I’m not emphatically stating that smaller distilleries don’t have great products, they most definitely do but whisky sales are on the decline in Canada and if the past has taught us anything - not only does it takes patience for a brand to survive, it takes money in the bank. Albeit aimed to the new whisky drinkers out there, some general advice to remember: • Whisky history is important • Current world events affect the category so stay aware • The bottom hasn’t fallen out of the whisky industry since the early 1980’s As the saying goes – A rising tide raises all boats and the opposite is true too so don’t shit on the big brands because it isn’t doing anybody any favours especially the smaller brands who we can only hope will survive the shit storm when it inevitably comes blowing through.
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the whisky explorer magazine
WINTER 2024
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