[Whiskey Decision] The Tiny Giant 🤏 - Scotch Single Malt?

A $820K Christmas tree? For Kamila Grabaska, when her towering injury claim clashed with her festive victory. Her courtroom narrative crumbled after she was seen joyfully tossing a tree, challenging her own tales of pain. Her competitive spirit, meant to showcase strength, instead cost her dearly as her credibility vanished. The verdict was swift, severing her substantial claim and transforming her competitive triumph into a financial folly.

In today's dispatch, we're diving headfirst into:

• Scotch: Rise of Single Malts, The Size of Blends, and Transparency

• Worthy Reads: Sampling some of the best from around the web

• Rewind: Some of our most popular Instagram posts from last week

• Cocktail: an elegant Rob Roy

Shaping whisky tastes one film at a time?🎬

The popularity of single malt Scotch has grown a lot, from 6.4 million liters in 1986 to 38.8 million by 2021. But what caused this big change? Did movies and TV shows make it more popular, or was it already becoming a favorite on its own?

With the words “Scotchy, Scotch, Scotch", 2004’s Anchorman may not get all the credit it deservers for starting the rise of the Single Malt. Fold in the eight year run of "Suits" ( and oddly 2023’s most streamed show on Netflix) with prominent displays of Macallan 18 & 25 year old expressions. These moments in TV and movies might have helped make single malt Scotch seem more attractive and special to people.

But there's a bigger question: how big is single malt Scotch really? The increase in sales shows that more people are buying it but has it overtaken Blended Malts?

The Blockbuster that is Blended Scotch🔼

Single malts are like indie films that garner critical acclaim and a devoted fan base. While blended malts are the summer blockbusters that studios bank on to appeal to the masses and rake in the big bucks. Just like the movie industry, the Scotch whisky world has come a long way from its humble beginnings of shopkeepers filling bottles straight from the cask.

Blended whiskies like Johnnie Walker Red and Black Label are the undisputed kings of the market. In 2021, Johnnie Walker Red sold a mind-boggling 11 million cases, snagging a whopping 12% market share, while Black Label nabbed the bronze medal with 5.9 million.

But wait, what about those fancy single malts that everyone's always raving about? Sure, they're the prestige players, commanding top dollar and turning heads, but when it comes to sheer volume, they're just a small piece of the pie. The crème de la crème of single malts – Glenlivet, Glenfiddich, and Macallan – sold 1.5m, 1.4m, and 0.9m cases respectively in 2021. Impressive, but get this: the combined volume sales of the top seven blended malts is roughly equal to all single malts put together.

In 2021, bottled blends made up over 60% of the total Scotch whisky volume, while single malts accounted for only 10%. However, when it comes to export value, bottled blends generated £3.1 million, and single malts contributed £1.5 million, with other categories adding to the total export value of nearly £5 billion. If all this discussion about single vs. blended vs. grain leaves you with more questions instead of answers check out this article.

But there is one more thing about Scotch that we have to talk about…

The End of a Story... For Now.

In an industry where giants like Diageo play their cards close to the vest with brands like Johnnie Walker, Compass Box (historically) stands out as the refreshing underdog, unafraid to show their hand. Consistently fighting for transparency, pushing for clearer labeling and more information for consumers, even in the face of powerful opposition. Including multiple legal battles.

Consumers expect transparency. The whisky world knows the cost of secrets, from MGP's sourcing backlash to Compass Box's legal fights for being too open. These tales show the need for honesty in a smart, connected market.

With so many ways to share information, secret brands look suspicious. People wonder what they hide. In a world that prizes authenticity, lacking transparency is outdated and troubling. It suggests a brand out of touch with modern values, clinging to old corporate ways.

Here's to John Glaser and Compass Box, the rebels who dared to pull back the curtain on the whisky world. In an industry often shrouded in secrecy, their commitment to transparency is worth raising a glass to.

📰 Worthy Whiskey News (a.k.a. our favorite reads)

• John Glaser, one of the biggest proponents of whiskey transparency steps down from his role after 23 years.

• A favorite article revealing the lore and impact of Compass Box from 2020.

• Admit it. You’ve wondered about oil washing spirits to elevate your cocktails. We have you covered.
  

• Dethroned? American Whiskey is vanishing behind bars across the US.

• Breaking Bourbon breaks down ‘dusties’ - the allure and pitfalls.

📸Rewind: A selection of our most popular IG Posts

• The price of Old Forester 1924 isn’t that bad, is it?

• Has inflation hit everything? Even Wild Turkey 101?

• A rare video including Justin from Whiskey Decision asking for ideas.

• Acknowledging the end of an era at Compass Box

• What fool chose the wrong Duran Duran song for Penelope Rio?

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🍒The Elegant Rob Roy🍷

An elegant cocktail with an approachable blended Scotch. No need for a top shelf spirit to elevate this delightful cocktail.

Ingredients

• 2 ounces blended Scotch, preferably The Feathery

• 1 ounce sweet vermouth, preferably Dolin Rouge

• 3 dashes apple bitters

Instructions:

Combine all ingredients in a mixing glass over ice and stir until chilled.

Strain into a chilled coupe or cocktail glass.

What a ride it's been this week, huh? Thanks for joining us on this journey through the world of good spirits at great prices.

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Thanks again for being here. Let's raise a glass to the week ahead.