The Spirits Industry

Question 1

What are the two types of spirit companies?

Answer 1

1. Those who start with raw materials and ferment, distill and mature the spirit that goes into their brands.
2. Those who start with distilled spirits.

Question 2

Why might distillers buy in spirit rather than producing it themselves?

Answer 2

1. It is not economically feasible to make all the spirit to meet their sales demand.
2. If they are making a flavored spirit they will start with a base spirit instead of raw materials.
3. They only buy in spirit to sell under their brand name.

Question 3

What are the two reasons that large global companies have been able to dominate the world of spirits?

Answer 3

1. Spirits can be made in large quantities and still retain high quality.
2. Spirits are very profitable, making it easy for companies to invest in marketing and promotion once they reach a certain size.

Question 4

What are craft companies?

Answer 4

Producers who are small and hands-on in production.

Question 5

What are craft distillers?

Answer 5

New distilleries emerging, especially in USA, who aim to challenge the large global companies by selling innovative products with a local provenance in their domestic markets.

Question 6

What are defining spirits categories?

Answer 6

Fundamental points that set different types of spirits apart from each other.

Question 7

According to the WHO, what are the low-risk responsible drinking guidelines?

Answer 7

One UK/WHO unit = 10–12 mL pure ethanol (≈ 1 US fl oz / 30 mL of 40% ABV spirit).

• Women: should not drink more than two units a day on average.
• Men: should not drink more than three units a day on average.
• Abstain from drinking at least once a week.
• Try not to exceed four units on any one occasion.
• Don’t drink alcohol if driving, pregnant or under certain work situations.

Question 8

What are some aspects of social responsibilities that producers should be aware of?

Answer 8

• Distillery health and safety
• Community relations
• Environmental impact
• Safe consumption

Question 9

What are some examples of detailed local laws?

Answer 9

• Straight Bourbon can only come from the U.S. containing at least 51% corn and aged for two years in oak barrels.
• Tequila can only be made from the blue agave plant.
• Single Malt Scotch Whisky must come from Scotland using malted barley.

Question 10

Why might a spirits company produce variations of a brand?

Answer 10

To maintain consumer interest, attract new audiences, and offer options for loyal customers.

Question 11

What two things should labelling be?

Answer 11

1. Clear
2. Verifiable

Question 12

What must Whiskey be made from?

Answer 12

Grains

Does not matter what types of Whiskey is in question - all whiskey is made from base ingredient of grains.

Question 13

How long must Scotch Whisky be matured in oak barrels?

Answer 13

3 years

Question 14

How long must Straight Bourbon be aged?

Answer 14

Straight = 2 years

Question 15

What does “XO” on a Cognac bottle mean?

On a Rum bottle?

Answer 15

Cognac = 10 years of aging

Rum = means nothing