These “ghost distilleries,” offer a unique blend of history and innovation. Their stories and the excitement around future releases have captivated enthusiasts and investors alike. In this blog post, we spoke with Julie Bramham, Managing Director of Diageo Luxury. We asked her about the significance of these revivals and explored the broader impact they’re having on the whisky industry. Read her thoughts below.
New Distilleries And The Industry
New distilleries are extremely important to the industry. They play a crucial role in driving whisky forward through innovation and fresh ideas. The interest in new distilleries often leads to a greater appreciation for long-established brands, creating a dynamic interplay between the new and those longer established as well as driving tourism across Scotland.
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In the instance of Brora Distillery, which reopened in 2021 and Port Ellen, which reopened in March this year, both are examples of ‘new’ distilleries that have been revived from the past, or as we call them, ‘ghost’ distilleries. This year marks a special moment for the Highland distillery Brora, as the very first casks filled from the reawakened distillery come of age—no longer to be classed ‘new make spirit’, but now they will finally become scotch whisky; they will become Brora.
These distilleries, which are both old and new simultaneously, have garnered significant interest not just from whisky enthusiasts but also from those interested in design and architecture, for example, thanks to their rich histories and compelling stories. This blend of heritage and innovation helps keep the industry vibrant and continually evolving.
Embracing Competition
We are fortunate to have incredible brands and distilleries within our portfolio that boast centuries of tradition and have become household names, such as Talisker and The Singleton. Our strategy focuses on leveraging the rich heritage from each of the distilleries and the global following these brands have which has been built through their exceptional quality and consistency.
The restoration and reinvention of iconic distilleries like Brora and Port Ellen highlight our commitment to Scotch whisky. These projects not only preserve the legacy of these historic brands but also showcase our dedication to innovation and excellence.
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The Patience To Plan
When working on new releases we start with the whisky, and with innovation. We have an incredible team of whisky experts who are daily monitoring the casks we have maturing in Scotland. Their close contact with these casks means the teams are able to make collective decisions on what should be bottled, when and where we may be able to bring a particularly fine Single Malt to the world. There are constant new experiments happening to drive the boundaries and create exciting new finishes to be treasured, inclusive of bringing in partners and collaborators to expand the breadth of inspiration to create unique liquids.
The most important thing for us whilst waiting for our whisky to reach the point of its first release was maintaining a steadfast commitment to quality and tradition. In the cases of Brora and Port Ellen, we have the incredible quality of historic stocks as our guiding light.
For Brora, this has meant meticulously recreating the whisky-making process step by step, drawing on the expertise passed down through generations of distillers. This dedication has paid off, as Brora celebrates its third anniversary since the restoration, a testament to our efforts to create a new place that exists outside of time, honouring its storied past.
For Port Ellen, our focus was on both recreating the classic expressions and innovating with our experimental stills. Our ten-part spirit safe allows us to chart the Atlas of Smoke, blending tradition with modern techniques to push the boundaries of what Port Ellen can be. This includes a standout addition of a Ten Part Spirit Safe, which allows multiple cuts to be drawn from the heart of the run, accessing previously unexplored flavours and characters, propelling the whisky-making art to new heights of intricacy and complexity. Further distillery innovations include a Six-part Roller Mill, to give added precision, and an onsite laboratory that will support this exploration into the mysterious flavour of smoke. This all provides the ability and willingness to experiment with everything from yeast strains and barley varieties through to peating levels, fermentation times and beyond allowing us to push the boundaries in Scotch malt whisky production.
Throughout this journey, our primary goal has always been to ensure that our releases live up to the legendary reputations of these historic distilleries, providing whisky enthusiasts with products of unparalleled quality and depth.
The Knock On Effects Of Whisky Tourism
This boost in whisky tourism sees great opportunities spread across all areas of Scotland, which benefits communities across the country and sees visitors discover more of its amazing culture, heritage and environment.
Can There Be Too Many New Distilleries?
Ultimately we enjoy seeing whisky flourishing, and confidence in opening new and innovative distilleries is a positive thing. The market will ultimately determine the right balance based on consumer interest and demand. However, the influx of new distilleries does contribute positively to the industry by fostering progress and providing consumers with a wider variety of choices.
