Field Notes from the Whisky World

One of the perks of being out and about in the whisky world and chatting nonsense (and occasionally sense) on Not Another Whisky Podcast is that I get to see and hear what’s actually happening on the ground — not just what’s being announced in press releases or shouted about on LinkedIn.

So this isn’t a “state of the whisky nation” piece. It’s more of a field report. Stuff I’ve noticed recently out with guests, chatting to folk in the industry, and recording the podcast.

New Distilleries: Less Noise, More Intent

There’s still plenty opening — but the tone has changed.

A few years ago it felt like every new distillery announcement came with a buzzword salad and a CGI visitor centre that didn’t exist yet. What I’m seeing now is quieter, more considered.

The Cabrach is one of the distilleries that keeps coming up in conversations, and rightly so as it is community run and harps back to the traditional style of distilling. Everyone I’ve spoken to who’s been involved or nearby talks about it with pride. It’s not trying to be the “next big thing.” It’s rooted in place, history, and community — which, frankly, is very Speyside.

When guests ask me “what’s actually new around here that feels real?” this is one of the answers.

Speyside Right Now: Guests Are Asking Better Questions

One thing I’ve really noticed on tours lately is the quality of questions guests are asking.

Less:

“What’s the most expensive bottle you own?”

More:

“Why does this whisky have more mouthfeel than the one we tried yesterday?”

I think people are more curious about:

• Why distilleries were built where they were

• How landscapes actually affect flavour (not in a mystical way — in a practical one)

• Why some distilleries disappear while others survive

That lines up nicely with what we’ve been talking about on the podcast recently — especially when chatting with folk who’ve lived through multiple cycles of boom, bust, and reinvention in the industry.

Food & Whisky: Still Worth Seeking Out

We were invited to the Craigellachie Hotel to sample the tasting menu in the new GEAMAIR restaurant (pronounced Ge-med), and it was genuinely stunning. The hotel already understands whisky — it’s baked into the walls (quite literally in the Quaich Bar) — so the idea of a food offering that doesn’t treat whisky as an afterthought feels spot on.

And it would be remiss not to mention The Dowans Hotel, recently named one of the best hotels in the world by the Michelin Guide. A real testament to the Murray family who run it — and something we see reflected time and again in the experience our guests have there.

The Dowans Hotel

When we're building itineraries now, food isn’t just a refuelling stop. Guests remember meals just as much as distilleries — sometimes more — especially when the whisky actually makes sense alongside what’s on the plate.

Things We Keep Talking About (For Good Reason)

Mitch & Jo at the Raasay Distillery

A few themes keep cropping up recently, no matter who we’re talking to:

The Industry Is Calming Down

The frantic expansion chat has softened. People are more realistic, more reflective, and — dare I say it — more honest about what works and what doesn’t.

Education Beats Theatre

Guests don’t want a scripted performance. They want context. Stories. Opinions. Even disagreement. That’s as true on a distillery tour as it is on a podcast mic.

Whisky Doesn’t Need Saving — It Needs Explaining

This one comes up a lot. Whisky isn’t broken. But it does suffer when it’s overcomplicated or oversold. The best experiences I’ve had recently — both hosting and attending — were the simplest: good dram, good story, no pressure.

A Quick Word on the Bigger Picture

Tariffs easing in places like China and India. That matters, but it’s background noise to most people actually drinking whisky.

Rising duty at home (UK) is felt immediately — it came into effect again on February 1st, 2026 — and it hits independent bars and small producers hardest. It’s one of the reasons I’m more keen than ever to support places that are still doing things properly, rather than chasing volume.

Why This Matters to Us (and to CopperCairn)

What we're seeing right now — on tours and through the podcast — is a shift towards meaningful whisky experiences. Less box-ticking. More curiosity. More honesty.

That’s exactly the space CopperCairn sits in.

Whisky doesn’t need to be flashy to be memorable. It needs context, personality, and a bit of room to breathe. If you join us it will probably be outdoors, occasionally in inappropriate weather, and often with someone asking “wait… why does that taste like that?”

It’s that mix of place, people, and perspective that keeps whisky interesting — and keeps us out there doing what we do.

Mitch