La Maison du Whisky sits on a pretty important junction in the world of spirits as a key distributor and bottler, and also geographically, with a home base in Paris and an Asia-Pacific outpost in Singapore. 

We got to speak with La Maison du Whisky (LMDW) Managing Director Arthur Morbois early into the new year, who gave us some insights into what he's seeing and what moves LMDW will be making. 

Arthur Morbois.

88 Bamboo: Given LMDW's position in the world of spirits as a pretty major distributor and bottler, what are some of the ongoing whisky trends you're most conscious of going into 2024?

Arthur Morbois (AM): In my view, a trend from 2023 that will persist into 2024 is the prominence of the Asian portfolio, particularly in the realm of Asian whiskies. Specifically, the focus extends to Japanese whiskies, with an anticipated surge in new brands, additional limited editions, and a greater prevalence of single cask offerings. This trajectory toward more Asian whiskies, particularly from Southeast Asia, is a phenomenon I anticipate will persist not only next year but in the years to come. 

As for the second trend, La Maison du Whisky anticipates the persistence of premiumising single casks and diversifying cask finishing. When I refer to "finishing", I'm alluding to the practice of concluding the aging process in a variety of casks, including those of a more exotic nature such as cognac, armagnac, rare wine cépages and so forth.  

It's worth noting that this approach may potentially challenge traditional titles. There's a growing trend among distilleries to age their spirits in casks not sanctioned by the AOC or geographical denominations. Despite the risk of losing such designations, these distilleries are undeterred, firmly believing the results are fantastic.

Consequently, we might see such distilleries embrace a broader classification as ‘whisky’ rather than adhering strictly to specific categories, such as Scotch whisky. This nuanced approach to cask finishing represents a second example of a trend set to endure into the coming year. In an industry like whisky where tradition and historic ‘best practices’ are so established and not easily deviated from, this kind of innovation and creativity showcased will be like a breath of fresh air the market will embrace.

Whisky Live Singapore, the biggest spirits festival in Singapore organised annually by La Maison du Whisky.

88 Bamboo: What about some of the newer trends that you're seeing starting to emerge?

AM: I anticipate big spirits groups and conglomerates staying alert for business opportunities in the coming years. In a shrinking market, these entities may adjust prices to sustain competitiveness. However, on the front of rare and premium releases, prices are likely to escalate, solidifying whisky’s standing as a genuine luxury segment.

As we look ahead to 2024, greater price competition and booming production costs might see smaller or independent entities feel the financial strain. I’m therefore anticipating market consolidation, indicating that smaller brands might opt to offer shares or assets for sale. In some cases, they may be acquired entirely by larger groups. We observed this pattern in the past. These transitional periods involve major players acquiring smaller entities – a trend I expect to continue into the coming year.

88 Bamboo: What's 2024 going to look like for La Maison du Whisky? Could you share with us alittle more about that?

AM: La Maison du Whisky is gearing up to celebrate its 18th anniversary in Singapore, promising an exciting lineup for both the public and professionals. You can anticipate an array of meticulously selected single casks arriving for this big occasion. Building on the success of the first edition, the second instalment of Whisky Live at the Singapore Flyer is set to be double in quality, larger in scale, and poised to draw an even more varied international audience.

Addressing the evolving preferences of today's consumers, we are committed to ensuring that Asian whiskies, rums, and gins take centre-stage. There is a growing demand for locally crafted, traditional beverages, and La Maison du Whisky – a longstanding pioneer in this regard – will continue to champion the trend. 

Our focus will be on amplifying the representation of local brands, while still keeping an eye on historic brands from Scotland, Ireland, Europe, and the United States. Moreover, the flourishing categories of rum and agave spirits stand out as the fastest growing, and we will persist in our efforts to bolster these segments, recognising their sustained growth and significance in the market after a very encouraging year.

Kanpai!

88 Bamboo Editorial Team