“Scotland and Scottishness are seen by the tourist as being made authentic through the mediation of the global brand and its relationship to heather, highland kilts, clan tartans, bagpipes, haggis and mountains. There is no other Scotland, no place that offers more authenticity, which we can experience.
“All the tourist sees is the mediation of myth and the mythology of the authentic; unless the tourist is able to view the Experience through the lens of some supposedly ironic, postmodern gaze, in which case the sham of the experience is embraced and loved for its kitsch value. This postmodern gaze, of course, is itself a product of postmodernity and postmodern culture: when all things are fake, the fakes become real.”
In this Disneyfication of single malt Scotch whisky, the origins of the spirit, its heritage, its true story and its connection with place and people are increasingly lost – the marketing spin creates a disconnect with the whisky’s roots – cultural, social and geographic.
This is the difference between an industrial product and an artisan, organic whisky. We look to reinstate this vital link with place. To show the intimate connection between place and time, man, history and land. To express individuality, to explore the complex nuances and possibilities afforded by hands-on, patient, slow, artisan distilling, coopering and maturation.