In recent days, Compass Box (a brand of unique blended Scotch Whiskies) has launched its Scotch Whisky Transparency Campaign (SWTC).
It’s a complicated issue, to be sure, but at the heart of it is that EU regulations prohibit Whisky makers from revealing the components of their blends, most notably the ages of the spirits used in the blend.
The current laws are quite simple regarding Whiskies with an age statement: if an age statement is present on the packaging, the age must reflect the age of the youngest spirit in the blend. (Whiskies with an age statement, such as 12 Years Old, must include Whiskies no younger than 12 years, but it is common practice to include older Whiskies as well to add complexity.) The SWTC does NOT seek to change this.
Regarding Whiskies with no age statement, it is required that no information regarding the age of the Whiskies used in the blend be provided. The SWTC very much wishes to change this regulation, allowing Whisky makers to reveal the various components with their respective ages. Further, and equally important, the SWTC is asking that this be an option, not a requirement.
How the Whole Scotch Whisky Transparency Issue Began
Last year, Compass Box was in the midst of launching two products: “This Is Not A Luxury Whisky” and an anniversary bottling of “Flaming Heart.” An unnamed member of the Scotch Whisky Association (SWA) complained; the SWA advised Compass Box that it risked breaking the law. A letter was sent to Compass Box, and the brand chose to avoid violating the law.
The incident did shine a light on the current EU regulations and has created quite a disturbance, as many rightly ask, “Why can’t a Whisky maker be completely transparent?”
The SWA is the appropriate lobbying organization to push for change on behalf of its members and the industry as a whole. The SWA will soon be meeting with Compass Box to discuss the proposed changes. As Compass Box is not a member of the SWA, their arguments may lack the necessary thunder. In my opinion, change will require the muscle of one or more of the big companies: Diageo, Pernod, or William Grant to side with the transparency campaign. However, there is a behemoth in Compass Box’s corner in the form of Bacardi, which took a minority share in the company last year.
The campaign is just over a week old and Bruichladdich has publicly jumped on board. Not a surprise since Bruichladdich too produces innovative Whiskies. It will be interesting to see where this goes and if transparency in Whisky promotion will become a reality.
The BevX Take on Scotch Whisky Transparency
BevX strongly supports any initiative that increases transparency. The consumer is very curious, as the industry has undergone significant changes over the past two decades. The old rules just don’t meet the needs of the modern industry. As the industry is clearly shifting toward a greater number of No Age Statement (NAS) Whiskies, the introduction of greater transparency is ideal for both brands and consumers. There is no denying that many spirits industry veterans and Whisky aficionados have viewed NAS Whiskies with great skepticism. The cynical voice has made the direct charge that NAS Whiskies are simply a way for the big companies to sell young Whiskies at high prices. If true transparency were an option, these NAS Whiskies could reveal their components and prove their assertions that these types of Whiskies are all about giving the blender greater freedom to create amazing Whiskies.
For more information on the SWTC, please click here. If you are so inclined, you can sign the Scotch Whisky Transparency Campaign’s petition as I have.
Do you want to better understand Scotch Whisky? May we suggest Be A Beverage Expert (BABE), a guide to understanding wine, beer, spirits, and cocktails.