MB Insights: World Whisky Day 2023 – A History of Whisky

Consumer, Drink, Drinks, Hospitality, Industry, Insight, Retail, Technology

Posted on 19 May 2023

Evolving from small medieval distilleries into the colossal $88 billion dollar industry that it is today, the story of whisky is one founded on tradition, revolution, and a thirst for innovation.

So, in honor of World Whisky Day, MacGregor Black explores the murky origins of whisky, the art of distilling, and the factors that fueled the rise of one of the world’s most popular spirits.

 

Where Did Whisky Come From?

Whisky’s history dates back hundreds of years. Which means, unfortunately, there are a number of theories as to where exactly the fiery golden liquid originates from.

Some academics argue that the ancestor to modern whisky was first discovered by Irish, Scottish, and English farmers, who began distilling spirits from their surplus grains. Although, a more favoured theory suggests that missionary monks brought the art of distillation over to the UK over a thousand years ago having mastered the practice on their travels across the Mediterranean, the Middle East and mainland Europe.

If we turn to the pages of history, we find the first ever written evidence of whisky appears as early as 1405, in the Irish Annals of Clonmacnoise. Here it was documented that the head of a clan died from ‘taking a surfeit of ‘aqua vitea’. However, the earliest historical reference to whisky appears a little later down the line, in the Scottish Exchequer Rolls of 1494 where an entry refers to King James IV of Scotland granting ‘eight bolls of malt to Friar John Cor wherewith to make aqua vitae’.

Aqua vitea, a term historically used to describe distilled spirits, is a Latin term meaning ‘water of life’. When translated from Latin to Gaelic, ‘aqua vitea’ became ‘uisge beatha’, which over the years, eventually evolved into the word ‘whisky’ that we know and love today.

 

Whisky Production & The Art of Distillation

Whisky, like all of its spirit counterparts, is made using distillation. A complex practice that dates back as far as the 1st century BC and research suggests originates from ancient Mesopotamia and Egypt, where early practitioners first used the process to create a mix of potent perfumes and aromas.

 

 

 

However, thanks to the global migration of knowledge and through the adaptation of ingredients & techniques, over time, alchemists refined and expanded distillation beyond perfumes to include medicines, poisons and of course, whisky.

One such factor that fanned the flames of mass whisky production took place in 1536, when Henry VIII broke ties with the Roman Church and disbanded many of the English monasteries. Prior to this point, distilling spirits remained largely a monastic and medical practice, but with so many unemployed Monks dispersed into the general population at the time, the art of distilling spirits quickly made its way into homes and farms, and the general production of whisky shifted into the hands of the people.

The increasing popularity of whisky would soon attract Scottish Parliament, where plans to profit from the growing industry, saw the introduction of the first taxes on whisky, in 1644. However, in protest, many Scots turned to illicit distilling in an attempt to avoid the high taxes. By the 1820s, as many as 14,000 illicit stills were being confiscated every year, and more than half the whisky consumed in Scotland was being enjoyed without the taxman taking his cut.

However, in 1823, the Excise Act was passed, which allowed Scots to distil whisky in return for a license fee of £10 and Illicit distilling and smuggling eventually died out.

With restrictions lifted for the import and export of commercial whisky, this incentivised people to grow barley and licensed distilleries began emerging in all corners of the Scottish lands. With a license now required, the process of distilling whisky became more refined and eventually upped the quality of the product. From here, whisky gradually gained worldwide popularity, becoming a talisman of heritage, craftmanship and cultural identity for the regions it was produced in.

In the early days of whisky production, the process was relatively simple. Grains were mashed, fermented using yeast, and the resulting liquid was then distilled. Following distillation, the liquid was aged in wooden casks for several years, providing it with the unique characteristics, colour, and flavours that whisky is known for today.

 

 

In the modern era, the fundamentals of whisky making remain largely unchanged. Grains are still mashed, fermented, and distilled, and whisky is still aged in wooden casks. However, over the centuries, advancements in innovation and technology, as well as the introduction of advanced aging and maturation processes have birthed a new age of whisky production.

In the 18th and 19th century, the industrial revolution brought significant advancements to the field. Namely, the invention of the column still in 1830, by Aneas Coffey, which revolutionised distillation and paved the way for large-scale whisky production. Today, distillation has transcended its traditional ties to spirits and is now a crucial process in various other industries including, the production of fuels, petroleum refining, essential oils, pharmaceuticals, and even water purification. Proving that distillation has played, and will continue to play, an essential role in the advancement of human society… not to mention good quality spirits.

 

 

Whisky or Whiskey…

The terms, whisky and whiskey are often used interchangeably, causing quite a bit of confusion amongst connoisseurs and casual drinkers alike. However, there are a number of distinct differences in their production methods, geographical origins, and their unique flavour profiles.

Whisky (without an e, and the starring spirit of this article) typically refers to whisky produced in Scotland and is often dubbed, Scotch whisky. Scottish distilling largely inspired the production of whisky in countries like Japan and Canada, explaining why both countries also use the ‘without an e’ spelling of whisky.

Scotch whisky has some pretty stern regulations when it comes to what can actually be labelled as a true Scotch Whisky. It must be made from malted barley, water, and yeast, and must be distilled in Scotland for at least three years. Scotch whisky is also well-known for its range of rich and smoky flavours, which can be attributed to the use of peat in the malting process.

 

 

However, recent research found that peat releases an excessive amount of stored carbon dioxide when harvested and is currently under some scrutiny for its potential contribution to climate change. The Scottish Government has since drawn plans to move away from using peat products in the future, thus protecting the environment, and ensuring no further damage to the peatlands.

Whiskey, on the other hand, is the preferred spelling of grain spirits that have been distilled in Ireland and the United States.

As Irish colonists began to arrive in America, they brought with them the process of distilling grain spirits and from that moment onwards, whiskey was born.

American whiskey encompasses various styles, including bourbon, rye whiskey and Tennessee whiskey, all of which are distilled in different ways, using different ingredients and under strict legal regulations specific to America. For example, similar to Scotch, for a bourbon whiskey to officially labelled as a bourbon whiskey, it must be distilled in America and at no higher than 160 proof, 80% alcohol-by-volume.

 

 

Brands to watch…

As the world of whisky continues to evolve, and an increasing number of individuals embrace the charm and cultural complexities of this cherished spirit, certain brands have emerged as rising stars in the industry. MacGregor Black caught up with award-winning mixologist and drinks practice operations consultant, Kieron Hall, to gauge which brands are gaining popularity and the reasons behind their rise.

Nc’nean Distillery

 

Nc’nean Distillery is a young, independent, organic whisky distillery perched above the Sound of Mull in the remote community of Drimnin on the west coast of Scotland. Declaring their main purpose to be “creating experimental spirits, and pioneering sustainable production”, Nc’nean Distillery aims to really get people thinking about Scotch.

“Nc’nean Distillery is a favourite brand of mine for a number of reasons, I think they’ve just hit the mark with everything a brand needs to be in today’s economy,” comments, Kieron.

“The brand is constantly looking at ways to shake-up the traditional Scotch market and improve their impact on the planet. Like, using organic Scottish barley at their distillery, which is powered by renewable energy, as well as recycling 99.97% of their waste, and making all of their bottles out of 100% recycled clear glass. Not to mention,

I think the quality of their product is brilliant, particularly their Organic Single Malt Whisky.

If you haven’t checked out Nc’nean yet, you definitely should!”

 

InchDairnie Distillery

 

InchDairnie Distillery, based in Fife, Scotland, pride themselves on their origins, whisky traditions, and their ability to take an innovative approach to flavour. Their distillery uses only barley that has been grown locally in Fife and they operate using two bespoke pieces of equipment; a Mash Filter and Lomond Hill Still, both used for experimentation and innovation.

Kieron Hall comments, “InchDairnie opened in 2015 and they literally built the whole distillery around their mash filter. Their bespoke methods to whisky production means that they can handle a variety of different grains and can extract more flavour and sugar during the process.

Every year, the brand clears two weeks in their calendar to distil something ‘out of the ordinary’ which most recently saw the distillery make their way to ‘the dark side’, being the first to distil a mash made from a majority of Dark Kilned Malted Spring Barley, which is usually used to brew dark beers.

A great drink and I suspect a great deal of innovation to come from InchDairnie in the near future.”

 

Ellers Farm Distillery

 

Based in North Yorkshire, Ellers Farm Distillery’s state-of-the-art production ranks as one of the largest distilleries in the country. The brand prides itself on being carbon neutral since day one of its operations, with further plans to achieve official B Corp certification. Ellers Farm Distillery has also partnered with Bristol based environmental organisation, Ecologi with the aim of planting one million trees.

“Ellers Farm is a classic,” says Kieron Hall.

“My colleague, Dana Bond and I recently visited the famous Ellers Farm Distillery and toured their site. After hearing some of their ambitious environmental goals and their plans for the future, we were pretty impressed.

Not only do they distil whisky, but they also produce vodka, gin and a range of small batch spirits that are only released in batches of 500 bottles. Ellers Farm will surely continue to lead the charge when it comes to sustainability, NPD and of course, great quality spirits.”

Kieron also comments about the “up and coming challenger brands” stating that:

“There are so many brands that deserved a mention, with many up-and-coming challenger brands also making big moves in the world of whisky right now, such as, Wolfburn, Milk & Honey, Mackmyra and Stauning Whisky to name a few.”

“It’s an exciting time to be a whisky lover as we have front row seats to watch a wave of new brands redefine the landscape of whisky.”

 

 

Whether it’s neat, on the rocks, or mixed into a complex cocktail, whisky clearly has a rich history of being beloved by many, throughout the centuries.  From the rolling hills of Scotland to the bourbon-soaked barrels of Kentucky, the production methods, legal regulations, and geographical influences have shaped the unique identity of whisky.

With each sip, we embark on a sensory journey of tradition, rebellion, and innovation, connecting us to a rich, yet murky, history of one of the world’s most beloved spirits.

So, if you’re a complete connoisseur, a beloved bourbon fan or an avid enthusiast, join us on World Whisky Day 2023 to appreciate the deep and remarkable world of whisky.

 

Case Study, Consumer, Cosmetics, Health & Beauty, Industry, Insight, Sustainability

Posted on 7 October 2022

For thousands of years, skincare has played a vital role in many of our daily routines.

As early as 4000 BCE, our ancestors have experimented with creative and resourceful ways to enhance their physical appearance. Now, one modern trend looks to reshape the multi-billion-dollar global industry.

MacGregor Black takes a closer look at the cosmetics industry and its latest development, ‘Clean Beauty’.

The Cosmetic Industry

The ancient Greeks lathered their faces with honey and the early Egyptians exfoliated their skin with salts extracted from the Dead Sea. Our historic desire for the perfect complexion has echoed throughout the ages, giving birth to a £395.7billion industry we know today as, the cosmetics industry.

An industry where, in more recent years, many brands have drifted away from traditional techniques and ingredients forged in nature, instead turning to science in the search for success. Whilst such techniques may well have resulted in cheaper, more convenient, and (admittedly) in many cases more effective products. There is a newfound spotlight shining brightly on the long-term effects of pursuing perfection.

Fast forward to present day and an increasing amount of consumers are beginning to pay close attention to the products they consume. Labels are used to educate rather than attract, ingredients are analysed and understood, and brand are now held to account for the impact they have on not only our skin, but the world around us.

The result?

Cosmetics companies from across the globe are beginning to ditch the new for the old… all in the name of the ‘Clean Beauty Movement’.

What is Clean Beauty?

At its core, clean beauty refers to cosmetic products that are free of hormone disrupters, carcinogens and other harmful chemicals or ingredients such as, petrolatum, parabens, oxybenzone, phthalates or artificial fragrances, to name but a few.

Led by a rise in conscious consumerism, clean beauty products are flooding the cosmetics industry. And are we really surprised? According to data collected by Statista Research, almost half of 13–19-year-olds are interested in trying clean beauty and personal care products. In fact, in today’s market, clean beauty products generate around £350 million per year, with forecasts expecting 600% growth by 2024, totaling to a whopping £20 billion worldwide.

Clean beauty products are not only defined by their use of safe, non-toxic ingredients but are also bolstered by their transparency. There is a conscious movement towards tearing down the wall of secrecy that has previously surrounded many well-known brands, as modern consumers seek to educate themselves to better the decisions they make. So much so, that according to a recent survey conducted by Statista Research, 66% of 13-39-year-olds are more likely to buy a personal care or beauty product that has a ‘clean’ label on it.

Long gone are the days when consumers shopped solely for designer names or fancy packaging alone. Ingredients are now firmly under the microscope, with favour falling heavily to transparent beauty brands that clearly list not only exactly what is in their products, but also omits ingredients that can potentially harm.

Now to some, the conversation may end there. After all, a ‘clean’ label must mean it’s clean, right? Unfortunately, this isn’t always the case. In truth, there is no legal or official definition for clean beauty at this moment in time. And in the absence of clearly defined rules bring ambiguity. Ambiguity that many brands have taken advantage of, seeking to define clean beauty according to their own agendas. Not only that, but the cosmetics industry sadly isn’t as regulated as we’d all like it to be and as a result, some brands have the ability to mislead their customers. For example, ‘fragrance’ is not an ingredient but due to the lack of detailed regulation, companies can hide toxic ingredients in their products under the banner term ‘Fragrance’.

This is precisely what Clean Beauty aims to correct.

What Else Could Be Considered ‘Clean Beauty?’

Fuelled by a sudden boom in the health and wellness sector, many brands have opted to launch products that are not only labelled as ‘clean’, but also ‘organic’, ‘cruelty-free’, ‘green’ or ‘natural’. We’ve broken down those terms for you below.

Organic

For a product to be dubbed ‘organic’, it must be composing of at least 95% organic materials, formulated using organic farming, handled and manufactured in coordination with specific laws, free of genetically modified ingredients and must be officially certified as ‘organic’. Unlike the food & drink industry, the term ‘organic’ in cosmetics has little regulation and unless a product has gone through an extensive testing process to become officially certified, it’s difficult to guarantee it contains truly organic ingredients. However, one thing to bear in mind is, in the United States the USDA organic certification isn’t cheap and therefore some smaller health and beauty companies operating out of the US can’t always afford to display the official USDA organic certification seal, despite their products being truly organic. So, it’s best to do your research!

According to data collected by Mordor Intelligence, the organic skincare market is expected to grow by 8.5% per year through to 2026. Currently, the market is primarily dominated by a select group of large cosmetics companies, however as more and more beauty brands reap the benefits of producing organic products, we expect to see a surge of new contributors entering into this space.

Cruelty-Free

With the same passion shown for their own health, many consumers are pushing for the cosmetics industry to also be more conscious of the effect they have on animals.

Unfortunately, the cosmetics industry has a long and ugly history of testing on animals. Thankfully, and in large part due to consumer backlash, this is slowly changing, and many beloved brands are now opting to test their products using other methods of research instead. For example, cosmetics companies can utilise vitro testing (the practice of testing on human cells and tissue), silico testing (testing using computer modelling techniques) and are also able to test their products with the help of human volunteers.

As cruelty-free brands become more popular, there’s a common misconception that these products are also ‘vegan’. Whilst cruelty-free products share the same sentiment as vegan products and aim to protect animals as much as possible, cruelty-free products can still contain ingredients derived from an animal, despite them not being sourced in ways that could prove harmful to the animal. For example, a product that contains honey could be considered cruelty-free, as extracting honey from the hive doesn’t harm to the bees, however, the product is not vegan as it still contains animal ingredients.

If you’d like to know which products are cruelty-free, keep your eyes peeled for official cruelty-free logos and certifications.

Green

Easily confused with ‘clean’ beauty, ‘green’ beauty refers to products that cause no harm to the environment. From its manufacturing to its ingredients, all elements of a green beauty product will have little to no impact on the planet.

One of the most talked about topics within green beauty right now is, sustainable packaging. According to a study conducted by specialist health & beauty agency, The Pull Agency, nine out of ten shoppers (88%; rising to 93% of Generation Z) look for sustainability credentials in their beauty and personal care purchases and a third (32%) have deliberately chosen a sustainable brand in the past.

However, despite the swelling demand from consumers, the cosmetics industry is one of the top contributors to plastic pollution, producing more than 120 billion units of packaging waste every year. This is because, sadly, much of the packaging used in the health and beauty sector is comprised of a mixture of materials that are extremely difficult, if not impossible, to recycle.

Natural

As reported by Nielsen, 40.2% of consumers say they look for natural ingredients when making a purchase. However, buzzwords like ‘natural’ are tricky to define.

In a nutshell, if a product is claiming to contain ‘natural’ ingredients, it’s more than likely referring to the essential oils inside the product. An essential oil is a concentrated hydrophobic liquid containing volatile chemical compounds derived from plants, and depending on how concentrated the oils are, this could drastically change their effects on your health. Whilst they are natural, if they’re not formulated correctly, essential oils could damage the protective barrier across the skin, which is why when racing to grab the latest ‘natural’ products from the shelves, consumers should still always be conscious of the ingredients inside them. However, more often than not, essential oils incorporated within manufactured products go through a degree of regulation and are usually pretty safe to use.

How Much Damage Can Products Really Do?

Since there are little regulations around keeping harmful ingredients out of cosmetics, the clean beauty movement must be led by health-conscious-consumers and companies alike. Being aware of the effects that certain ingredients in products can have on both our safety and the planet is the first step down the path to true clean beauty.

Preservatives such as parabens, used by brands to increase the shelf life of their products, have been known to cause skin irritations, allergic reactions, and in some cases, have even been known to disrupt the hormones in our bodies, causing fertility issues and increasing the risk of cancer. And that’s just one ingredient!

Similar to parabens, phthalates, which are used to bind a product with a fragrance, can also cause allergic reactions, hormone disruptions and irritate our skin.

As you can see, some (not all) of the ingredients used in health and beauty products can have long lasting, harmful effects on our health, but did you know that some of them can also do just as much damage to the planet?

Oxybenzone is an ingredient most commonly found in sunscreens, used to protect our skin from the harsh UV rays. Although used in over 3500 sunscreens worldwide, this popular ingredient offers far less protection than we might think…Not only does oxybenzone act as a human hormone blocker, but it has also been known to bleach and cause serious damage to coral reefs. Many consumers aren’t aware of this, nor are they aware that there are many suncream brands out there that opt to use zinc-oxide or titanium oxide instead of oxybenzone, both of which are kinder on our skin and the planet.

We can understand why products using synthetic ingredients can often get a bad rep (especially after reading the above!) and whilst we might assume that natural ingredients are superior to lab-created synthetic ingredients, this isn’t always the case. In fact, after years of detailed research and development, many skincare brands have been able to create safe synthetic chemicals as a method of maintaining the purity of their products and increasing their shelf life. Which in turn, means less packaging waste and a smaller carbon footprint!

Brands to Watch

As the demand for clean beauty soars and an abundance of new products pop up in stores across the globe, it can be tricky to pin down which brands are truly clean.

MacGregor Black spoke with Health & Beauty sector specialist, Kriisti Atherton, to review her top clean beauty brands and why they made the cut.

The Ordinary

A common question many people have about clean beauty brands is, are the products worth the money? It seems that the cleaner the label, the steeper the cost and many consumers say they shy away from clean beauty products simply because of their extortionate price. This is where The Ordinary comes in.

It’s no surprise that bloggers, influencers and consumers are going mad for The Ordinary’s products. This brand aims to make skincare accessible. Most of the brand’s products cost less than £20, with some of their serums, creams and solutions costing as little as £5. Each of The Ordinary’s skincare formulations are simple, easy to understand and are free of additives, fillers, fragrances and dyes. Their packaging is minimal and straight-forward and their product labels explain exactly what’s inside them.

Kriisti Atherton comments:

“The Ordinary products are ideal for those who want to get straight to the point when it comes to their skincare. My favourite product from this range is their chia-seed oil, which personally I feel is massively underrated! It helps me with pretty much all of my skincare concerns (and even keeps my hair smooth and shiny!), from breakouts, to fine lines, to split ends. For me it’s magic.

I also really like their products in particular because they’re packed with evidence-based ingredients like retinol, salicylic acid and hyaluronic acid, without the market leading prices people might usually be expected to pay.”

UpCircle Beauty

Founded in 2016 by siblings Anna and William Brightman, UpCircle is a brand that aims to make the most of the hundreds of prime cosmetic ingredients that end up in landfill each year. This affordable organic beauty brand has built themselves a credible reputation for fighting waste by for sourcing and re-using natural ingredients discarded by the food & drinks industries. In their products, you’ll find ingredients like coffee grounds, olive stones, kiwi juice, maple bark and apricot stones.

Health & beauty specialist, Kriisti Atherton commented in a statement:

“UpCircle beauty products hold a special place on my shelf. I’m actually using their body scrub made with tangerine and repurposed coffee grounds and the results have been amazing. The circular economy sits at the foundation of their brand, as they aim to reduce as much waste as possible through upcycling (hence the name UpCircle) and taking advantage of the many perfectly usable ingredients that end up in landfill each year. And to top it off, their products are palm oil free, vegan, cruelty-free, natural and sustainable. Plus, their packaging is 100% recyclable.”

Biossance

In 2003, Biossance patented a life-changing technology that allowed them to create an accessible cure for malaria. Today, the sustainable brand has turned to beauty, developing over 120 million skin-loving treatments, thanks to this technology. The ingredient most commonly found in their products is squalene, an oil Biossance produce entirely from sugarcane (rather than it’s typical source. Yep, you guessed it… shark livers!).

The brand prides themselves on their continued efforts in shark conservation, saving over 2 million of these ocean dwellers lives with their renewable squalene creations. Not only that, but their packaging is fully recyclable and in partnership with CarbonFund.org., they also plant trees and fund large restoration projects offshore each year.

Kriisti Atherton gives her insight:

“What I love about Biossance is their undying commitment to the environment! The company ships carbon neutral, is cruelty-free and has a green lab certification, meaning the brand meets the non-profit’s laboratory standards for energy consumption and usage. The company has also taken it upon themselves to personally ban over 2,000 harmful ingredients (like parabens and phthalates) from their products, further proving their passion for preserving the planet, as well as the safety of their customers.”

Monday Haircare

MONDAY is a dermatologically tested haircare brand that currently has people across the internet raving about its results. Their shampoo and conditioner formulations are free from SLS, parabens and are certified under the Leaping Bunny programme by animal protection and advocacy agency, Cruelty Free. Whilst also being recognised by PETA as a brand that has a zero-tolerance policy when it comes to testing on animals.

MacGregor Black’s beauty expert, Kriisti Atherton notes:

“I wanted to include a haircare brand in this round-up because the clean beauty movement isn’t just focusing on skincare or cosmetics, it extends to pretty much any personal care product out there.

With a focus on using natural ingredients, MONDAY is all about making luxury products more affordable for the average person. They don’t believe you should pay more for quality ingredients or fancy packaging, which still looks amazing and is 100% recyclable.”

In short, the Clean Beauty Movement encourages us to challenge the norm and push for what we feel is right. While cutting through the hype and investing your time into finding out which brands are truly ‘clean’ can be difficult, it’s worth remembering that the Clean Beauty Movement began out of a genuine need for transparency and higher-quality ingredients in the products we consume. Thanks to this demand, the industry is evolving, and more brands are tackling problems like the misuse of harmful ingredients, unethical practices, and misleading marketing.

By reframing the focus on the ingredients in our skincare and pushing for cleaner, natural, better-quality products, the Clean Beauty Movement holds the power to re-shape a multi-billion-dollar industry.

If you’d like to speak to our Global Health & Beauty Practice, get in touch today via hello@macgregorblack.com or +44 (0)191 691 1949