While the trade will doubtless be hoping for more of the excellent weather experienced in May, there’s no avoiding the fact that shorter days aren’t too far away – and with them, perhaps some changes in drinking behaviour.
That’s not to say dark spirits are out of fashion in the next couple of months, of course, and brand owners were keen to point out that demand can remain high even when the sun is splitting the skies.
Ian Macleod Distillers, in particular, was bouyant about whisky’s prospects in the coming months, saying that, for whisky lovers, there is ‘no seasonality’.
“There is a sizeable share of consumers who love whiskies all year round,” said Glengoyne’s Katie Burns.
“They may alter which ones they choose and the serves, but for those who love whisky there is no seasonality.
“They may alter which ones they choose, but for whisky lovers there is no seasonality.”
“We often launch new expressions in the summer months.”
That’s obviously the case in tourist-heavy locations, where visitors are keen to have a taste of the national spirit.
“With the Edinburgh Festival in August we expect many overseas tourists, especially from the USA,” said Iain Weir of Glengoyne stablemate Tamdhu.
“They wish to enjoy the traditional single malt whisky experience and for them there’s nothing to beat a classic neat serve with either ice or a drop of water, if they so wish.”
But traditional serves aren’t the only way to enjoy a dark spirit during the brighter months.
In fact, Karen Walker of another Ian Macleod whisky brand – Smokehead – said the brand team is promoting several summer-themed serves for the peated malt.
“For summer months, we favour slightly longer drinks such as the optimistically named ‘Islay Heatwave’ or our Paloma, which is made with our extraordinary Smokehead Tequila Cask expression,” said Walker.
In fact, time of day is just as likely to dictate serve style than time of year, according to Weir at Tamdhu.
“Consumers are steered towards darker spirits – and differing serves for those spirits – by time of day as much as time of year,” he said.
“Consumers are steered towards darker spirits by time of day as much as time of year”
“With Tamdhu, the slightly lighter sherried, younger expressions – Tamdhu 12YO and Distinction – can be enjoyed as a long drink, mixed as a highball with ice and soda or with ginger ale.
“The more heavily sherried, older ultra-premium expressions are usually chosen for a smooth and mellow end to a memorable evening – the perfect after-dinner dram regardless of seasonality.”
Looking further ahead, Ryan McFarland of Drinksology Kirker Greer, reckoned Scotch whisky will ‘unsurprisingly take centre stage again this autumn and winter’.
“Both single malts and premium blends see a noticeable uplift during this period, not just due to tradition and gifting, but because of a growing appreciation for provenance and craftsmanship among consumers,” he said, adding that Scotch drinkers are becoming more adventurous, moving between different styles and regions ‘more freely than before’.
And while Scotch is likely to continue to dominate whisky sales in venues, McFarland predicted the lighter styles of Irish whiskey will also prove popular with customers as the year progresses.
“Irish whiskey continues to grow at pace and is becoming a more prominent feature on back-bars across Scotland,” he said.
“Its lighter, approachable flavour profile appeals to a broad range of drinkers and makes it an excellent entry point for those new to the category.”
It’s not all about grain spirits, of course, and McFarland said premium dark rums might be seen as ‘the other dark horse in the race’ towards the end of the year.
“Ultimately, customers look for drinks that are a little bit indulgent, and perhaps even a touch unexpected”
“Scottish drinkers are developing a taste for more complex, aged rums, which often share the same oak, spice and molasses notes that whisky drinkers enjoy,” he said.
Regardless of the dark spirit used, McFarland stressed the importance of providing customers with interesting serves that give them something a little bit different.
He explained: “Ultimately, customers are looking for drinks that tell a story; something that feels seasonal, a little bit indulgent, and perhaps even a touch unexpected.
“Whether it’s a rich Hot Buttered Rum, a spiced Irish Espresso Martini, or a dark spirit Highball with an autumnal syrup, the most successful serves will be those that balance familiarity with a twist of the new.”
