While blends may have historically played second fiddle to some of the world’s most celebrated single malts, today the category dominates global sales, accounting for close to nine out of ten bottles of Scotch sold worldwide, according to the Scotch Whisky Association.

With every blended Scotch whisky, there’s a brilliant story to be told. There is a growing thirst among consumers to hear these stories and learn about how the products they know and love are created. In other words, blended whiskies are rightfully gaining the recognition they deserve.

In tandem, the demographic of the typical Scotch drinker has evolved over time, as has their palate, meaning now is an opportune moment for the industry to showcase the innovation taking place across the board and invite Scotch fans to embrace the fantastic versatility that blended whisky offers.

Price and detail

The depth of knowledge and understanding of blended Scotch whisky among consumers has increased significantly, particularly over the past five to ten years.

Consumers are increasingly eager to learn about how their favourite blends are crafted, from the fingerprint malts that contribute to each whisky’s unique character to the cask types involved in the maturation process. Simply put, they can’t get enough of the detail.

Blended whisky also plays an important role as a platform that enables single malt to be delivered at a reasonable price. As preferences change and a new generation of consumers looks for ever more interesting whiskies, we shouldn’t underestimate the role of blended whiskies in opening up the industry and welcoming new audiences.

Evolving perceptions

It’s fair to say that blended whisky has traditionally been misunderstood and even looked down upon in comparison to single malt.

While single malts are brilliant building blocks, blended whiskies can offer greater complexity and more scope for experimentation. I’ve compared blending whisky to cooking before; the end goal is to create something that’s greater than the sum of its parts by taking different unique flavours that complement and enhance one another.

It’s encouraging to see how the perception of blends has evolved over time, and I think the broad range of new products on offer has had a large part to play in this. An example of innovation in action in blended Scotch is the latest addition to Royal Salute’s Polo Collection. Finished in a blend of classic first-fill bourbon and first-fill rye casks, the Royal Salute 21-Year-Old Miami Polo Edition is a first in Royal Salute’s blending history.

For consumers, these new products might be the gateway to a brand and the beginning of a journey in exploring everything it has to offer.

Looking to the future

So, how can the industry write the next chapter in the story of blended whisky?

Developing whiskies for different serves will be an important lever for changing existing perceptions of how whisky “should” be enjoyed. It’s crucial that the industry continues to evolve and innovate to meet the rising demand for new products and flavours, empowering consumers to experiment and discover how they best enjoy their whisky.

As an industry we must continue to articulate the story behind blends in an engaging way to consumers around the world to attract new whisky drinkers and futureproof the industry’s ability to thrive for decades to come.