does person’s character and alcohol consumption 70
related
18 Would you consume alcohol through online purchase 71
19 Do people associate whiskey and social status 72
20 Identifying Whiskey Brands 73
21 Preferred place of consumption 74
22 Expansion of IMFL 75
23 When people prefer consumption of alcohol 76
24 Whiskey consumption a problem or not or not 77
25 Association of alcohol consumption and violence 78
 LIST OF GRAPHS

Sr.no Title Page.no

1 Consumed alcohol 54
2 Number of family members consuming alcohol 55
3 Type of alcohol consumed 56
4 Type of alcohol preferred 57
5 Type of Whiskey consumed 58
6 Frequency of consuming alcohol 59
7 Knowledge about health benefits of alcohol 60
8 Used alcohol for medical purpose 61
9 Should people consume alcohol for Health 62
10 Price segment of alcohol consumed 63
11 Historical event influenced by alcohol 64
12 Origination of Whiskey 65
13 Accompaniments preferred with alcohol 66
14 Raw material used for making Whiskey 67
15 Opinion about whisky being a communication promoter 68
16 Preferred way of consumption 69
17 Does person’s character and alcohol consumption related 70
18 Would you consume alcohol through online purchase 71
19 Do people associate whiskey and social status 72
20 Identifying Whiskey Brands 73
21 Preferred place of consumption 74
22 Expansion of IMFL 75
23 When people prefer consumption of alcohol 76
24 Whiskey consumption a problem or not or not 77
25 Association of alcohol consumption and violence 78
INTRODUCTION

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Whiskey, also known as whisky, is as much a broad categorization of spirits as it is a spirit
type. If you aren’t a whiskey enthusiast, you might be wondering what the difference is
between whiskey and whisky, or what the deal is with whiskey versus bourbon or scotch.
One determinant between whiskey and whisky is where it's produced. Whiskey from Ireland
and the United States is usually spelled with an “e.” Whisky from Scotland, Canada, Japan
and elsewhere is spelled without an “e.” So regional grammar is why you’ll see Scotch
whisky but Irish whiskey on the shelves. Most whiskey distillers use the plural
form whiskeys to hint that they are referring to whiskey; whereas whisky is usually pluralized
as whiskies. The difference between types of whiskies like bourbon, rye or scotch is a bit
more complex. Along with country of origin, the type of whiskey or whisky is also
determined by the grain used in the distillation process. Different grains produce different
taste characteristics. Couple that with varying distillation methods by region and producer,
and you get a wide range of flavours from sweet to spicy and from smooth to bold and
Smokey.

NAMES AND SPELLING

Much is made of the word's two spellings: whisky and whiskey. There are two schools of
thought on the issue. One is that the spelling difference is simply a matter of regional
language convention for the spelling of a word, indicating that the spelling varies depending
on the intended audience or the background or personal preferences of the writer (like the
difference between color and colour; or recognize and recognise), and the other is that the
spelling should depend on the style or origin of the spirit being described. There is general
agreement that when quoting the proper name printed on a label, the spelling on the label
should not be altered.
The spelling whiskey is common in Ireland and the United States, while whisky is used in all
other whisky-producing countries. In the US, the usage has not always been consistent. From
the late eighteenth century to the mid twentieth century, American writers used both spellings
interchangeably until the introduction of newspaper style guides.Since the 1960s, American
writers have increasingly used whiskey as the accepted spelling for aged grain spirits made in
the US and whisky for aged grain spirits made outside the US. However, some prominent
American brands, such as George Dickel, Maker's Mark, and Old Forester (all made by
different companies), use the whisky spelling on their labels, and the Standards of Identity for
Distilled Spirits, the legal regulations for spirit in the US, also use the whisky spelling
throughout.
Whisky made in Scotland is known as Scotch whisky, or simply as "Scotch" (especially in
North America).

HISTORY
It is possible that distillation was practised by the Babylonians in Mesopotamia in the 2nd
millennium BC, with perfumes and aromatics being distilled, but this is subject to uncertain
and disputed interpretations of evidence.The earliest certain chemical distillations were by
Greeks in Alexandria in the 1st century AD,but these were not distillations of alcohol. The
medieval Arabs adopted the distillation technique of the Alexandrian Greeks, and written
records in Arabic begin in the 9th century, but again these were not distillations of
alcohol.Distilling technology passed from the medieval Arabs to the medieval Latinas, with
the earliest records in Latin in the early 12th century.

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The earliest records of the distillation of alcohol are in Italy in the 13th century, where
alcohol was distilled from wine. An early description of the technique was given by Ramon
Llull (1232–1315). Its use spread through medieval monasteries. largely for medicinal
purposes, such as the treatment of colic and smallpox.
The art of distillation spread to Scotland and Ireland no later than the 15th century, as did the
common European practice of distilling "aqua vitae", spirit alcohol, primarily for medicinal
purposes. The practice of medicinal distillation eventually passed from a monastic setting to
the secular via professional medical practitioners of the time, The Guild of Barber
Surgeons. The earliest mention of whisky in Ireland comes from the seventeenth-
century Annals of Clonmacnoise, which attributes the death of a chieftain in 1405 to "taking a
surfeit of aqua vitae" at Christmas. In Scotland, the first evidence of whisky production
comes from an entry in the Exchequer Rolls for 1494 where malt is sent "To Friar John Cor,
by order of the king, to make aquavitae", enough to make about 500 bottles.
James IV of Scotland (r. 1488–1513) reportedly had a great liking for Scotch whisky, and in
1506 the town of Dundee purchased a large amount of whisky from the Guild of Barber
Surgeons, which held the monopoly on production at the time. Between 1536 and 1541,
King Henry VIII of England dissolved the monasteries, sending their monks out into the
general public. Whisky production moved out of a monastic setting and into personal homes
and farms as newly independent monks needed to find a way to earn money for themselves.

Old Bushmills Distillery, County Antrim

The distillation process was still in its infancy; whisky itself was not allowed to age, and as a
result tasted very raw and brutal compared to today's versions. Renaissance-era whisky was
also very potent and not diluted. Over time whisky evolved into a much smoother drink.
With a license to distil Irish whiskey from 1608, the Old Bush mills Distillery in Northern
Ireland is the oldest licensed whiskey distillery in the world.
In 1707, the Acts of Union merged England and Scotland, and thereafter taxes on it rose
dramatically.

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After the English Malt Tax of 1725, most of Scotland's distillation was either shut down or
forced underground. Scotch whisky was hidden under altars, in coffins, and in any available
space to avoid the governmental excise men or revenuers.Scottish distillers, operating out of
homemade stills, took to distilling whisky at night when the darkness hid the smoke from the
stills. For this reason, the drink became known as moonshine.At one point, it was estimated
that over half of Scotland's whisky output was illegal. In America, whisky was used as
currency during the American Revolution; George Washington operated a large
distillery at Mount Vernon. Given the distances and primitive transportation network of
colonial America, farmers often found it easier and more profitable to convert corn to whisky
and transport it to market in that form. It also was a highly coveted sundry and when an
additional excise tax was levied against it in 1791, the Whiskey Rebellion erupted.
The drinking of Scotch whisky was introduced to India in the nineteenth century. The first
distillery in India was built by Edward Dyer at Kasauli in the late 1820s. The operation was
soon shifted to nearby Solan (close to the British summer capital Shimla), as there was an
abundant supply of fresh spring water there.
In 1823, the UK passed the Excise Act, legalizing the distillation (for a fee), and this put a
practical end to the large-scale production of Scottish moonshine.
In 1831, Aeneas Coffey patented the Coffey still, allowing for cheaper and more efficient
distillation of whisky. In 1850, Andrew Usher began producing a blended whisky that mixed
traditional pot still whisky with that from the new Coffey still. The new distillation method
was scoffed at by some Irish distillers, who clung to their traditional pot stills. Many Irish
contended that the new product was, in fact, not whisky at all.
By the 1880s, the French brandy industry was devastated by the phylloxera pest that ruined
much of the grape crop; as a result, whisky became the primary liquor in many
markets.During the Prohibition era in the United States lasting from 1920 to 1933, all alcohol
sales were banned in the country. The federal government made an exemption for whisky
prescribed by a doctor and sold through licensed pharmacies. During this time,
the Walgreens pharmacy chain grew from 20 retail stores to almost 400.

THE PROCESS OF MAKING WHISKEY

The principals for the distillation of whisky have changed little over the last 200 years. Just
three basic ingredients are needed - water, barley and yeast. Technology now aids production,
but traditionally there are five stages to the process - malting, mashing, fermentation,
distillation and maturation. Here we go through and explain each of these important stages.

STEP1-MALTING

Barley contains starch and it is this starch which needs to be converted into soluble sugars to
make alcohol. For this to occur the barley must undergo germination and this first part of the
process is called 'malting'. Each distiller has their own preference about the type of barley
they buy, but they need a type that produces high yields of soluble sugar. The barley is
soaked for 2-3 days in warm water and then traditionally spread on the floor of a building
called a malting house. It is turned regularly to maintain a constant temperature. This is also
carried out on a commercial scale in large drums which rotate.

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The malting floor at Springbank

When the barley has started to shoot, the germination has to be stopped by drying it in a kiln.
Traditionally peat is used to power the kiln and it is at this point where the type of peat used
and length of drying in the peat smoke can influence the flavour of the final spirit. The barley
is now called 'malt' and this is ground down in a mill, with any husks and other debris being
removed.

STEP2- MASHING

The ground down malt, which is called 'grist', is now added to warm water to begin the
extraction of the soluble sugars. The water is normally from a pure, reliable, local source -
this is why most distilleries around the world are next to a river or lake. The character of this
water can influence the final spirit as it can contain minerals from passing over or though
granite, peat or other rock. The liquid combination of malt and water is called the 'mash'. It is
put into a large vessel called a mash tun and stirred for several hours.

Inside the mash tun at Glen Moray

During this process, the sugars in the malt dissolve and these are drawn off through the
bottom of the mash tun. The resulting liquid is called 'wort'. This process is normally carried
out three times with the water temperature being increased each time to extract the maximum
amount of sugar. Only wort from the first two times is used. The third lot is put back into the
next batch of new grist. Any residue, such as husks, is called 'draff'. This is collected and
used in the production of farm feed.

Page | 5
 Step 3 – FERMENTATION

The wort is cooled and passed into large tanks called washbacks. These are traditionally
made of wood, but now a number of distilleries use stainless steel. Here the yeast is added
and the fermentation begins. The yeast turns the sugars that are present into alcohol. As with
the barley and water, the distiller will carefully select the strain of yeast that they use and it
can also have a small effect on the final flavour of the spirit. The fermentation normally takes
around 48 hours to run its natural course, although some distilleries will let it go for longer so
as to create further characteristics that they require. The liquid at this stage is called 'wash'
and is low in alcohol strength (between 5-10% ABV), like beer or ale. You could make beer
from the liquid at this point, but the difference with whisky is that the liquid is now distilled
rather than brewed.

Step 4 – DISTILLATION

In Scotland, the wash is traditionally distilled twice. In Ireland, it is distilled three times
although there are exceptions in both countries. Here is a brief explanation of the double
distillation process. The stills are made from copper, which has been found to be the best
material for extracting impurities from the spirit as it is being distilled, and consist of a bowl
shape at the bottom that rises up to the neck at the top. All are the same in principal, but a
different shape will give a different flavour and character to the final spirit. Taller stills with
longer necks will give finer, lighter spirits while shorter, fatter stills will produce a fuller,
richer spirit.

The stills at Glenburgie

The stills tend to work in pairs. Firstly, the wash enters the larger wash still and is heated (this
was traditionally by coal, but is now largely by gas or steam). The liquid vaporises and rises
up the still until it reaches the neck, where it condenses. This liquid is called 'low wines' and
is unusable as it is. The low wines are passed to the second smaller still, called the spirit still.
Any residue from the wash still is collected and used to manufacture farm feed. In the spirit
still, the alcohol produced is split into three.

Page | 6
Alcohols from the beginning of the distillation (called 'foreshots') are very high in alcohol
level and very pungent. Alcohols from the end (called 'feints') are weak but also pungent. It is
only the alcohol from the middle or 'heart' of the distillation that is used and this is skillfully
removed by a still man and collected through the spirit safe. The foreshots and feints are then
mixed with the next batch of low wines and re-distilled. The heart is the spirit that is then
taken to be matured and that will become whisky. This 'heart' has an alcoholic strength of 65-
70% ABV.

Step 5 – MATURATION

The spirit is put into oak casks and stored. The most common types of oak casks are those
that have previously been used in the American bourbon and Spanish sherry industries. The
spirit must mature in casks for a minimum of three years before it is legally allowed to be
called whisky in Scotland. During maturation, the flavours of the spirit combine with natural
compounds in the wood cask and this gives the whisky its own characteristic flavour and
aroma.

Casks maturing in Warehouse No.1 at Glenlivet

Wood is porous, so over time it will breathe in air from the surrounding environment in
which it is stored. This will also give the whisky some unique characteristics. If the distillery
storage facilities are next to the sea, on an island or in the middle of the Highlands then the
air quality, temperature and humidity will be different and influence the end product. During
each year of maturation about 2% of the spirit is lost through natural evaporation. This is
called the 'angel's share' and explains why older whiskies are less readily available and more
expensive to buy. There is simply less whisky in the cask to bottle.

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 SINGLE MALT WHISKEY

Single malt whisky is one of the most popular spirits in the world and people enjoy drinking
it in every country on the planet. The term 'single malt' refers to a whisky which is distilled at
one distillery and then matured and bottled. The alternative is a blended whisky, which is
made up of whiskies that have been produced at different distilleries and normally of
different ages. There is no such thing as a 'double malt'.

Single malts are made using barley which is then malted, a process where germination is
started so as to turn the starch present in to natural sugars. These sugars are then turned to
alcohol during the fermentation process. For more information on this see how is whisky
made.

Single malt whiskies are produced in various locations around the world, but the most
popular and well known are made in Scotland, Ireland and Japan. Single malt whisky can
only be called 'scotch' if it comes from Scotland.

The still room at Glenmorangie

BLEND OF WHISKEY

Some of the most famous whiskies and whisky brands in the world are blends. These include
such heavyweights as the Johnnie Walker and Chivas Regal ranges from Scotland and the
Jameson range from Ireland. Blends are traditionally used in bars and pubs for cocktails or
mixing with soft drinks. This is partly because they are cheaper than single malts and partly
because the subtle flavours of single malt can be masked by a mixer.

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Blended whisky

Blended whiskies are produced by mixing different types of whisky together. These whiskies
can be single malts (made from 100% malted barley) and other whiskies that are made using
alternative grains (most commonly wheat). These often come from more than one distillery
and are of differing ages. The whiskies are blended together to create a smoother, more
complex drink with each part bringing its own characteristics to the blend. Each brand has its
own distinct and traditional recipe that is adhered to. Some blended whisky can contain over
50 different single malt and grain whiskies combined together.

Grain whisky is much cheaper to produce than single malts, as the raw materials are more
readily available and less expensive than barley. The costs are also reduced as they are
produced continuously, rather than in small batches like single malts. These grain whiskies
have always been used in blends as a foundation, with the single malts being used as
'accents'. As a rule, the more grain whisky, young whisky in the final product, the cheaper the
price to the consumer.

Vatted whisky

Vatted whiskies are also produced by mixing different types of whisky together. However, in
this case only a mix of single malts is used. These whiskies may be from the same or
different distilleries have been matured in different types of cask and are of differing ages. A
vatted whisky can by definition therefore contain just two differing whiskies, but commonly
contain more. Therefore an easy way to remember the difference between the two is - blends
are a combination of different single malts AND grain whiskies, while vattings are a
combination of different single malts.

Aged blends

Blended and vatted whiskies have traditionally rarely had any age stated on the label. This is
now changing with many brands adopting age statements. This can be a little confusing,
especially now that you know that whiskies of differing ages will be included in the blend.
When an age is shown this refers to the age of the youngest whisky present in the blend.
Other whiskies included will therefore be of the same age and older.

THE ART OF TASTING

The art of tasting whisky is much simpler than you think. You can read so many reviews and
tasting notes that refer to a whisky as having the flavour of 'sherbert, dark chocolate or burnt
rubber', that it can leave you wondering "am I tasting the same whisky?” But how do you
learn to pick up such extreme, different and expressive characteristics?

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 The answer is to build up
experiences of tasting
different things that are
unrelated to whisky and
taking a 'taste snapshot'
of the characteristics of
that flavour. The more
that you do this, the
better and more precise
your whisky tasting will
become. Another key is
that whisky is unlike most other spirits in that the true character comes through after some
time, so it is important not to drink it too quickly. It is important to remember that taste is a
personal thing and that there are no right or wrong answers.

The glass

The type of glass that you use will help your cause massively. It is best to use one that has a
narrow opening as this will channel and concentrate the aromas of the whisky towards your
nostrils. This type of glass is called a snifter, but a similar shaped wine or brandy glass would
work just as well. Some come with an additional glass plate (as seen above) that is placed
over the top of the glass and this plate helps to trap the aromas. Glasses such as tumblers or
those with a wide rim should be avoided for tasting purposes, as the aromas dissipate too
quickly. These should be used for drinking the whisky on its own, with ice or when less
analysis is needed.

The nose

This is the sensation and aromas that you pick up from the whisky before tasting it. Important
characteristics can be found and should give an indication as to what the whisky will taste
like. Pour a reasonable amount of whisky into the glass and swirl it around for a short time,
so as to allow oxygen to get to the liquid and evaporation to begin. This is important as the
whisky has been trapped in a cask or a bottle for all of its life until this point and needs a little
time to express itself and start to show its true characteristics.

Once you have swirled allow the spirit to settle so that your first sensations will not be full of
alcohol. Take a note of the colour while you are waiting during this short time - holding it
against a white background is a good tip. Now put your nose to the glass and breathe in,
letting the aromas circulate around your nostrils. Repeat this three or four times and think
about what the aromas remind you of – are they light, fresh, heavy, rich, fruity, floral, spicy,
smoky etc. You will often find that your first sniff will be full of alcohol and that you may
not pick up much. However, the second, third and fourth sniffs should reveal more each time
as your nostrils get used to the high strength of the spirit. From this, try to predict what the
taste of the whisky will be like.

Page | 10
The palate

The flavour of the whisky on your palate should be the most rewarding and enjoyable part of
the whole process. The most important thing is not to drink the whisky too fast (like a shot of
cheap Tequila), rather to savour it in your mouth to get the maximum flavour and benefit.
Different parts of your tongue and mouth respond to different flavours and stimuli, so pass
the whisky over all areas of your mouth to gain maximum effect.

Upon swallowing, there will be an alcoholic burn, which is one of the main things that put a
lot of people off drinking whisky. It is important to let this pass as it is now that any whisky
will reveal its true characteristics. Try to identify obvious flavours that are present and repeat,
trying to identify something new each time. Remember, there are no right or wrong answers
and everyone's taste buds are different so don't worry if you get a flavour that someone else
doesn't or vice versa.

The finish

The finish is the after taste that comes once you have swallowed the whisky. Some people
say that the complexity of the finish in whisky is what differentiates it from all other spirits.
Once you get passed the alcoholic burn, then numerous flavours can reveal themselves, some
of which can be extremely subtle. The list can be extensive but again try and relate the
flavours and sensations to things that you have tasted in the past. Also, ask yourself whether
the flavours remain for a short, medium or long time. This is called the length of finish.

Should I add water or ice?

A common question and one that only you can answer. It is all down to personal taste.
Always try whisky in its natural state first and then add water as this can release further
flavours and complexity, especially in higher alcohol level or cask strength whiskies. Try to
think of it as the same as if you tried to drink orange squash or cordial without diluting it. It is
far more pleasant with water in some cases and how much water you add is up to you,
dependent on your taste. Ice is different as it drops the temperature of the whisky and inhibits
some of the characteristics from emerging.

CHILL FILTRATION

The process of chill filtering is where substances in the whisky are removed before bottling.
The main reason to chill filter a whisky is actually purely cosmetic. A non-filtered whisky
that is 46% ABV or lower will go cloudy when water or ice is added and when the whisky is
cooled. This is seen as undesirable by some consumers, and the distillers react to this by

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removing the offending particles from the whisky, so that this does not occur. The distillers
want their whisky to be seen as a top quality product. Whiskies above 46% ABV do not
require chill filtration, as the higher alcohol level prevents this cloudiness forming.

What causes cloudiness?

Cloudiness is caused by the presence of natural fatty acids, esters and proteins in the whisky.
These all occur naturally during the distillation process, but some are also imparted from the
casks during maturation. When the whisky is cooled, these fatty acids, esters and proteins
clump together to give the cloudy effect. A whisky that is not chill filtered is also likely to
develop sediment in the bottle if stored in a cool place. Both cloudiness and sediment are
seen as undesirable characteristics by the wider whisky drinking audience. During the early
20th century, it was realised that these perceived 'faults' could be 'fixed' by chilled the whisky
down. The result was that these elements could be removed easily.

The process

The process of chill filtration involves dropping the temperature of the whisky to zero
degrees Celsius in the case of single malts and -4 degrees in the case of blends. The
temperature for blends is lower as they contain grain whiskey and these have a lower natural
concentration of the fatty acids. Once chilled, the whisky is passed through a series of tightly
knit metallic meshes or paper filters under pressure. The amount of residue collected depends
on the number of filters, the pressure used and the speed with which it is done. The slower a
whisky is passed through the filters at a lower pressure, then the more residues will be
collected but this is also more costly. During this process, any other sediment or impurities
from the cask (called 'coals') that are present will also be removed.

Good or bad?

The subject of chill filtration is a current hot topic in the whisky industry. It is looked upon
badly by some, as consumers demand more natural or organic products in all areas of their
lives. The other contentious issue is whether chill filtering a whisky affects the final flavour.
Those against it are convinced that the removal of the natural fatty acids, esters and proteins
must alter the aroma, flavour and characteristics, leaving you with a diluted and inferior
product. Those for the procedure argue that the taste and characteristics remain intact and that
filtering gives better control to produce consistently high quality whisky. In reality, it is
difficult to compare as no one releases the same whisky in a chill filtered and non-chill
filtered form. The argument continues...

INFLUENCE OF WOOD

How is whisky casks made?

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The art of making whisky casks is a highly skilled and traditional practice called coopering.
Nowadays, modern machinery aids the cooper (the name given to someone who makes casks
and barrels) but it still takes years of training to reach the required industry standards.

 The oak trees are only cut down when they have reached sufficient maturity. This is
when the tree is roughly 7.5 metres (25 feet) tall and 1 metre (3 feet) in diameter.
 The trunks are transferred to a sawmill. Here they are sawn into planks from which
the correct length of the staves is cut. A stave is a small plank with a sophisticated
curved surface that links together to form a circular barrel.
 Traditionally a cask is formed of 32 staves with 15 more being used to seal the ends.
 In order to bend the staves to the correct shape, they are exposed to fire. Also, most
bourbon distilleries in America deliberately char the inside of the casks as a common
practice. This is done to help with the penetration of the spirit into the wood.
 A cooper planes down the staves so that they fit together tightly without leaking. This
is done naturally without the use of nails or any glue and the staves are held securely
in place by metal hoops.
 Wood is a porous material and the distillers want the whisky to interact with the air.
Therefore, no varnish or paints are used on the casks to allow the wood to ‘breathe’.
 A hole is then drilled in the side in order to allow easy checking on the progress of the
whisky’s maturation and final emptying.

Whiskycasktypesandcapacities

When you buy a bottle of whisky it may state the type of cask or barrel that has been used
during maturation on the label. This is especially likely on an independent bottling
company’s label. But what does the type and size of the cask really tell us? The most basic
thing to remember is that the smaller the cask, the more contact the whisky inside has with
the wood.

It can be very confusing if you are not sure of the terms, so we have compiled a quick guide
to the ten main types of cask used within the whisky industry, starting with the largest.

 Gorda (capacity 700 litres)

 A huge barrel used originally in the American whiskey industry. Made from
American oak, they are occasionally used for maturing whisky but mostly for the
marrying of different whiskies for blended or vatted whisky production.
 Madeira Drum (650 litres)
 A short, fat, dumpy barrel with a very wide diameter, made from very thick staves of
French oak. As the name suggests, these drums are used in the Madeira wine industry
and are occasionally used for finishing some whiskies.
 Port Pipe (650 litres)
 This is a tall, thin barrel made from thick staves of European oak. It looks like a
regular barrel that has been stretched from each end. They are used to mature Port
wine and are used in the whisky industry for finishing.
 Butt (500 litres)
 A tall, narrow cask made from thick staves of European oak and they are widely used
throughout the sherry industry in Spain. Butts are the most common type of sherry
casks used by the whisky industry.

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  Puncheon (500 litres)
 There are two styles of puncheon cask. The most common is the ‘machine puncheon’,
which is short, fat and made from thick staves of American oak. The second is the
‘sherry shape puncheon’, which is more elongated and made with thinner staves of
Spanish oak. They are used in the rum and sherry industries respectively and are
mostly used to finish whisky.
 Barrique (300 litres)
 These are the casks that are widely used throughout the wine industry. They differ
from many other types of casks or barrels as they are bound with wood strips rather
than the regular metal hoops. Used to give whisky a ‘wine cask finish’.
 Hogshead (225 litres)
 The word hogshead derives from the 15th century English term ‘hogges hede’, which
referred to a unit of measurement equivalent to 63 gallons. Now made from American
white oak, hogsheads are widely used for maturing bourbon and then sent to Scotland
and Ireland. They are one of the most common types of cask used for maturing
whisky.
 ASB (200 litres)
 The ASB (American Standard Barrel) is derived from the hogshead with the capacity
rounded down to 200 litres for modern ease of use. Made from American white oak,
they are widely used in the bourbon industry and then are very commonly used in
Scottish and Irish whisky maturation. If you have a bourbon cask matured whisky, it
will almost certainly have been matured in a hogshead or ASB.
 Quarter Cask (50 litres)
 A cask made to be a quarter of the size of an ASB, while remaining in proportion.
Highly reactive with spirits as there is so much contact between the spirit and the
wood. Used to give whisky flavour quickly. Also known as a ‘firkin’ by brewers.
 Blood tub (40 litres)
 A small cask used mostly in brewing beer, but very occasionally used by distilleries to
mature special runs of whisky. They have an elongated oval shape that was designed
to make them easy to carry on horseback.

The influence of wood on whisky

Many of the flavours and characteristics of whisky are picked up from the wooden casks that
it spends its time maturing in. Historically any type of wood could be used to make casks but
now, by law, they now must be constructed of oak. Oak is selected for its toughness and yet
easy to work with, has tight grain that prevents leaking, is porous and allows oxygen in and
out of the cask and it can be bent by heat without splitting.

Wood is full of naturally occurring oils called vanillins. It is these oils that are drawn out of
the cask by the spirit and over the period of maturation they add to the whisky’s flavour
profile. So if all whisky is matured in oak casks, then how can they all be different when
tasted? The character of the distillery, the ingredients used, the size and shape of the stills and
its location are all important but the major factor is the type of oak cask used for maturation.
There are three main types of wood used by the whisky industry.

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 European oak (Quercus robur)

This type of oak has traditionally been used to mature whisky in Scotland and Ireland for
nearly two centuries. The first casks were made from English or Scottish oak but these
species of tree were slow growing with twisted trucks and grain and this made the casks
prone to leaking. Later Russian oak was imported as this gave more consistent wood structure
due to the trees being fast growing with straight trunks.

In the 1860s, the importing of sherry from Spain to the UK started. The casks used to mature
and transport the sherry were made from Spanish oak and had similar properties to Russian
oak but were much cheaper. This oak is traditionally grown in the Galicia region of northern
Spain and although the sherry industry has declined since the 1970s, Spanish oak is still
commonly used and sought after. This is despite the price of a sherry cask costing nearly 10
times as much as a bourbon cask.

The other type of European oak commonly used in modern whisky maturation is French oak.
This is traditionally made into casks for the wine industry and these are mostly used by
distilleries to give a different ‘finish’ to their whiskies.

Flavour key words - sherry, dried fruits - sultanas, raisins, candied peel, spices - cinnamon,
nutmeg, wood, caramel, orange, Christmas cake.

American oak (Quercus Alba)

This has only been used in the whisky industry since the end of the Second World War. At
that time, the Cooper's Union and lawyers formulated the law that stipulated that all
American whiskey had to be matured in new wooden casks. This was done to boost the
coopering industry that had collapsed during Prohibition in the 1920s and 30s. As a result,
there was a massive increase in the number of casks available. The American bourbon
whiskey industry slowly recovered from Prohibition and the Scots and Irish began using their
casks for maturation. This was due to the good availability and price of bourbon casks
compared to the more traditional sherry casks, whose numbers were declining and becoming
more expensive.

American oak is seen as perfect for whisky cask construction as the trees are fast growing
with tall straight trunks, giving good quality wood and high levels of vanillins. The size of
cask produced (known as an ASB - American Standard Barrel) is also considered to mature
whiskey at the optimum rate as there is the perfect ratio between the amount of liquid and the
surface area of the inside of the cask. The result of this is that nearly 90% of all the world's
whisky is now matured in American oak bourbon casks.

Flavour key words - vanilla, honey, nuts - coconut, almonds, hazelnuts, butterscotch, fudge,
spices - ginger.

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 Japanese oak (Quercus mongolica)

Also known as mizunara oak, this type of wood is used in the Japanese whisky industry.
Mizunara has been used since the 1930s and gives the whisky a unique set of flavours. The
wood has extremely high levels of vanillins but is soft and very porous, making the casks
made from mizunara oak very prone to leaking and easily damaged. As a result, the practice
of maturing whisky was modified in order to reduce these factors. Now most Japanese
whisky is matured in either bourbon or sherry casks and then transferred to mizunara casks to
gain its flavoursome characteristics.

World whiskies

Scotland is the biggest producer of whisky in the world, and has been for at least 100 years. 
But while Scotland is synonymous with whisky, it isn't the only country to produce it. Others,
such as the USA, Ireland and Japan, also have long, proud traditions of whisky-making. And
the last decade has seen the return of whisky distilling to England and Wales for the first time
in a century, while new distilleries have also been built in South Africa, Australia, Taiwan,
Spain and Sweden, among others.
That isn't to say that each country is making the same type of whisky.
There are two main types of Scotch whisky: single malt and blended. Single malt has grown
in popularity over the last decade, now accounting for 10% of global sales of Scotch by
volume. But most Scotch whisky sold worldwide is blended. Made from a mixture of several
different malt and grain whiskies, the biggest brands of blended Scotch, such as Johnnie
Walker, Ballantines, Chivas, Grants & Dewars, are household names across the globe. 
Overseas, Japan is the only other major whisky-making country to have adopted the same
single malt-blended whisky model. Distillers in the United States, Canada and Ireland have
all traditionally used other grains or methods to produce whisky. 

USA
The USA produces approximately 37 million cases of whiskey each year.
Jack Daniels and Jim Beam are the two most famous American whiskies: one a Bourbon, the
other Tennessee whiskey. Together they account for 20 million cases, with exports a growing
opportunity for both brands. The stand-out feature of American whiskey is the strong, sweet
vanilla flavour derived from the obligatory maturation in new oak casks. While coke is the

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most popular mixer for American whiskey, the premium end of the category is developing
fast and brands in this space, such as Maker’s Mark and Woodford Reserve are appreciated
neat or in traditional whiskey cocktails (Manhattan, Old Fashioned and Whiskey Sour being
the most popular).
Barley, rye, wheat and maize are the cereals used most in American distilling.
Jack Daniels has had significant success in the UK market. Good marketing and clear
targeting have boosted sales to over a million cases, propelling it ahead of Bell’s and biting at
the heels of Famous Grouse, the leading Scotch whisky in the UK.
 
Canada

Canada produces just over 21 million cases of whisky, with three high selling brands: Crown
Royal, Black Velvet and Canadian Club representing half of all sales. Canada’s whisky is
noted for its light and smooth style, and most of it is blended. However, there is a broad range
available and some brands, including those with a strong rye influence, are complex and rich
in flavour.
Canadian whisky laws stipulate that the product must be aged for a minimum of three years,
in oak casks, and it allows for caramel to be added. On these two counts it mirrors Scotch
whisky.
 
Ireland

Ireland currently produces 7 million cases of whiskey and sales are growing fast. The ten year
forecast from The International Wine & Spirit Record (IWSR) shows the growth of Irish
whiskey will continue to outstrip that of Scotch and American. And it’s mostly about one
brand, Jameson, which sells 4.5m cases, or 64% of the total Irish whiskey sales. The second
highest seller, Tulare Dew is growing at over 10% per annum but is still under the 1
million case level, which ranks it below 21 Scotch whisky brands in terms of sales.
Most Irish whiskey is distilled three times, while most (but not all) Scotch whisky is distilled
twice. The use of peat is rare in the malting process, which means that Irish whiskey has a
smoother finish as opposed to the smoky, earthy overtones common to some Scotches. There
are, of course, notable exceptions to these rules in both countries.
Irish whiskey was once the most popular spirit in the world, and some say Ireland was the
birthplace of whiskey. Unfortunately, a long period of decline from the late 19th century
greatly damaged the industry. While Scotland can count over 100 distilleries, Ireland
currently only has seven in operation and three of these are newcomers with no established
products in the market yet. Irish whiskey has, however, seen a great resurgence in popularity
since the late twentieth century, and has been up there with the fastest growing spirits in the
world. The current growth rate is roughly 20% per annum, prompting the construction and
expansion of a number of distilleries. Jameson is no doubt helping the overall Irish whiskey
category.
 

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 Japan

Suntory’s Yamazaki Single Malt Sherry Cask 2013 was recently named ‘the best whisky in
the world’ by Jim Murray in his annual Whisky Bible. This caused quite a stir but it was not
out of the blue. Japan has been making whisky since the early 1920s when the Yamazaki
distillery was built near Kyoto. In those early days Japanese whisky was modelled on Scotch.
Indeed Suntory’s master distiller studied his craft in Scotland for this purpose. He spent three
years in Scotland, returning to Japan where he was instrumental in setting up Yoichi
distillery.
Japan distils its whisky twice, in copper pot stills, and it recognises the very important role
that oak plays in the maturation of the spirit. Considerable amounts of Scottish malted barley,
some of it peated, is imported into Japan.
The 1970s and 1980s were boom time for Japanese whisky; many of their sake distilleries
were converted to produce whisky such was the local demand. However, foreign
producers were quick to spot the Japanese thirst for whisky; Scotch, American and Irish
whiskies all began to compete with the local Japanese production. Unlike in many other
countries, there were no major tax barriers installed to prevent imported whiskies competing
on a level playing ground.
The recent revival of Japan’s whisky fortunes has been built, more steadily, on export sales.
The reputation of Japanese whisky as a high quality product has been further enhanced by
many international whisky awards. The future looks bright for Japanese whisky.
 
Other
Indian whisky deserves a special mention, as it’s a huge category in India, selling over 120
million cases. The interesting point is that the majority of Indian whisky is not made from
cereals but from molasses which is then artificially flavoured and not aged at all. This bars it
from being sold as whisky in the EU. In India, many of the locally made whiskies have a top
dressing of Scotch whisky to enhance their flavour.
At the top end of the quality scale India too is making headway. Amrut Distillers, amongst
others, produce some excellent quality products which do meet European Whisky regulation
standards. Indeed, ‘several expressions by Amrut and Paul John have received high praise in
the UK from a variety of whisky writers.

Social and Cultural Aspects of Drinking

Social and cultural roles of alcohol

Given overwhelming evidence for the primacy of sociocultural factors in determining both
drinking patterns and their consequences, it is clear that ethnographic research findings on the
social and cultural roles of alcohol may have important implications for policy-makers -

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particularly in areas such as Europe where economic and political ‘convergence’ could have
significant impact on drinking-cultures and their associated lifestyles.

In this context, it is essential for those concerned with policy and legislation on alcohol to
have a clear understanding of the sociocultural functions and meanings of drinking. This
section outlines the principal conclusions that can be drawn from the available cross-cultural
material regarding the symbolic uses of alcoholic beverages, the social functions of drinking-
places and the roles of alcohol in transitional and celebratory rituals.
Symbolic roles
From the ethnographic material available, it is clear that in all cultures where more than one
type of alcoholic beverage is available, drinks are classified in terms of their social meaning,
and the classification of drinks is used to define the social world. Few, if any, alcoholic
beverages are ‘socially neutral’: every drink is loaded with symbolic meaning, every drink
conveys a message. Alcohol is a symbolic vehicle for identifying, describing, constructing
and manipulating cultural systems, values, interpersonal relationships, behavioural norms and
expectations. Choice of beverage is rarely a matter of personal taste.
Situation definer
At the simplest level, drinks are used to define the nature of the occasion. In many Western
cultures, for example, champagne is synonymous with celebration, such that if champagne is
ordered or served at an otherwise ‘ordinary’ occasion, someone will invariably ask "What are
we celebrating?”

In the Weiner Becken in Austria, sekt is drunk on formal occasions, while schnapps is

reserved for more intimate, convivial gatherings - the type of drink served defining both the
nature of the event and the social relationship between the drinkers. The choice of drink also
dictates behaviour, to the extent that the appearance of a bottle of schnapps can prompt a
switch from the ‘polite’ form of address, sie, to the highly intimate du (Thornton, 1987).
Even in societies less bound by long-standing traditions and customs, where one might expect
to find a more individualistic, subjective approach to the choice of drinks, the social
meanings of different beverages are clearly defined and clearly understood. A US survey
(Klein, 1991) examined perceptions of the situational appropriateness of various types of
alcoholic drink, finding that wine, but not spirits or beer, is considered an appropriate
accompaniment to a meal; wine and spirits, but not beer, are appropriate drinks for
celebratory events, while beer is the most appropriate drink for informal, relaxation-oriented
occasions.

In cultures with a more established heritage of traditional practices, perceptions of situational

appropriateness may, however, involve more complex and subtle distinctions, and rules
governing the uses of certain classes of drink are likely to be more rigidly observed. In
France, for example, the aperitif is drunk before the meal, white wine is served before red,

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brandy and digestifs are served only at the end of the meal and so on (Clarisse, 1986;
Nahoum-Grappe, 1995). In traditional circles, any alteration to this ‘liquid punctuation’ of a
meal is akin to a serious grammatical error, and greeted with similar horror or contempt.
Among Hungarian Gypsies, equally strict rules apply to brandy: brandy may only be
consumed first thing in the morning, during the middle of the night at a wake, or by women
prior to a rubbish-scavenging trip. It would be regarded as highly inappropriate to serve or
drink brandy outside these specific situational contexts (Stewart, 1992).

Status indicator
Choice of beverage is also a significant indicator of social status. In general terms, imported
or ‘foreign’ drinks have a higher status than ‘local’ beverages. Thus in Poland, for example,
wine is regarded as a high-status, middle-class drink, while native beers and vodkas are
‘ordinary’ or working-class. In a comparative study, Polish university students were found to
drink eight times as much wine as their American counterparts, reinforcing their status and
specialness as the ‘nation’s elite’ through their beverage preference (Engs et al, 1991). In
France, by contrast, where wine-drinking is commonplace and confers no special status, the
young elite are turning to (often imported) beers (McDonald, 1994; Nahoum-Grappe, 1995).
Preference for high-status beverages may be an expression of aspirations, rather than a
reflection of actual position in the social hierarchy. Drinking practices, as Douglas (1987)
reminds us, are often used to "construct an ideal world" or, in Myerhoff’s terms, as
‘definitional ceremonies’ through which people enact not only "what they think they are" but
also "what they should have been or may yet be" (Papagaroufali, 1992).

There may also be a high degree of social differentiation within a single category of
beverage. Purcell (1994) notes that in Ancient Rome, wine was not simply the drink of the
elite: its variety and calibrability allowed its use as a differentiator "even within exclusive,
high-ranking circles". Wine was, and is today in many cultures, "a focus of eloquent choices".

Statement of affiliation
Choice of beverage may also be a statement of affiliation, a declaration of membership in a
particular group, generation, class, ‘tribe’, sub-culture or nation and its associated values,
attitudes and beliefs.

Certain drinks, for example, have become symbols of national identity: Guinness for the
Irish, tequila for Mexicans, whisky for Scots, ouzo for Greeks etc.; and to choose, serve - or
indeed refuse - one’s national beverage can be a powerful expression of one’s loyalties and
cultural identity. The ‘national drink’ is often the symbolic locus for positive, sometimes
idealised or romanticised, images of the national character, culture and way of life. For
Scottish Highlanders, for example, whisky represents traditional values of egalitarianism,
generosity and virility, and to refuse a ‘dram’ may be seen as a rejection of these values
(Macdonald, 1994).

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The consumption or rejection of a national, local or traditional beverage is often an emotive
issue, particularly in areas undergoing significant cultural change or upheaval, where ‘new’
drinks are associated with ‘modern’ lifestyles and values. Some surveys indicate that the
general pattern across Europe is for people of higher educational level to consume the ‘new’
beverage type for their region (usually wine in the North, beer in the South) more often than
the less-educated, who tend to favour traditional beverages (Hupkens et al, 1993).
These factors can also overlap with the symbolic use of alcohol as a ‘generation
differentiator’. In contemporary Brittany, for example,  Maryon McDonald (1994) observes
that:

" … in the domain of drinks, there is generally an increasing sophistication when one
moves from cider to wine to beer, correlating with decreasing age and with a move
from agriculture to occupations outside it. In other words, the older peasant drinks
cider; the younger person outside agriculture opts for beer."

In Spain, the adoption of non-traditional drinks and drinking styles by the younger generation
has been more problematic (Alvira-Martin, 1986; Pyörälä, 1986, 1991; Rooney, 1991,
Gamella, 1995). Many young Spaniards appear to have adopted, along with beer-drinking,
patterns of binge drinking previously unheard-of in Spain and more commonly associated
with British ‘lager-louts’. It is, however, too soon to tell whether their current habits will
persist into maturity (Gamella, 1995). There are currently very early signs of a similar
adoption of ‘alien’ drinking patterns along with foreign beverages among Italian youth,
although so far this has been limited mainly to the context of consumption, with the
traditional beverage (wine) being consumed in the traditional context of meals with the
family, while the new beverages are drunk in other social contexts, with peers, outside the
family (Cottino,1995).
These current trends and changes deserve more detailed investigation, not only because the
symbolic functions of drinks are of interest in their own right, but because, as Mandelbaum
pointed out in his highly influential 1965 paper ‘Alcohol and Culture’, "changes in drinking
customs may offer clues to fundamental social changes". In Europe, current changes in
drinking customs may offer a new perspective on cultural ‘convergence’.
A classic illustration of ‘fundamental social changes’ associated with the adoption of
imported beverages - and one which may prove something of a cautionary tale for legislators
- is provided by MacAndrew and Edgerton (1969): During their traditional cactus-wine
ceremonies, the Papago of Mexico frequently became "falling-down drunk"- indeed, it was
common practice among the more dandyish young men of the tribe to paint the soles of their
feet with red dye, so that when they fell down drunk the attractive colour would show. Yet
the drunken behaviour of the Papago on these occasions was invariably peaceful, harmonious

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and good-tempered. With the ‘white man’, however, came whiskey, which became associated
with an entirely different type of drunken comportment involving aggression, fighting and
other anti-social behaviours. These "two types of drinking" co-existed until the white man, in
his wisdom, attempted to curb the ill-effects of alcohol on the Papago by
banning all drinking, including the still-peaceful wine ceremonies. Prohibition failed, and the
wine ceremonies eventually became indistinguishable, in terms of behaviour, from the
secular whiskey-drinking.

Gender differentiator
While differences in age, class, status, aspirations and affiliations are frequently expressed
through beverage choice, the most consistent and widespread use of alcohol as a social
‘differentiator’ is in the gender-based classification of drinks. Almost all societies make some
distinction between ‘masculine’ and ‘feminine’ beverages: even where no other
differentiation is found, this primary division is likely to be evident, and, often, to be rigidly
observed.

Even in societies where only one alcoholic beverage is available, such as palm wine among
the Lele of Zaire, a weaker, sweeter version, Mana ma piya, is considered suitable for
women, while Mana ma kobo, described as ‘strong’ and ‘fierce’, is a man’s drink (Ngokwey,
1987). This literal association of the qualities of men’s and women’s beverages with
‘masculine’ and ‘feminine’ attributes is also a near-universal phenomenon. ‘Feminine’ drinks
are often weaker, sweeter, softer or less ‘pure’ than their ‘masculine’ counterparts (Freund,
1986;Gefou-Madianou’s, 1992; Papagaroufali,1992; Purcell, 1994; Macdonald, 1994;
Nahoum-Grappe, 1995).
Where female drinking is particularly deplored but nonetheless occurs, alcoholic beverages
consumed by women are often conveniently granted a sort of honorary ‘non-alcoholic’ status,
such that their consumption does not count as ‘drinking’ (McDonald, 1994; Purcell, 1994).
Among Scottish Highlanders, the classification of ‘ladies’ drinks’ as ‘not really alcohol’ may
occasionally be taken too literally: Macdonald (1994) recalls an incident in which a drunken
man who drove his car off the road one night, miraculously escaping serious injury, "insisted
that he had not been ‘drinking’ – he had only had Bacardi and Coke!"

Even in societies where there is less disapprobation attached to female drinking per se, we
find that certain drinks are considered unfeminine, while others are regarded as too feminine
for male consumption (Engs et al, 1991). The symbolic potency of alcohol is such that the
appropriation of ‘male’ drinks by women may act as a more effective feminist statement than
conventional political approaches such as demonstrations or pamphlets (Papagaroufali,1992;
Fox, 1994).

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Need for further research
As with many other areas covered in this review, information on the symbolic meanings of
different types of alcoholic drink is scattered, disjointed and incomplete, usually buried in
research focused on other issues. Again, there has been no significant cross-cultural study of
this phenomenon, beyond the occasional two-country comparison. The anthropological bias
towards ‘traditional’ societies or small communities is also evident, with very little material
on the complex symbolic meanings and functions of alcoholic drinks in modern, mainstream
Western cultures - a fascinating field of enquiry, with wide-ranging implications for policy
and education, which deserves further exploration.

Social integration
Alcohol has long been regarded as a social leveller, and the act of communal drinking as a
means of communication between those of different ranks and status in society. If, as we
propose above, the drinking-place embodies the symbolic social functions of alcohol, we
would therefore expect to find, in most cultures, that drinking-places tend to perform a
socially integrative, equalising function. We would expect drinking-places to be, if not
strictly egalitarian, at least environments in which the prevailing social order may be
challenged.

This, throughout history and across cultures, is precisely what we do find. In his study of
plebeian culture in Shakespearean drama, Leinwand (1989) notes that in the 15th century,
alehouses, taverns and inns were:

" … Sites … where people of disparate status mixed…[which] brought men, high born
and low, into relation, fostering a propinquity that might secure, adjust or threaten
hierarchies."

During the Prohibition years in America, the illicit ‘nightclub culture’ involved a double
defiance of prevailing social norms in the mingling of "blacks and whites from all strata of
society…in Harlem, Chicago and San Francisco" (Herd, 1985).

THE FUTURE OF WHISKEY

Whisky producers are visionary by their very nature. They spend every day looking to the
future, forecasting what demand will be like in 10, 20, 30 years’ time. This constant crystal

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ball gazing shapes how they think about whisky – what flavours will consumers be craving
next, what lifestyle choices will influence their spending decisions?

With the future on their minds, distillers, blenders, marketers and owners congregated at the
Cotswolds distillery last week for the second World Whisky Forum, a space for sharing ideas
with the common goal of developing the gloal whisky category. International producers
rubbed shoulders with small ‘craft’ operations, while innovative Asian distillers shared
insights with traditional Scottish blenders. With such openness, it’s hard to imagine there
once was a time when distillers were forbidden from speaking to rival companies.

Developing the whisky category is not just about looking forward and predicting the future,
it’s also about being cognisant – aware of what developments are occurring right now, within
and without the sector.

With 13 speakers from the likes of Johnnie Walker and Irish Distillers through to New
York’s Kings County and Finland’s Kyrö, the Forum was a hotbed of discussion for what
trends will shape the future of whisky. The following areas were the most commonly raised,
from the global growth of ‘single rye whisky’ to the death of craft.

Challenge everything; ignore the dogma

One of the key issues challenging Scotch whisky in particular is how to innovate sufficiently
to stay relevant and appeal to whisky consumers’ changing palates, while remaining within
the strict legal guidelines. However Ian Palmer, managing director of InchDairnie distillery,
was resolute that the existing guidelines allow sufficient headroom for innovation. ‘The
definition isn’t the problem,’ said Palmer. ‘Working within the definition takes imagination
– challenge everything and everybody.’

The new Lowlands site became one of the first in Scotland to begin distilling rye (more on
that later), and one of only two in the country to use a mash filter instead of a mash tun. Last
year InchDairnie used seven different types of yeast, and is introducing two new strains this
year. They’re all ways the distillery is experimenting with flavour while staying true to
Scotch whisky’s identity, even if sometimes that boundary is blurred. ‘We’re happy to
produce whiskies that taste like they should have an ‘e’ in the name,’ he said.

From Scotland’s perspective the rest of the world’s whisky producing countries seemingly
bask in looser regulations that allow for greater innovation. ‘Should Scotch be worried?’
challenged moderator Dave Broom. There was a moment of reflective silence before
Cotswolds head distiller Nick Franchino replied: ‘Scotch or not, if you make it badly you
should be worried.’

Have courage; take risks

Similarly, having the courage to challenge the status quo was a common theme from
speakers, one raised early on by Simon Coughlin’s tale of Murray McDavid’s purchase
of Bruichladdich distillery in 2000. With only limited stocks of whisky and no new spirit

Page | 24
since the mid-1990s, the team began bottling whisky from other distilleries under
independent labels. ‘The fringe IB business was doing better than the Bruichladdich brand,’
he said. Realising they were in difficulty, the team was forced to do something daring. ‘We
launched the Botanist gin, and it saved our bacon,’ Coughlin said. Never before had a gin
been produced on Islay, but using an old still sourced from Dumbarton’s Lomond distillery,
the Botanist was born. ‘We had to take the risk,’ Coughlin said.

Honesty and truthfulness

‘Today’s consumer is inquisitive, knowledgeable and noisy,’ InchDairnie’s Palmer noted. ‘A

thin veneer will be very quickly exposed.’ Foresight indeed from a man whose first whisky
won’t be released for at least another 10 years, but it’s an insight that many speakers
identified as being a cornerstone of success. ‘You need to believe in something in this
industry,’ commented Coughlin. ‘If it’s all built on marketing bullshit you’ll be found out.’

The Cotswolds’ Franchino agreed. ‘There are too many gimmicks going on. When people try
to weave something like that into their brand story that shouldn’t be there, it devalues it.’
Similarly, he said, releasing too many expressions in a short space of time that have no
correlation to a genuine brand story is confusing for consumers. ‘If you only have one layer
and someone scratches below it, you’re in trouble. You don’t have a coherent brand.’

The death of ‘craft’

‘There’s a craft distilling bubble coming if we carry on this way,’ Colin Spoelman of Kings
County said. According to his presentation, just five ‘craft’ distilleries were operational in the
US in 1990. ‘Now there are more distilleries in New York State than in Scotland.’ Kings
County, he pointed out, is smaller than Scotland’s second-smallest distillery, Edradour. But
although his operation in Brooklyn pales in size next to some of its global industry peers at
the Forum, he claimed that ‘craft distilleries should just be called small distilleries.’ Every
distiller and their mouser refers to itself as craft these days, even Irish Distillers’ Brian
Nation, whose photograph of Midleton’s sizeable 1,500 litre ‘micro distillery’ stills generated
laughter from the room.

Social terroir

There has been much talk of barley terroir, of a distillery’s sense of place, its unique water
qualities and climate which contributes to maturing whisky’s flavour. Far less is said of social
terroir, of the people who make it, who influence the whisky with their personalities,
experiences and skill.

Every speaker spoke of the people that makes their product great. ‘Our area is important to
the distillery and the quality of our whisky, but so are the people,’ said Kavalan’s Ian Chang.

Age hangups will become obsolete

Greater education is already shifting consumers’ preconceptions that age equals quality, but
advances in warehousing technology is likely to drive the conversation toward other
signifiers of quality and flavour. Spoelman of Kings County, said: ‘Over the years the focus

Page | 25
on age will diminish, but not entirely – the use of controlled warehousing will change it,
lower the emphasis on age and allow consumers to focus on other elements.’

On the other hand, the question of how important rapid ageing technology will be in whisky’s
future was raised, and very quickly shot down. ‘There are lots of processes that earn a lot of
press, but it isn’t interesting to most distillers,’ Spoelman added.

Rye will be a global phenomenon

The majority of speakers at the World Whisky Forum spoke of distilling rye, and not all from
countries typically associated with that style of whisky. The explosion in popularity of
American rye whiskey, coupled with a resurgence in rye-based cocktails such as the Sazerac,
has inspired global distilleries to give it a shot. Under current Scotch whisky legislation a rye
whisky would be classed as ‘grain whisky’, but should the category continue to grow around
the world a movement to establish a ‘Scotch rye’ or ‘single rye’ definition could take shape.
After all, Bruichladdich’s Coughlin spoke of purchasing an adjacent farm on Islay on which
to – possibly – grow a rye crop. Miika Lipiäinen and Kalle Valkonen from Finland’s Kyrö
distillery are already working on the establishment of a Nordic rye and single malt rye
category. Could it be just a matter of time before Scotland catches up?

Meanwhile Hiram Walker’s Don Livermore believes the future of the category won’t include
questions about the content of mashbills. ‘Rye has the highest lignin content of all grains,
which is the world’s most unappreciated molecule. Don’t ask me how much rye is in my
whisky, ask me how much 4-ethylguaiacol it contains.’

Keep moving forward

One of the final takeaways, which not only encapsulated the mood of the Forum but spoke of
an ongoing theme driving the global industry, was a need for progression. Not just from the
Scotch producers, who are often – perhaps mistakenly – perceived to be behind the curve
when it comes to innovation, but for world whisky as well. Not just for individual operations,
but for the entire industry as one. A need to continue speaking to one another, to share ideas
and collaborate. To look to other industries, take inspiration from bartenders and brewers,
chocolatiers and coffee roasters (guest distilling was one, wonderfully exciting, suggestion).

Palmer said: ‘The Scotch industry is weak; they all just talk to each other and so the spiral [of
knowledge] is closing in.’ InchDairnie is taking its inspiration from distilleries around the
world, as well as other producers across the food and drink sector. ‘We’re even looking at the
world of chocolate to see how they create flavour,’ he said.

HEALTH AND WHISKEY

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1. Weight loss aid
Yes, you read that right. Because whiskey is a low-carb drink, it makes it the perfect
choice for anyone who is watching their weight. The American Society for Clinical
Nutrition published a study in 1991 that suggested that moderate intake increases energy
and decreases the desire for sugar (sucrose) intake. If you're counting your calories, a shot
of whiskey is 64. So put down that beer and have a shot of Wild Turkey instead.
2. Cancer Prevention
Another great health benefit of whiskey is its high concentration of ellagic acid, a
powerful antioxidant that can neutralize cancer-causing free radicals in the human body.
Single malt whiskey is said to contain more antioxidants than red wine. So she can be
his glass of wine, and he can be her shot of whiskey, and they'll both reap the health
benefits.

3. Stroke Prevention
As with all the health benefits of whiskey, the key is to consume in moderation. Because
of its blood-thinning properties, a daily shot of whiskey can lower a person's risk of
ischemic (clot-caused) stroke.

4. Whiskey treats the common cold

You probably grew up hearing that drinking a Hot Toddy is a great palliative for a cold.
Unlike other home remedies, this one has its basis in science. The ingredients of this
favourite winter beverage have many of the same properties as a dose of Nyquil. Whiskey
acts as a decongestant by dilating your blood vessels, while the honey, lemon, and herbal
tea have anaesthetic properties and can loosen mucus.

5. it’s a stress destroyer

You've probably headed to the bar after a bad week at work to try to erase
your troubles, but you may not know that a shot of whiskey can actually help you relax.
The barbiturate effect of the alcohol can reduce stress, and also has sedative properties to
help you sleep if you're experiencing anxiety. This is why whiskey is a classic choice of
adventurers around the world over.

6. Lowers the risk of dementia

if you've ever woken up from an evening of heavy drinking unable to remember what you
did the night before you may not believe it, but a study published by the National Centre
for Biotechnology Information concluded that drinking one to six drinks weekly could
lower your risk of dementia over and above avoiding alcohol completely.

7. It aids digestion
Whiskey has historically been used as a digestive in many cultures throughout the ages. If
you've had a heavy meal, an after-dinner shot of Maker's may be just what you need to
finish it off properly.
8. Helps prevent diabetes
Whereas consuming alcohol is not recommended for patients with diabetes, studies have
shown that long-term moderate alcohol intake can help the body regulate insulin, which
could potentially reduce your risk of contracting type 2 diabetes. However, heavy drinking
can increase your risk.

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9. Can soothe a sore throat
Maybe it's the whiskey river that gave Willie his sweet voice because it's certainly good
for a sore throat. Mix whiskey, warm water, and honey to make a delicious cure for a sore
throat. The alcohol in the whiskey acts as an antiseptic and numbing agent on aching
tonsils and the honey creates a thick coating that will help the healing effects last longer.
You can gargle it, sip it or both if you like.

10. Prolong Your Life

A 2010 study released by the Research Society on Alcoholism found that middle-aged
and older adult moderate drinkers had a lower overall mortality rate than heavy drinkers or
even non-drinkers. So raise a glass of your favourite whiskey and toast to long(er) life!

Side-Effects & Allergies of Whiskey

 Whiskey is an alcoholic drink, hence, in spite of its health benefits, it has far more
damaging side effects if not taken in moderation. Some of these include:
 Alcohol poisoning, causing elevated heart rates, nausea, and vomiting.

 Impaired judgment, loss of balance, altered response patterns to situations, which

causes people to make rash or negligent decisions even in life or death situations.

 Liver cirrhosis caused due to excessive drinking, which throws the normal body

metabolism completely awry, resulting in fat deposition, hardening of liver and
complete disruption of its normal activities.
 Excessive alcohol intake causes addiction, which causes a person to consume more
and more, setting off a chain reaction of the other damaging effects on the body.
 The body metabolism is completely destroyed due to excess drinking, resulting in
increased chances of stroke.

 Consumption of alcohol interferes with other diseases as well as medication .

Consumption of whiskey around the world

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If there are two places that have an obvious affinity for whiskey, it’s the United States and
Scotland. People in both countries are proud producers and proud consumers, sometimes to
the point of obsession. But they don’t imbibe the most whiskey in the world—not by a long
shot. When it comes to straight-up volume, India is far and away the biggest whiskey
drinking country.

According to research by Bank of America Merrill Lynch, Indians consumed 1.5 billion
litters of whiskey in 2014. That’s compared to a (relatively) paltry 462 million litters drank in
the United States, and 140 million litters drunk in France, the third highest whiskey drinking
country. Japan is number four with 109 million litters, and Britain is number five with 77
million litters. In all, India consumed nearly half of all of the whiskey produced in the world.

There are a couple of caveats once the numbers are broken down, however. India has more
than 1.2 billion people compared to the U.S. population of 318 million. Winning a numbers
game with the second largest population in the world is easy. But not everyone in India is a
drinker. The World Health Organization notes that around 85 percent of Indians abstained
from alcohol (making the drinking population around 180 million) during the last study in
2010, compared to just 31 percent of Americans (which makes the drinking population
around 220 million).

Broken down by total per capita consumption, the list looks a little different. France is the
number one country per capita, with 2.15 litters of whiskey drunk per person. Uruguay was
next with 1.77 litters, followed by the United States (1.14 litters), Australia (1.3 litters) and
Spain (1.29 litters). Likely because of India’s large non-drinking population, the country
doesn’t show up on the total per capita whiskey drinkers list until number nine with 1.24
litters.

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India drinks a lot of imports, primarily scotch, but it also makes plenty of whiskey itself.
Officer’s Choice, a budget Indian whiskey, is the world’s largest spirit brand, and the spirits
producer UB India is the world’s largest whiskey company by production volume.

Major Indian brands (single Malt )

1. The Macallan
 
One of the most highly revered Whisky brands in India, The Macallan, fortunately, is one
Scotch that is easy to love immediately. An only Scotch distillery that has its own Master of
Wood, The Macallan is the third largest selling single malt Whiskey in the world and
the second largest by value. The name Macallan is thought to have derived from the two
Gaelic words, ‘Magh’, and ‘Ellan’, meaning ‘fertile ground’ and ‘of St Fillan’ respectively –
St Fillan is thought to be an Irish monk that spread the Christian word throughout Scotland in
the 8th Century. A globally praised single malt scotch whiskey the Macallan promises
the sherried sweetness and some spice carry over from the nose. The whiskey is big and
creamy. A delicate, charred smokiness permeates the dram. More like a wood smoke than the
coal smoke of Islay whiskeys. Not a peat monster, no caramel colouring (though the distillery
is probably haunted), Macallan produces both great entry-level Scotch (like the Macallan 10
and 12) and some of the most coveted bottles for serious collectors.

Price of The Macallan Whisky Maker’s Edition 70CL in India: Rs. 9250 for 700 ml. 
Alcohol by Volume Percentage of Macallan Whisky Maker’s Edition 70CL: 42.8% ABV
 
 
2. Monkey Shoulder Triple Malt
 

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For the lads and ladies who need all of it, Monkey Shoulder is crafted from not only one,
but three distinct single malts - Balvenie, Glenfiddich and Kininvie, and packs in a super
smooth ride! Be prepared for mellow vanilla notes with spicy pointers, and enjoy this one
either on the rocks or in an exciting cocktail. One of the finest and Best Whisky Brands in
India.

 
Price of Monkey
Shoulder Triple
Malt whiskey in
India: Rs. 4000 for
700 ml. 
Alcohol by Volume
Percentage
of Monkey Shoulder
Triple Malt: 40.00%
ABV
 
3. Talisker 18
 
An intense drink, this tipple starts off evolved gently with a rich and fruity aroma and mild
toffee notes, but as you sit back and relish your drink, you get a more extreme experience,
this is smoky and even packs in a bit of a spicy kick!

Image Courtesy: Albino Tree Productions

 
Price of Talisker 18 whiskey in India: Rs. 5548 for 750 ml. (10 Years Old)
Alcohol by Volume Percentage of Talisker 18: 45.8% ABV
4. The Glenlivet 12
 
This one is pretty refreshing malt! An entry-stage Glenlivet, the 12-year-old packs in
a citrusy punch, with the smooth aroma of grapefruit lemon and juicy citrus notes lingering
on long after you've completed your drink. 

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Image Courtesy: The Whisky Ledger
 
Price of The Glenlivet 12 whiskey in India: Rs. 5610 for 750 ml. (12 Years Old) 
Alcohol by Volume Percentage ofthe Glenlivet 12: 40% ABV
 
 
5. Glenfiddich 12
 
The World's most awarded single malt Scotch Whiskey and one of the last family
distilleries, Glenfiddich 12 is one of the biggest players in this segment globally and proudly
fits under the segment of one of the Best Whisky Brands in India. Mild and clean on the
palate, this one is thought for a fruity aroma and a sweet, creamy mouth feel.

Image Courtesy: drives and drams

 
Price of Glenfiddich 12 whiskey in India: Rs. 5750 for 750 ml. (12 Years Old)
Alcohol by Volume Percentage of the Glenfiddich 12: 40% ABV
 
6. Director's Special Whisky
 
Because of its richness and matured taste Director's Special is the whiskey of choice in India.
It is made by mixing handpicked barley and malt. The whiskey has a smooth taste which is
complemented by its rich aroma. The distinct flavour leaves an indelible impression upon all

Page | 32
those who happen to cross its path, with every sip being a veteran's delight. With an alcohol
percentage of 42.8%, it is available in world class bottles of 375, 750 and 1000 ml.

Image Courtesy: Domaine de Canton

 
Price of Director's special whiskey in India: Rs. 310 for 750 ml.
Alcohol by Volume Percentage of the Director's Special Whisky: 42.8% ABV
 
 
7. Glenmorangie Nectar d’Or
 
Master of Malt! Getting more matured in hand-selected wine barriques from the well-known
sweet wine growing vicinity of France, Glenmorangie Nectar d’Or offers splendid tipple
rich, spicy sweet and spicy with notes of ginger, nutmeg lemon
meringue, honeycomb and dessert-like flavours.

Image Courtesy: YouTube
 
Price of Glenmorangie Nectar d’Or whiskey in India: Rs. 4120 for 750 ml. (12 Years Old)
Alcohol by Volume Percentage of The Glenmorangie Nectar d’Or: 46% ABV
 
 
8. Paul John Brilliance
 

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Another desi single malt, this one is distilled in sunny Goa, and again packs in an interesting
bouquet of pleasant flavours: begins on a touch of fruitiness with a creamy texture and
moving on to pointers of honey, apple, vanilla, and cinnamon. Scrumptious!

Image Courtesy: domata kameronmf

 
Price of Paul John Brilliance whiskey in India: Rs. 699 for 750 ml.
Alcohol by Volume Percentage of the Paul John Brilliance: 46% ABV
 
 
9. Amrut
 
The first single malt Whisky that is certainly Indian, Amrut is made out of hand-picked
Indian barley from the foothills of the Himalayas and has a notable richness of
flavour. Splendidly layered, be prepared to taste a touch of spicy, floral, sweet and toffee
notes.

Image Courtesy: The Distiller Blog

 
Price of Amrut whiskey in India: Rs. 3608 for 750 ml.
Alcohol by Volume Percentage of the Amrut: 46% ABV
 

Best Blended Whisky Brands

Page | 34
1. Johnnie Walker Blue Label
 
Amber with bright gold notes around the periphery this Blue Label is Johnnie Walker's most
prestigious whiskey. The Cristal of the blended whiskey world. Probably the most famous
super-premium blend made up of the finest old-aged malt and grain whiskeys. Wisps of peat
smoke, hints of charred oak, rich vanilla cream, sweet chilli pepper flake, bittersweet
chocolate. Blue Label transitions into the finish like cotton candy melting in the mouth:
almost imperceptible from mid-palate through the lingering notes of caramel, cocoa, peat,
and cinnamon. Blue Label’s bold, multi-layered palate and silky delivery ensure that it sits
unchallenged at the top of the Johnnie Walker pile.

 
Price of Johnnie Walker Blue Label in India: Rs. 20,500 for 1L
Alcohol by Volume Percentage of the Johnnie Walker Blue Label: 40% ABV
 
 
2. Black And White
 
The classic old blend of some of the finest whiskeys in Scotland, with a high proportion of
quality grain. This legendary whiskey is originally known as House of Commons (after the
British House of Commons), its nickname, referring to the black and white labelling, was
eventually adopted as the official brand instead. Soft and vanilla-ed like ice cream, the kind
where cream actually appears in the ingredients. Unripe kiwis, light citrus, and a little celery
salt. Immediately sweet, and slightly smoky, salty even, then a bit souring, some pepper and
oak. Definitive standard blend. Predominantly sweet without much else to compete.
Balanced, simple, and generally inoffensive.

Page | 35
Image Courtesy: the drammer's notes - Tumblr
 
Price of Black And White Whisky in India: Rs. 1768 for 750 ml.
Alcohol by Volume Percentage of the Black And White: 40% ABV
 
 
3. Imperial Blue
 
It is a perfect blend of Indian grain spirits and imported scotch malts for exquisite
smoothness. One of the Best Whisky Brands in India Imperial Blue delivers value at an
affordable price point. Through its consistent quality delivery, it has created a large following
for itself across the country. For Groupe Pernod Ricordo, which owns the leading liquor
brands, Seagram's Imperial Blue, is the leading whiskey brand and fastest selling whiskey in
India.

Image Courtesy: Behance
 
Price of Imperial Blue in India: Rs. 404 for 750 ml.
Alcohol by Volume Percentage of the Imperial Blue: 42.8% ABV
 
 

Page | 36
4. White Walker by Johnnie Walker
 
A limited edition whiskey from Johnnie Walker, inspired by the absurdly popular television
program, Game of Thrones, this whiskey features malts from Clynelish and Cardhu, among
others. The bottle has a temperature-sensitive graphic that will spell out the words “winter is
here” when it's at the right temperature for serving. Starts with a thin hint of orange Fruit
Pastilles and dried apricot and then tuned with a toffee, vanilla pod and ginger snaps. Rich on
the palate more vanilla again, this time paired with cinnamon and almond with a hint of fresh
cherry and cut oak heat and finally finish with lingering peppery malt and festive spices.

 
Price of White Walker in India: Rs.4450 for 750 ml. 
Alcohol by Volume Percentage of the White Walker: 41.7% ABV
 
 
5. Royal Stag
 
Royal Stag, also known as Seagram's Royal Stag, is an Indian brand of whiskey launched in
1995. It is available in many countries around the world in various pack sizes. It is Pernod
Ricard's bestselling brand by volume. It is a blend of grain spirits and imported Scotch malts.
It is commonly available in 1 L, 750 ml, 375 ml and 180 ml bottles and also available in
90 ml and 60 ml bottles. The brand is named after a species of deer famous for its antlers that
is also featured in its logo. It is produced in several company-owned as well as bottler-
owned distilleries. It was the first whiskey brand launched in India that did not use any
artificial flavours.

 Price of Royal Stag in India: Rs. 886 for 750 ml

Alcohol by Volume Percentage ofthe Royal Stag: 42.8% ABV

Page | 37
 
 
6. Bagpiper
 
Bagpiper Whisky, which retails over 9 million cases a year, is an iconic brand by United
Spirits Ltd. It is defined by a light malty aroma and smooth woody character and has been a
popular choice among the masses since 1976. The Bagpiper Sardar has a universal recall and
is the strong mascot for the brand. The Bagpiper can now be associated with the victory of
good over evil through many Bollywood references. Their tagline "Khoob Jamega Rang" has
become a known statement in pop culture verses.

Image Courtesy: Thulo
 
Price of Bagpiper in India: Rs. 310 for 750 ml.
Alcohol By Volume Percentage Of The Bagpiper: 42.8% ABV
 
 
7. Mc Dowell's No. 1
 
McDowell’s No.1 Whisky is an exquisitely smooth blend of imported Scotch, select Indian
malts and premium grain spirits. The brand purpose for McDowell’s No. 1 today is to enable
friends to celebrate the bonds of true brotherhood. To build closer connects and build
stronger aspiration among our consumers, McDowell’s No.1 has refreshed its brand identity
and packaging to move forward from its existing imagery and embed the brand with strong
markers of close friendship and brotherhood.

 Price of Mcdowell's No. 1 in India: Rs. 404 for 750 ml.

Alcohol By Volume Percentage Of Mc Dowell's No. 1: 42.8% ABV
8. Officer's Choice
Page | 38
 
Launched in 1988 and positioned in the regular whiskey segment, Officer’s Choice Whisky is
one of the largest whisky brands in the world and also one of the largest exported spirits
brands with a presence in over 18 countries. A smooth whiskey with a finely balanced malt
blend. A market leader in 18 states across India with a national market share of 40%,
the brand sells itself as the righteous whiskey. Their motto is to encourage customers to make
the right choices in life and recognize the officer inside them. 

Price of Officer's Choice in India: Rs. 290 for 750 ml.

Alcohol By Volume Percentage Of Officer's Choice: 42.8% ABV
 
 
9. Original Choice
 
Original Choice is one of the top-selling brands in India’s popular whiskey segment and
is one of the top 10 selling whiskeys worldwide, with sales exceeding 11 million cases a
year. The Original Choice Whisky blend has been carefully crafted and perfected to offer the
same rich experience as that of a malt whiskey, but at an affordable price. Its light malty
aroma with a hint of a smooth woody character, from the use of malt spirits specifically
matured in pre-identified American oak casks, has ascertained that the Original Choice
Whisky experience is espoused by millions of loyalists over the years. Enjoy its distinct
flavour and let the spirit of smoothness unfold gently. For sure it is one of the Best Whisky
Brands in India.

Page | 39
Image Courtesy: John Distilleries
 
Price of Original Choice Whiskey in India: Rs. 230 for 750 ml.
Alcohol By Volume Percentage Of Original Choice: 42.8% ABV
 
 
10. Old Tavern
 
The brown, gold liquid lives in a classy bottle, carefully blended with flavours to give it a
distinctive taste and a smooth finish. Old Tavern is carefully blended with flavours and
neutral alcohol that gives it a great taste and a smooth finish. Old Tavern is a blended
whiskey produced by United Spirits Limited, which is owned by the giant United Breweries
Group. Old Tavern whiskey comes with a distinguished taste loved in Uttar Pradesh and
Bihar, Old Tavern Whisky is one of India’s most renowned whiskeys.

Image Courtesy: rimgont
 
Price of Old Tavern in India: Rs. 284 for 750 ml.
Alcohol By Volume Percentage Of Old Tavern: 42.8% ABV
 
 

Page | 40
11. Blender's Pride
 
Blenders Pride is the leading core brand of premium blended whiskey within the Pernod
Ricard portfolio in India. Without artificial flavouring, this whiskey is made by blending
Indian grain spirit with imported Scottish malt.  It doesn't give you a hangover or a headache
like other cheap whiskeys and it goes well with Coke. Blenders Pride was launched in 1995
in the Premium admix category. A blend of imported scotch malts from Chivas Brothers and
select premium Indian grain spirits. Blenders Pride is the result of 140 years of Seagram’s
great tradition of blending fine whiskeys. No artificial flavours, consistent
quality, exceptional taste, and aspiration led communication has powered the brand to
category leadership with current annual volume exceeding 5 Million cases.

Image Courtesy: bildungsministerin
 
Price of Blender's Pride in India: Rs. 929 for 750 ml.
Alcohol By Volume Percentage Of Blender's Pride: 42.8% ABV
 

FIVE CLASSIC COCOKTAIL AND THE STORY BEHIND THEM

1. Sazerac

The Sazerac is a distinctly Creole creation, blending rye whiskey, sugar, pastis and bitters.
Invented in the 1830s by New Orleans resident Antoine Amédée Peychaud (of Peychaud’s
Bitters fame). Initially it was named for its use of Sazerac French brandy, but this ingredient
was often replaced by whiskey in the 1870s, eventually becoming one of the world’s most
popular cocktails.

Page | 41
2. Old Fashioned

Sometimes simplicity is key to a classic. Muddling sugar and bitters with whisky resulted in
the Old Fashioned. One of the very first cocktails, the drink in its original form dates back to
the early 1800s. By the mid-1800s however, it became commonplace for several different
types of liqueurs and spirits to be used in the recipe as alternate variants of this muddled-up
masterpiece, so when the whisky version was ordered by patrons it eventually became known
by the moniker ‘Old Fashioned’.

3. Rob Roy

The Rob Roy is a variant of the Manhattan cocktail made with Scotch instead of bourbon. It
was invented at New York’s Waldorf Astoria in the 1890s to coincide with the release of an
operetta detailing the life and times of Scottish folk hero Rob Roy MacGregor, which was in
turn based on the titular 1817 novel by Scottish author Sir Walter Scott.

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4. Mint Julep

An American classic, as well as a perfect accompaniment while watching the famed

Kentucky Derby horse race, this classic combo of mint leaves, sugar and bourbon, has an
unclear origin. The name ‘julep’ may possibly derive from an earlier Arab drink called julab
however, a mixture of water and rose petals that was adapted with mint by Europeans at a
later date. The word ‘julep’ was also used by Europeans to refer to sweet drinks until the
cocktail as we know it today became popular among Americans in the early 19th century.

5. Seelbach

The Seelbach is unusual as it is a whisky cocktail designed to be consumed from a flute. The
Seelbach is a mix of bourbon, Cointreau (or triple sec, depending on the recipe), and a hefty
dash of both Peychaud’s and Angostura bitters topped with Champagne. It was named after
the hotel where it was invented in 1917, the Seelbach Hilton in Louisville, Kentucky. This
cocktail fell out of favour during the Prohibition era in the 1930s, but came back into the
public eye in the 1990s.

Page | 43
 

OBJECTIVE

Page | 44
PRIMARY OBJECTIVE

The aim of this research is to focus upon the process of making whiskey, briefly giving
information about its name and history and en-lighting the types of whiskey this research also
throws some light on the whiskey culture

SECONDARY OBJECTIVE

 To analyse the process of tasting whiskey

 Determining what effect does a particular type of wood has on a whiskey
 Learning about the different types of cask used in manufacturing whiskey
 Analysing whiskey industry and its consumption around the world
 The cultural norms related to whiskey and its role in society
 The future of whiskey world
 Talking about the Indian whiskey market and top brands in India
 Health and whiskey

Page | 45
SIGNIFICANCE OF
STUDY

Page | 46
 SIGNIFICANCE OF STUDY

Whiskey, one of the most widely consumed alcoholic beverage in the world is almost known
to everyone, or is it? Whiskey may seem like a very simple and classy beverage at first but it
definitely is not, it has very complex science of blending, fermentation, maturation, and
flavouring with a very contrast type of artistry involved in it. Very few people know what
goes into making of this renowned beverage, how it was developed and what was its course
through history. Whiskey has been an important part of culture since the days of early
revolution and has helped demolish the social ladders on many occasions according to many
significant historians. The process of making whiskey involves various variables such as the
type of wood used for maturation, the type of cask used for maturation, the amount of time
the whiskey was matured, types of grains used in making of whiskey, the process of mashing
used in making of whiskey and also the type of distillation used. This may not be known to
many but the whiskey industry is going through modernisation in technology in the recent
years and still has to go many years till it peaks. This modernisation has caused many ripples
and effects which sometimes are considered good or bad according to the people in this
industry.

The main part of this piece of work is to make people realise the complexity of a thing which
is consumed daily by many people and make them realise the scientific process related to it.
Along with making them understand the art of making a whiskey liked by the majority and by
doing so throw light on the business aspect of this industry. Also in the recent years India has
emerged as the largest consumer of whiskey in terms of volume, which definitely means
people in this nation love whiskey but at the same time know very less about the beverage
this study wants to justify their enthusiasm for whiskey by giving them solid structural
knowledge. With this research and data provided many misconceptions related to whiskey are
cleared

Page | 47
SCOPE OF STUDY

Page | 48
 SCOPE OF STUDY

This study gives us basic information about the alcoholic beverage which is whiskey, and
focuses on making this beverage known to people. It also comprises of aims, objective and
rationale of this researcher.

This study richly provides the informative and engaging literature about whiskey and gives us
a deep perspective about the different dimensions of this alcohol. Meaning this study will
give factual information about the process of making this alcohol and also make us
acquainted with the making of blends. It also gives us various standard norms and methods
followed around the world by different distilleries with respect to the country they are located
in.

The methodology used to carry out this research is content driven and practically fit to the
people wanting to implement it. This also helped the researcher in creating a data which is
objectively apt for the people and allowed him to study the beverage with respect to the
current scenario.

The research finding based on the questionnaire distributed to the people of diverse
background. These responses given back helps to put a perspective upon the views people
have about whiskey and norms related to it. The appropriate result of this data provides
recommendation and puts out the major views of the society.

Page | 49
 RESEARCH
&
METHODOLOGY

Page | 50
 Research and Methodology

Research problem

 This study focuses on the process of making Whiskey and also on the
different scientific, cultural and many intangible aspects related to it

Developing Objective

 to study the making of Whiskey

 learn about different aspect and factors affecting its manufacturing
 to study the different types and blend of Whiskey
 to study the health aspect related to whiskey consumption
 Learn about the manufacturing of this beverage in different countries

Research Design

 The sample design consist of Professionals and laymen visiting different

cafes and bars

Sample Size

 Sample size taken for this study is 100

Location of the study

 The location of study selected was Daman, India

Type of Sampling

 The type of sampling used is Convenient Sampling

Page | 51
Data Collection

 The data required for the study is collected through the following:
Primary Data:
The primary data has been collected through well drafted
questionnaire. This questionnaire consisted of both open ended and
close ended question.

Secondary Data:
It has been collected through published books, through internet
research and with a guidance of a Guide.

Analysis and interpretation

 The data collected through questionnaire has been carefully analysed and
interpreted. The tools used for analysis of data are tables and graph.

Limitation

 Study time is limited

 Hard to find the information
 Challenging topic
 Hard to find respondents

Page | 52
 ANALYSIS AND
INTERPRETATION

Page | 53
 Analysis and Interpretation

Table No.1 consumed alcohol

Sr. Options Count % of 100

A yes, once or twice 26 26
B yes, avid consumer 29 29
C No 25 25
D No, want to try 20 20

Chart 1. Consumed alcohol

% of 100
29 % of 100
26

25

20

yes, once or twice

yes, avid consumer
no
no, want to try

Inference
Data provided above points that the society does not show a very strong habit about
consumption of alcohol as all the mentioned categories do not show major differentiation

Page | 54
Table No.2 number of family members consuming alcohol

Sr. Options Count % of 100

A 1or 2 38 38
B none 31 31
C 3or 4 21 21
D mostly everyone 10 10

Chart 2.number of family members consuming alcohol

% of 100
% of 100

38

31

21

10

1 or 2 none 3 or 4 mostly everyone

Inference
By The data provided above we can infer the fact that most of the family either has 1or 2, or
no one consuming alcohol, very few families have a large number of alcohol consumers

Page | 55
Table No.3 type of alcohol consumed

Sr. Options Count % of 100

A Whiskey 38 38
B Beer 28 28
C Wine 19 19
D Cocktails 15 15

Chart 3.types of alcohol consumed

% of 100
40
35
30
25
20 % of 100
15
10
5
0
Whiskey
Beer
Wine
Cocktail

Inference
The data above shows that most of the consumer drinks alcohol like whiskey and beer which
also supports the national statistic that India is the largest consumer of whiskey by volume

Table No.4 type of alcohol preferred

Page | 56
 Sr. Options Count % of 100
A Beer 36 36
B Vodka 42 42
C Whiskey 13 13
D Rum 9 9

Chart 4.types of alcohol preferred

% of 100

45
40
35
30
Axis Title

25
20
15
10
5
0
Beer Vodka Whiskey Rum

Inference
The above graph shows that most people favours less distinct alcohol in terms of flavour
rather than something having pungent flavours like Rum or Whiskey

Page | 57
Table No.5 type of Whiskey consumed

Sr. Options Count % of 100

A Scotch 13 13
B Single blend 23 23
C Blended 38 38
D not consumed 26 26

Chart 5. Types of Whiskey consumed

% of 100
scotch single blend blended not consumed

13%
26%

23%

38%

Inference
Majority of people who do consume whiskey consume blended whiskey on a regular basis
and very few consume scotch

Page | 58
Table No.6 frequency of consuming alcohol

Sr. Options Count % of 100

A Weekly 13 13
B Daily 6 6
C Occasionally 58 58
D None 23 23

Chart 6.Frequency of consuming alcohol

% of 100
60

50

40

30

20

10

0
weekly
daily
occasionally
none

Inference
Most of the people consume alcohol occasionally that is at an non uniform time interval
while very miniscule amount of people consume alcohol daily

Table No.7 knowledge about health benefits of alcohol

Page | 59
 Sr. Options Count % of 100
A Yes, mostly 11 11
B No 41 41
C A few 22 22
D Only as an inhibitor 26 26

Chart 7.knowledge about health benefits of alcohol

% of 100
45
40
35
30
25
20
15
10
5
0
yes, mostly
no
a few
only as an inhibitor

Inference
By the data above we can see that most people either only know about alcohol as an inhibitor
of recreational activity or don’t know about the health benefits of alcohol

Table No.8 used alcohol for medical purpose

Page | 60
 Sr. Options Count % of 100
A Yes, tried and tasted 14 14
B No 43 43
C if recommended by Doctors 24 24
D Only, Home remedies 19 19

Chart 8.used alcohol for medical purposes

% of 100
yes, tried and tested no
if recmmended by doctor only,home remedies
19% 14%

24%

43%

Inference
A higher percentage of people have consumed alcohol with respect to its medical purposes
and mostly if recommended by the doctor to treat an illness

Table No.9 should people consume alcohol for Health

Page | 61
 Sr. Options Count % of 100
A Not at all 21 21
B Yes, if consumed responsibly 2 2
C Prefer medical science 46 46
D Home remedies are acceptable 31 31

Chart 9.should people consume alcohol for health

not at all if consumed responsibly

prefer medical science home remedies acceptable

21%
31%

2%

46%

Inference
Major people would rely on medical drugs than alcohol also there is not a very drastic
difference of data between people thinking not to consume and ok if it is home remedies

Table No.10 price segment of alcohol consumed

Page | 62
 Sr. Options Count % of 100
A Luxury 30k 4 4
B Sub-premium below 10k 35 35
C Premium 10k-20k 10 10
D Standard up to 3k 51 51

Chart 10.price segment of alcohol consumed

% of 100

60

50

40

30

20

10

0
luxury 30K sub-premium below premium 10k-20k standard upto to 3K
10k

% of 100

Inference
Most of the people consume standard alcohol which costs to about 3k , majority of the people
come under 10 k category and very less consumer avail luxury products costing 30k or above

Table No.11 Historical event influenced by alcohol

Page | 63
 Sr. Options Count % of 100
A Creation of speak easy 23 23
B Battle of Plassey 7 7
C Fall of Rome 8 8
D European trade 62 62

Chart 11.Historical event influenced by alcohol

% of 100

70

60

50
% of 100
40

30

20

10

0
creation of speak Battle of plassey Fall of rome European trade
easy in US

Inference
The data above shows very less people know about the actual historical event influenced by
alcohol that is creation of “speak easy” in the US

Table No.12 origination of Whiskey

Page | 64
 Sr. Options Count % of 100
A Scotland 74 74
B America 15 15
C China 2 2
D Britain 9 9
Chart 12.origination of Whiskey

80 % of 100
70

60

50

40

30 % of 100

20

10

0
Scotland
America
China
Britain

Inference
By the data shown above we can infer that Majority of the people know correctly that
whiskey originated in Scotland

Table No.13 accompaniments preferred with alcohol

Sr. Options Count % of 100

A Charcuterie 2 2
B Chips and other snacks 69 69

Page | 65
 C Tandoor& BBQ 24 24
D Chocolates 5 5

Chart 13.accompaniments preferred with alcohol

% of 100

70

60

50
% of 100
40

30

20

10

0
Charcuterie Chips and Snacks Tandoor& BBQ Chocolate

Inference
Majority of the people prefer chips and snacks as accompaniments when consuming alcohol
followed by BBQ and tandoori delicacies

Table No.14 raw material used for making Whiskey

Sr. Options Count % of 100

A Barley 31 31
B Wheat 29 29
Page | 66
 C Rye 4 4
D All of the above 36 36

Chart 14.raw material used for making Whiskey

% of 100

40

35

30

25

20

15

10

0
barley wheat rye all of the above

Inference
Most of the people think that whiskey is made up of either barley or wheat but also a fair
amount of people know correctly that whiskey is made from all of the mentioned grains

Table No.15 opinion about whisky being a communication promoter

Sr. Options Count % of 100

A Yes, made many friends through it 48 48
B it is just a source of nuisance 17 17
Page | 67
 C No, it doesn’t promote social interaction 23 23
D These social interaction are not concrete 12 12

Chart 15.opinion about Whiskey being a communication promoter

% of 100
these social interaction are not
concrete
12%

No, it doesn’t promote social

interaction Yes, made
23% many friends
through it
48%

it is just a source of nuisance

17%

Inference
By the data provided above we can tell that majority of the people don’t see whiskey as a
promoter of interactions and socialising or at least not in a good way but it is a fair divide
between the one who think otherwise

Table No.16 preferred way of consumption

Sr. Options Count % of 100

A Neat 4 4

Page | 68
 B Water 28 28
C Soda 63 63
D Cocktails 5 5

Chart 16.preferred way of consumption

% of 100
5% 4%
28%

neat
water
soda
cocktails

63%

Inference
Above chart shows that most of the people consume alcohol with soda followed by water and
very few people prefer consuming alcohol plain or as a cocktail

Table No.17 does person’s character and alcohol consumption related

Chart 17.does person’s character and alcohol consumption related

Page | 69
 Sr. Options Count % of 100
A Yes 13 13
B Poor mental health causes drinking issues 31 31
C No 43 43
D Only a bad person consume such beverages 13 13

% of 100

Yes
poor mental health causes drink-
ing issues
no
only a bad person drink such
beverages

Inference
The data shows that majority of the people do not relate alcohol consumption to mental
health but also a good amount of people think drinking issues are a consequence of poor
mental health

Table No.18 would you consume alcohol through online purchase

Chart 18.Would you consume alcohol through online purchase

Page | 70
 % of 100

70

60

50

40

30

20

10

0
Yes No consider trying it would like to know
more

Sr. Options Count % of 100

A Yes 9 9
B No 3 3
C Consider Trying it 67 67
D Would like to know more 21 21

Inference
Data shows that majority of the people consuming alcohol would try such a service or would
be willing to know more before consuming the service

Table No.19 do people associate whiskey and social status

Sr. Options Count % of 100

A Yes 23 23
B Some stereotypes are true 51 51
C Only that Scotch is a rich people drink 19 19
D No 7 7

Page | 71
Chart 19.Do people associate Whiskey and Social status

% of 100

60

50

40
% of 100
30

20

10

0
Yes Some stereotypes nly that Scotch is No
are true rich people drink

Inference
We can infer from the chart above that majority of the people think there is one or other
relation between alcohol and social status

Table No.20 identifying Whiskey Brands

Sr. Options Count % of 100

A Ciroc 4 4
B Patron 16 16
C Glenlivet 89 89
D Corona 1 1

Page | 72
Chart 20.identifying Whiskey Brands

% of 100

1%4%
15%

Ciroc
Patron
Glenlivet
4th Qtr

81%

Inference
The chart above shows us that exponential number of people can identify a whiskey brand as
prominent as Glenlivet

Table No.21 preferred place of consumption

Sr. Options Count % of 100

A Bar 13 13
B Clubs 7 7
C Home 76 76
D Breweries 4 4

Page | 73
Chart 21.preferred place of consumption

% of 100
80
70
60
50
40
30
20
10
0
Bar
Clubs
Home
Category 4

Inference
The data fore mentioned shows us that majority of the people like to consume alcohol in the
comfort of their home and very less amount would consider going to a brewery

Table No.22 expansion of IMFL

Sr. Options Count % of 100

A Indian made foreign liquor 66 66
B International Malt federation for liquor 4 4
C Internationally manufactured foreign liquor 9 9

Page | 74
 D Indian manufactured foreign liquor 21 21

Chart 22.Expansion of IMFL

% of 100

60
40
20
0

Series 1
r
ou

r
ou
liq

liq
ign

ur

ur
of

iqo
re

iqo
on
fo

nl

nl
ati
de

eig

eig
er
ma

or
fed

or
df
ian

df
alt

re
Ind

re
.m

tu

tu
fac
int

fac
nu

nu
ma

ma
lly

ian
na

Ind
tio
na
er
int

Inference
The chart shows most of the people know the correct expansion of IMFL that is Indian made
foreign liquor

Table No.23 when people prefer consumption of alcohol

Sr. Options Count % of 100

A before dinner 36 36
B during dinner 13 13
C after dinner 31 31
D as it pleases 20 20

Page | 75
Chart 23.when people prefer consumption of alcohol

% of 100
35

30

25

20
Series 1
15

10

0
before dinner
durring dinner
after dinner
as it pleases

Inference
The data shows that majority of the people like to consume alcohol after dinner or as per their
convenience

Table No.24 Whiskey consumption a problem or not

Sr. Options Count % of 100

A it is a huge problem 13 13
B the people consuming are the problem 29 29
C just another habit 27 27
D not a real problem at all 31 31
Page | 76
Chart 24.Whiskey consumption problem or not

% of 100

it is a huge problem
the people consuming are the
problem
just another habit
not a real problem

Inference
The chart shows that majority of the people do not think consumption of whiskey as a
problem, also many people think it is the person who is the problem

Table No.25 association of alcohol consumption and violence

Sr. Options Count % of 100

A Yes major factor 7 7
B No it’s the person 40 40
C In some cases 37 37
D A minor contributor 16 16

Page | 77
Chart 25.association of alcohol consumption and violence

% of 100

40

35

30

25 Series 1

20

15

10

0
yes major factor no it's the person in some cases a minor contributor

Inference
By the data in the chart we can see that majority of people think there is no relation between
alcohol consumption and violence

Page | 78
 FINDINGS

FINDINGS

 We came to know that the society does not have a very strong habit about
consumption of alcohol as there were similar frequency of people in each category

Page | 79
 Majority of the people have at least 1 or 2 member in their family who consume
alcohol and very few people live in a family with high number of people consuming
alcohol
 Vast sum of people drink alcohol like whiskey and beer more frequently than any
other type of alcohol
 Majority of the people would like to consume alcohol like vodka and beer
 A higher number of people who consume whiskey drink blended brews
 Majority of the people consume alcohol occasionally which means at a non-uniform
time interval
 Majority of the people did not know the health benefits of alcohol
 Most of the people have consumed alcohol if recommended by a doctor
 If given a choice most people would choose medical drugs prescribed to them rather
than consuming alcohol as an alternative
 Majority of the people consume alcohol priced in the bracket of up to 3k followed by
the bracket of under 10k, and very less amount of people consumed alcohol priced at
30k or above which is a steep price for a country like India
 People don’t know about the historical value of alcohol when asked about the events
like formation of “speak easy”
 Most of the people know that whiskey originated in the Scotland though there were
people who thought otherwise
 Large amount of people prefer chips and other similar snacks when consuming
alcohol
 Majority of the people thought that whiskey is either made from barley or wheat but
fair amount of people knew whiskey is made from both of the grains and rye too
 We can see that there was an almost equal divide of people thinking alcohol is or is
not a proper promoter of interaction or communication
 Majority of the people prefer consuming alcohol with water or soda
 People generally do not correlate alcohol consumption to mental health
 There is a substantial amount of people willing to purchase alcohol online
 People relate the type or brand of alcohol you consume with social status
 Exponential number of people can identify a recognised brand of whiskey
 Most people want to consume alcohol from the comfort of their home
 Most people like to consume alcohol after dinner or as it pleases them
 There is no direct relation of a person’s character or behaviour with alcohol
consumption

Page | 80
 SUGGESTIONS

SUGGESTIONS
 This research has been done to understand and gain the knowledge about alcohol
majorly focusing on whiskey which is a very widely consumed alcohol in a country
like India which has seen many different pattern in consumption and sales over the

Page | 81
 years with its growing economy and also changes in cultural thinking of society as
whole.

 People have given their comments and suggestion in the questionnaire distributed
among them. The following suggestions are based on the findings derived out of the
opinion and comments on the questionnaire. Even personal interaction with different
people who do or do not consume alcohol helped to get in depth views of people
about alcohol.

 The finding in this research shows that consumption of alcohol and the social stigma
around it has been clearing more and more with passage of time and also that there is
still a lot more to cover about this particular topic because people still don’t know
many things about alcohol .

 A major reason that people lack the amount of knowledge is because alcohol is still
perceived as a bad habit or something which should not be done or is impure
according to old values this leads people stray away from talking about it and results
in formation of myth or disinformation.

 Conducting this research in India and comparing the consumer behaviour across the
globe with it we can say although an individual person is consuming less alcohol in
this country than other there still are a lot of atrocities related to it because of lack of
responsibility under taken by consumers across country.

 There should be more campaigns about consumption of alcohol responsibly because

restriction hasn’t done any good to decrease the amount of consumer of alcohol.
Making people aware about the consequences of irresponsibility will do a much better
job of at least controlling the outcome of consumption.

 Many people still don’t know about the different type of alcohol how they are made
and what is the difference between them this is something that should be given
importance as a consumer who lacks knowledge is a consumer harming himself. Bars
and other commercial establishment should educate the customer about what they are
consuming and people should personally learn more about what they are consuming.

 A considerable amount of people still think alcohol is a major promoter of criminal or

violent activity they should be informed otherwise as alcohol does not force your
brain to think or do something which is terrible the thought of doing so is essentially
in ate to the person alcohol just gives you a sense of false confidence which again is
something you derive mentally and not because of alcohol.

Page | 82
 A substantial amount of people are curious about consuming alcohol which is proved
by the data derived by the questionnaire they should make an informed decision of
what they are trying to do.

 While curiously trying to consume alcohol one should make sure they are in an
environment ensure their safety and also mind the company they are keeping as trying
alcohol gets you in an inebriated state especially the first time which leads to the
person consuming it not functioning in a proper way so ensuring your safety should
be a priority.

 People seem to be lacking the knowledge about the historical impact alcohol has had
in general around the world this seem something very less people know about which
is backed by the fact provided by the questionnaire as rarely anyone knows about
formation of speak easy in the US which lead to unifying of the white and African
American society when the country banned consumption of alcohol.

 Although many people knew what are the side effects of consuming alcohol are very
low amount of people knew that it also benefits the health of a body, and even if they
knew the majority of the feedback given is about curing cough and cold which was
evident by the interaction with the people.

 The different health benefits should be known to the people it has been proven that
alcohol like whiskey helps in stroke as well as cancer prevention along with lowering
the risk of dementia and also helps prevent a prevailing disease like diabetes.

 People in India still majorly consume alcohol like whiskey with water or soda or have
it plain\neat , something that many commercial establishment can do is promote
different cocktails by suggestive selling which is good for the business and also
introduce Indians to a rather new way of consumption which is not explored yet by
many .

 India is a growing market for alcohol which leads to many opportunities up for grabs
and it does not have a cultural defining alcohol or brand which needs to be changed
and local breweries need to be favoured over large corporate manufacturer to induce
people to invest more in this business which will provide growth to economy.

 There are many social stereotype which people relate to the type or price of alcohol
consumed by an individual but it does not consider the fact that not all economically
sound people choose expensive alcohol and not all economically weak people keep
their budget in mind and also there are many gender stereotype associated giving an
example that whiskey and rum is a man’s drink and something like gin is consumed
by women which should be abolished.

Page | 83
 Mentioning all the myths about alcohol some of the bad effects of alcohol are true too
as when the consumption is not monitored properly like any other thing taken in too
much quantity this product becomes harmful and lethal to an extent as it majorly
affects the functioning of the liver, it degrade performance of an individual and cause
dehydration and heart strokes due to lowering of blood pressure.

 Like any other product used for consumption, alcohol will and obviously have both
good and bad effects on an individual the major factor deciding whether this effect is
good or bad is how its consumption is monitored responsibly drinking will cause no
harm and also benefits while if one drinks irresponsibly there definitely will be bad
consequences.

Page | 84
 CONCLUSION

CONCLUSION
This study focuses on alcohol majorly whiskey which is one of the most adversely consumed
alcohol in the country. It is found in this research that many people don’t know information
about this beverage they consume on a rather frequent basis. The research also focuses on the
origin of whisky along with its nomenclature and looks back briefly to its history and how
this beverage spread all around the world.

Page | 85
The research also found out about the way alcohol like whiskey is prepared, what are the
different aspects of making whiskey and its relation with other countries. The study also
found out the different type of whiskey focusing on the commercially recognised
classification that is on the basis of blend, country, or material used. Other than this the
research also focuses on the importance of wood used to make whiskey which is not
something many people know about.

The study tells us about the general upkeep of whiskey along with the things which
depreciate the value of the product. It tells us about a new process of chill filtration which has
met some mixed reviews in the brewery world. And also throws light on the art of tasting
whiskey. Along with this the study tells us about the famous or the most prominent Indian
whiskeys in the current market (2019) also mentioning some of the classic cocktails famous
all around the world. The content also provides us with the predictable future of the industry
and what changes are under progress already. And giving us information about these changes
mean to people in the industry and why these people agree or disagree with these constant
changes.

This research also gives content on the sensitive topic of the social and cultural stigma or
practices related to the consumption of alcohol and how people relate what you consume to
your status. And lastly what many people don’t agree on but research and experiments prove
otherwise is that if monitored responsibly this beverage can boost your health and prevent
many diseases.

The research methodology provides statistical data about the opinion of the people in India
putting them into perspective and showing what are the common practices and information
known to the majority of the consumer. This was possible only because of the comments or
opinion given by the people through questionnaire provided to them.

In conclusion the world of whiskey is a very diverse and complex industry filled with rich
history of the beverage around the world and definitely something much more than
something millions of people consume very frequently all around the globe.

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Cask Single Malt Whisky". World Whiskies Awards. Archived from the original on 23 January
2017.
5. Kelly, Amanda (8 May 2000). "Welsh will make a rare bit of whiskey". The Independent.
6. "Planet Whiskies Welsh Distillery Section".
7. Alan J. Buglass (2011). Handbook of Alcoholic Beverages p.532. John Wiley and Sons
8. "Hammer Head Story". Whisky-pages.com.
9. "Meet Italy's whisky pioneers | Scotch Whisky". scotchwhisky.com. .
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11. "Best Italian Single Malt Whisky – PUNI / NOVA – World Whisky awards
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13. "DYC Reserva 8 Años". SPAIN: Licorea.com.
14.  Distillerie des Menhirs
15.  Maarse, H. (1991). Volatile Compounds in Foods and Beverages.
16.  Belitz, Hans-Dieter; Schieberle, Peter; Grosch, Werner (2004). Food Chemistry. Springer.
17.  Cole, V. C.; Noble, A. C. (1 January 1995). Lea, A. G. H.; Piggott, J. R. (eds.). Fermented
Beverage Production. Springer US.
18. Maarse, H. (1991). Volatile Compounds in Foods and Beverages. CRC Press. p. 553. ISBN 
19. "June 2007". The Beer Brewer. Archived from the original on 19 December 2007.
20.  Maarse, H. (1991). Volatile Compounds in Foods and Beverages.
21.  "Aromas and Flavours". Wine-Pages.com. Archived from the original on 18 October 2007.
22.  Belitz, Hans-Dieter; Schieberle, Peter; Grosch, Werner (2004). Food Chemistry. Springer.
23.  Maarse, H. (1991). Volatile Compounds in Foods and Beverages. CRC Press. p. 
24. Grush, Loren (10 September 2015). "Whiskey aged in space tastes like throat lozenges and
rubbery smoke". The Verge.
25. "Chill Filtration". Whiskey Basics. Whisky for Everyone.

Further reading

 Andrews, Allen (2002). The Whisky Barons. Glasgow: Angels' Share (Neil Wilson Publishing). 
 Buxton, Ian; Hughes, Paul S. (2014). The Science and Commerce of Whisky. Cambridge: Royal
Society of Chemistry. 
 Smith, Gavin D. (2009). The A–Z of Whisky (3rd ed.). Glasgow: Angels' Share (Neil Wilson
Publishing). .

APPENDIX

QUESTIONNAIRE
NAME: AGE:

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GENDER: CONTACT:

1. Have you ever consumed or consume alcohol?

( ) yes, once or twice ( ) No
( ) yes, avid consumer ( ) No, want to try
2. Does anyone in your family consume alcohol?
( ) 1or 2 ( ) 3or 4
( ) none ( ) mostly everyone
3. If yes, what type of alcohol have you consumed?
( ) Whiskey ( ) Wine
( ) Beer ( ) Cocktails
4. Which alcohol do you prefer?
( ) Beer ( ) Whiskey
( ) Vodka ( ) Rum
5. What type of whiskey have you consumed or prefer?
( ) Scotch ( ) Blended
( ) Single blend ( ) not consumed
6. How often do you consume alcohol ?
( ) Weekly ( ) Occasionally
( ) Daily ( ) None
7. Do you know about the various health benefits of whiskey?
( ) Yes, mostly ( ) A few
( ) No ( ) Only as an inhibitor
8. Do you see yourself using alcohols like whiskey as a medical remedy?
( ) Yes, tried and tasted ( ) if recommended by Doctors
( ) No ( ) Only, Home remedies
9. If the health benefits are true do you think people should start consuming in small
amount?
( ) Not at all ( ) Prefer medical science
( ) Yes, if consumed responsibly ( ) Home remedies are acceptable
10. What is the price segment of whiskey you consume?
( ) Luxury 30k ( ) Premium 10k-20k
( ) Sub-premium below 10k ( ) Standard up to 3k
11. Which of these historical events was influenced by whiskey or alcohol in general?
( ) formation of speak easy ( ) Fall of Rome
( ) Battle of Plessey ( ) European trade
12. Do you know where Whiskey originated?
( ) Scotland ( ) China
( ) America ( ) Britain
13. What accompaniments do you prefer with whiskey?
( ) Charcuterie ( ) Chips and other snacks
( ) Tandoor& BBQ ( ) Chocolates
14. Which of the following things are used to make whiskey ?
( ) Barley ( ) Wheat

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 ( ) Rye ( ) All of the above
15. Do you think whiskey act as a common ground people like to talk about?
( ) Yes, made many friends through it
( ) it is just a source of nuisance
( ) No, it doesn’t promote social interaction
( ) These social interaction are
16. In what way do you prefer to consume whiskey ?
( ) Neat ( ) Soda
( ) Water ( ) Cocktails
17. Do you think consumption of such beverage makes a person bad or depicts that a
person has poor mental health?
( ) Yes ( ) Poor mental health causes drinking issues
( ) No( ) Only a bad person consume such beverages
18. Selling of whiskey online has recently started do you see yourself using this online
option?
( ) Yes ( ) Consider Trying it
( ) No ( ) Would like to know more
19. Do you associate whiskey with social status of person?
( ) Yes ( ) Only that Scotch is a rich people drink
( ) Some stereotypes are true ( ) No
20. Which of the following is a whiskey brand?
( ) Ciroc ( ) Glenlivet
( ) Patron ( ) Corona
21. Where do you prefer to consume your alcohol?
( ) Bar ( ) Home
( ) Clubs ( ) Breweries
22. Do you know the meaning of IMFL?
( ) Indian made foreign liquor ( ) Internationally manufactured foreign liquor
( ) International Malt federation for liquor ( ) Indian manufactured foreign liquor
23. When do you prefer to consume whiskey?
( ) before dinner ( ) after dinner
( ) during dinner ( ) as it pleases
24. Do you see whiskey consumption as problem or just another habit people have?
( ) it is a huge problem ( ) just another habit
( ) the people consuming are the problem ( ) not a real problem at all
25. Do you associate crimes like domestic violence to consumptions of alcohol like
whiskey?
( ) Yes major factor ( ) In some cases
( ) No it’s the person ( ) A minor contributor

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