PATRICK LECLEZIO sits down with the guys fanning South Africa’s passion for Scotch whisky.
First published in Prestige Magazine (October 2017 edition).
If you were ever searching for evidence that South Africans have good taste, you’d find a rich vein in our affection for Scotch whisky. It’s a preference that says something about us: we’re discerning without being fussy, and cultivated but not pretentious. We’ll connect over a glass of the good stuff, in silent nod to this shared understanding, whether we’re crusty old dogs, boardroom bigshots, or slinky smodels. Like brothers-in-law married to a set of outstanding sisters, we’re bound together by our good judgement and common devotion. In fact the extent and duration of our ardour has been impressive indeed: South Africa has for decades now been amongst the top ten export markets for Scotch whisky. We might have had suspicions though, until not long ago, that this affection was unrequited. No longer. Thanks largely to the ministrations of companies like Intra and Distell it can now be confirmed jubilantly that we love Scotch and that Scotch also loves us – the relationship is unreservedly mutual, and richly reciprocated. This commitment to one another is emphatically evident in Distell’s landmark investment in the industry – which wedded three distilleries (Bunnahabhain, Deanston and Tobermory) to South Africa. I recently chatted to Andy Watts, their Head of Whisky Intrinsic (and an all-round whisky legend!), and Dino D’Araujo, the Spirits Category Marketing Manager, about the company’s role in these matrimonial developments.
PM: When did Distell first get involved with Scotch whisky beyond representation and distribution?
DD: Distell was initially involved with building the Scotch industry in South Africa as a distributor of a number of iconic brands. When these agreements ended in the 1990’s, Distell and Burn Stewart Distillers (BSD) formed a joint venture for Africa and distribution of the brands started in South Africa. This was then extended with the purchase of BSD in April 2013.
PM: What was the rationale for the acquisition?
DD: Scotch whisky remains an exciting category globally and in South Africa so it made sense for Distell to move from joint venture to acquisition, building upon an already sound working relationship with BSD. The acquisition further strengthened our international portfolio and added scale and synergies.
PM: We’ve heard that Distell recently bought a stake in the Best brand. Does this indicate an intention to focus (a) regionally within Africa on (b) value-for-money Scotch whisky?
DD: Distell has a long-standing focus on growing in Africa. The acquisition of a 26% stake in Best Whisky opens the door for synergies as we progress towards taking a controlling stake. We also believe the combined portfolios will help to fast-track the portfolios of both Best and Distell in Africa across multiple value tiers.
PM: What are the next steps for Distell regarding Scotch whisky, both globally and particularly with regards to the South African market?
DD: Whisky we believe will retain its inherent appeal with consumers around the world and South Africa is no exception, where the category is in excess of 4 million cases. We find that both our Scotch as well as our South African whisky portfolios are well poised for growth domestically as consumers become more discerning in their choices. We will be focusing our efforts between both portfolios.
PM: Andy, what is the scope of your involvement in BSD / Distell’s Scotch whisky operations?
AW: I was appointed into the newly formed Distell Centre of Excellence Intrinsics just over a year ago. My roles cover the overall quality of the whisky which goes into the bottle as well as looking at the production methods we are using across our different distilleries – identifying opportunities for synergy as well as standardisation of good practice. The timeframe is still relatively young but already projects are being implemented in Scotland at Tobermory, Bunnahabhain and possibly Deanston within the near future. These projects are being driven by the highly capable team which we have in Scotland so my involvement is not on a day to day basis.
PM: I’m guessing that Distell has a different approach to and a different vision for whisky making compared to BSD’s previous management. Can you give us any insight into these differences – and specifically give us examples of how they have already and how they may impact the whiskies and the product range going forward?
AW: Distell’s approach to all of its operations is to produce world-class products in the most efficient and effective manner. The team in Scotland is a new team with the operations under the capable leadership of Alan Wright. Again my involvement is not on a daily basis but the immediate task is to produce consistent base malts which will allow us to grow the current malt range as well as apply innovation to continue to be at the forefront of whisky evolution.
The only real change between the old and new Burn Stewart / Distell International operations is a focus on cased own goods business rather than the bulk supply of whisky to third parties.
Remember we have whiskies that have already been produced and that were in maturation long before the acquisition took place, therefore the focus is on the future and how we do things going forward to achieve those goals.
PM: Related question: what changes / improvements has Distell made to the whisky making process at BSD, if any?
The changes are more in terms of an upgrade and improvement to some equipment and not one of changing time-honoured process. The legislation governing how whisky is produced in Scotland is very transparent, and we strictly comply to the laws. I am fortunate enough to taste all of the expressions before they go into the bottle and I am very excited at the work being done both on the blending front with Dr Kirstie McCallum, and on the production side under the guidance of Stephen Woodcock, the Distilleries Manager.
PM: You’ve been an SA whisky man for a long time. Some people and some companies can wear multiple hats, some can’t. Do you think the acquisition has enhanced / will enhance both categories within Distell, or do you think one will be favoured at the expense of the other? What are the roles that each is expected to play?
AW: We make South African whisky, considered a ‘New World’ whisky region, as well as Scotch whisky, one of the most pedigreed areas for whisky production in the world. For me, it is easy to wear the two hats as I don’t feel that the two categories compete with each other. I am still very involved with our SA marketing as the “face” of our South African whisky portfolio but I do not see that role spreading to our Scottish family. We with very capable distillers, blenders, ambassadors and marketers who will continue to grow the awareness of our Scottish portfolio as more and more of our whisky come on line in future years. We will continue to be innovative on both fronts whilst ensuring the core ranges grow accordingly.
PM: Lastly, what’s your favourite whisky within the BSD portfolio and why?
AW: Having not really being exposed to BSD whiskies before the acquisition it was fun when all of a sudden I could try just about anything! However I have come to enjoy Deanston 12-year-old, matured predominantly in ex-Bourbon barrels, un-chill filtered and bottled at 46.3%. I think Deanston is one of our hidden gems – one, which going forward, will appear more frequently on whisky lovers’ “to try” lists.
Nose: I enjoy the soft vanilla which gives way to some citrus notes as well as the oak of the cask.
Taste: Again nice vanilla but with a creamy honey feel whilst holding in your mouth. Upon swallowing then spices begin to come through which makes it a very interesting whisky to me.
Overall: Possibly a little sweeter than the general Highland malts but one which really had me hooked from the first taste and one which I believe will make an exceptional entry level malt to anyone wanting to start their journey into the wonderful world of whisky.
Distell locally offers a range of Bunnahabhain whiskies, atypical, unpeated Islay malts, as well as the Black Bottle and Scottish Leader blends, the former a well balanced mix of peat and sherry influences, and the latter’s 12YO a light, accessible blend well suited to our climate (I’d recommend it in Mizuwari style). We wait with bated breath for the arrival of Deanston, Ledaig and Tobermory to our shores. May the dram be with you.