In case you haven’t quite yet noticed, whisky is very much having a moment. Take it from Fraser Campbell, the Global Ambassador for Dewar’s and a long-time devotee to the dram. “The old-fashioned image of whisky being a stuffy, stubborn old man’s drink are gladly fading away,” he tells me. Having been a firm fixture in the global bar scene for almost two decades, the man happens to know a thing or two about drinks, in particular whisky - he did, after all grow up in Speyside, Scotland, where, he insists, “it’s nigh impossible to not have an encounter with the amber nectar”.
Over the course of his career, Fraser has noticed the whisky revolution slowly taking hold, to the current point in time where there has never been more demand for the spirit. “Whisky is currently experiencing a zeitgeist more intense than any period in its history,” he says. “Scotch is no longer competing just with Scotch for space on the back bar, there are now more than 35 countries producing whisky. People are driven by desire for flavour and authenticity, and at Dewar’s we are packing double barrels of both”.
It’s no doubt an exciting time for whisky drinkers, due in large part to the wave of creativity that’s washing over the industry. Any sense of pretension surrounding the drink is disappearing: whisky is more accessible than ever and begs to be enjoyed in a myriad of ways. “What really excites me is people not being afraid to try whisky however they want to, without feeling like they are breaking some ancient code of how to drink it,” says Fraser. “It’s great to see more innovation and experimentation, with whisky makers not being afraid to try new methods to create new dimensions in the spectrum of whisky flavor. It’s about finding the balance between remaining true to tradition, as well as looking ahead and pushing the boundaries.”