As director of distilling and whisky creation at Glenmorangie Company, Bill Lumsden’s nose has taken him to interesting places. So, it’s always a pleasure to catch up with him, to get his perspective on an industry that, while rooted in traditions and heritage, is constantly on the move. Of late, I’ve been interested in how whisky companies have adapted to bars and restaurants shutting down for large periods of time, by focussing more on retail/e-commerce and D2C (direct to consumer) initiatives. Bill says there is no question that D2C is the future, and in words reminiscent of the CIA, he indicates that “he can neither confirm nor deny that they are in fact working on products specifically for the e-commerce environment”.
Experiments with Tokaji
A few months ago, I’d tasted The Tale of Cake, a Glenmorangie limited edition that had been finished in Tokaji casks (wines from Hungary known for their exceptional sweetness), with only 1,000 bottles allocated to India that quickly sold out. Bill’s first experiments with Tokaji had rendered him shaken rather than stirred, as the liquid left inside, although delicious and sublime after 18 months, then lay forgotten for another two-and a half years, with the tannins in the wood overpowering the whisky within. An oversight Bill chastised himself for, especially after being known for his work with other wine casks like the Sauternes and port casks like the Quinta Ruban.
