The World of Whisky – with Michael Muza

Whisky, a blend of exotic and traditional flavours, transcends borders and time. With a burgeoning market, the Australian whisky industry hit nearly $1.5 billion last year. Australians now consume almost a litre of this amber spirit annually, showcasing the drink's universal appeal and growing popularity.

Australia’s whisky market boasts diverse profiles catering to various whisky enthusiasts, from young explorers to discerning connoisseurs. While whisky has been traditionally associated with male drinkers, an increasing number of women appreciate the complex flavours of this barrel-aged spirit.

When it comes to hospitality, whisky is a three-tiered category. The biggest number of consumers will walk into a venue and want a Scotch and something: Coke, dry or ‘on the rocks’. The brand is not as important to those customers, and they are generally happy with the first pour offer. For many venues, this is going to be a blended whisky made in Scotland like Chivas or Famous Grouse. Blended whiskies are made by mixing whiskies from different distilleries.

Then there are the mid-tier whiskies lined up on the back bar. These bottles bear names of Scottish islands alongside some well-made new-wave Aussie whiskies. These are perfect for those customers who are educated in the world of Scotch and are prepared to pay a little more for something better like a single malt Glenfiddich or smooth Irish blended whiskey like Jameson. This group loves to explore the different whiskies from around the world but could be married to one single brand or style. Whatever the case, they know their Scotch and the traditions behind it.

Then, at the top of the tier, are the premium whiskies. These include single malts with a lot of age, special release Japanese whiskies and carefully blended Australian bottles. These premium whiskies attract a premium price with room, however, for a good margin for the business.

Scotch drinkers love being part of this unique club of drinkers and will move through these tiers. So a good bar or restaurant needs to be across these three sectors, stocking a selection to appeal to the increasing number of discerning whisky lovers. Offering a varied whisky selection is essential.

Scotch has to come from Scotland, home to over 130 distilleries, producing 700 million litres annually. Scotland is home to regions like The Highlands, Islay, Lowland, Speyside and Campbelltown yielding whiskies with unique characteristics. For example, Laphroaig from Islay and Talisker from Skye, are malted over burning peat, which impart a smoky note. Then there’s The Dalmore, a highland single malt, aged in sherry barrels, offering lovely round sweetness.

Japan is renowned for its pure-flavoured whiskies, with distillers like Kurayoshi, Matsui and Suntory leading the way. From Ireland comes whiskeys that feature a smooth, velvety texture and notes of honey, vanilla and caramel. Famous names include popular brands like Jameson, Bushmills and Tullamore. From down-under comes award-winning whiskies like Starwood, which follows the Scottish highland style, and is incredibly popular.

Whisky can be perceived as expensive, so transparent pricing on menus or bottleneck tags aids customer decision-making. Quality ice, preferably large cubes for slow melting, enhances the whisky experience. Dedicated glassware, like a chunky-bottomed rocks glass, adds to the overall sensory enjoyment, especially when crafting cocktails like a whisky sour or old-fashioned. Investing in the best whisky within budget ensures a memorable drinking experience.