DELHI INSTITUTE OF HOTEL MANAGEMENT & CATERING TECHNOLOGY

Comparative study of Scotch & Irish Whisk(e)y
Rajiv Chaudhary 3rd year

Scotch vs Irish Whisk(e)y

INTRODUCTION

Whisky (or whiskey) (“Uisce beatha", "water of life") is an alcoholic beverage distilled from grain, often including malt, which has then been aged in wooden barrels.

ORIGIN
The word alcohol is directly derived from the Arabic alkoh`l, koh`l being a dark powder from pulverized antimony and used as an eye make up. It is generally accepted that whisky of  uisgebeatha, to give its ancient Gaelic name originated in Scotland and Ireland, but in which first no one can definitely say. 

Definition

Scotch whisky Scotch is a name given to whisky distilled in Scotland. It is a blend of grain whisky distilled in a patent still from maize and malt whisky distilled in a pot still from malted barley.

Irish whiskey It is distilled from mash of malted and unmalted grain e.g. unmalted barley, wheat oats and rye together with the malt necessary to provide the enzymes. Irish whiskey is smooth with great body and malty flavour.

HISTORY

Scotch whisky
Scotland's great Renaissance king, James IV (1488-1513) was fond of 'ardent spirits'. When the king visited Dundee in 1506, the treasury accounts record a payment to the local barber for a supply of aqua vitae for the king's pleasure.

Irish whisky

The distillation of Irish Whiskey has a long history, no one knows for sure when it first began. Some sources place it as early as the 6th Century when travelling monks on their return to Ireland brought with them the knowledge of distillation.

MANUFACTURING OF WHISK(E)Y
• • • • • • • •

Malting Drying Milling Mashing Fermentation Distillation Ageing Blending

Malting:-After it has been harvested barley is soaked in water for two or three days before being spread as a layer approximately twenty to thirty cm thick on the malting area made as a wide flat concrete surface. This is where its germination will start, lasting for about eight days.

Drying or kilning:The green malt is put into kiln on top of screen directly above peat fire (carbonized vegetable charcoal). Its imparts smoky flavour to grain.

Milling

The malt is then ground in a mill containing two or three pairs of steel rollers and transformed into grist. The latest must consist of about 10% flour, 20% husks and 70% "middles" or actual grist to allow for a satisfying mashing

Mashing:The ground malt is mixed with warm water in a mash tub, vigorously churned to make liquid called wort. In this process the starch is converted into sugar i.e. maltose and dextrin.

Fermentation:The wort is now put into fermentation vats where a small quantity of cultivated pure yeast is added. The yeast acts upon sugar to produce alcohol and carbonic acid gas when fermentation is completed liquid is known as beer or wash.

Distillation:The wash goes into pot still for distillation is a distillate of low alcoholic strength which is known as low wines. The distillation with new charge is carried out second time. The useful spirit, distilled off between 140 to 142 proof is now known as whisky. It is transferred to casks.

Ageing:Before being transferred into casks, the newly made spirit will have its strength reduced to 63.5% vol. with demineralised water. They will usually be kept on site for ageing or in a centralized warehouses together with other spirits from a same company or group. The whisky is matured in white oak casks for minimum 3 yrs, some may be matured for 20 yrs or more.

Blending:The blending is done when whiskies are from 3 to 4 yrs old. A master blender indicates the right proportion of Highlands, Lowlands, campbletown and Islay malts. The blending is done in a large vat by rotating paddles and by blowing compressed air from the bottom.

Difference between Scotch & Irish Whisk(e)y

Malting:- In Scotch whisky, malted barley is dried over peat fires but in Irish whiskey malted barley is dried in closed ovens. Thus the Irish does not have smoky flavor while Scotch has. Distillation:- Scotch whisky distilled only two time in patent still method while Irish whiskey distilled three times in pot still method.

Ageing:- By Irish law Irish whiskey is matured for five years where as Scotch for at least three years in cask. Spelling:-Scotch whiskey spelled without `e’ but Irish has.

Types of Scotch whisky

Single malt:-Single malt Scotch whisky is so called because it consists strictly of malt whiskies from a single distillery. These must not contain any whiskies from other distilleries and it must be distilled in copper pot stills. Pure malt:-Pure malt whisky or vatted malt is a blend of malt whiskies from different distilleries. The term “Pure Malt” was coined to suggest exclusivity but it really just means that the bottle contains no grain whiskies. Clearly all Scotch malt whiskies are by definition

Blended version:- Blended Scotch
whisky accounts for the majority of the Scotch that is consumed. Blends are created from many different malt whiskies and grain whisky. Typically there would be about 80% grain and 20% malts in a blend with as many as 20 (but usually less than 15) different malts being used.

Types of Irish Whiskey

There are two different types of Irish whiskey, malt whiskey distilled in a traditional manner in pot stills and grain whiskey made in modern distilleries using patent stills. Over 90 percent of all whiskey consumed is a blend of pure malt whiskey and grain whiskey. As a rule of thumb the more expensive the whiskey the higher the percentage of malt.

Sample Brand Names of whisk(e)y

Scotch:- JOHNNY WALKER

J & B RARE

HIGHLAND PARK

PASSPORT

CHIVAS REGAL

GLENFIDDICH

IRISH

ALLMAN`S

JOHN JAMESON & SON

BUSHMILLS

TULLAMORE DEW

CONNEMARA

PADDY

Research
Objective • To provide an overview over whiskey market • To know the preference or appreciation of Whisk(e)y by consumers. • Awareness of consumers about the intricacies of Whisk(e)y. • Comparative consumption of Whisk(e)y brands

Field work
Hotels:- Eros Intercontinental, Claridges, MBD Radisson, The Taj Mahal, The Ashoka etc. as well as Bars, Pubs, Discotheques viz. The Supper Factory, Q’ba, 100 degree etc.

Scotch whisky at its best
• • • • • • • •

A. The International Market Distribution of Bottled-In-Scotland Malt Whisky: UK - 19% REST OF EUROPE - 17% USA - 16% ITALY - 15% FRANCE - 14% GERMANY - 7% REST OF WORLD - 12%

The Top Ten Markets in 2000 for Scotch Whisky (malt and blended) in dollar values were:

• • • • • • • • •

USA - $426 million FRANCE - $371 million SPAIN - $320 million JAPAN - $191 million GREECE - $153 million SOUTH KOREA - $147 million TAIWAN - $141 million GERMANY - $124 million THAILAND - $118 Million ITALY - $109 million

Comparison
Name of the hotel The Grand, New Delhi Welcome Marriot The Tajmahal Radisson MBD Hyatt Regency The Imperial Popular Scotch Brand Glen Fiddich Chivas Regal Jhonnie Walker (blue) Walker Jhonnie (black) Glenmorangie Jhonnie Walker (black) Popular Irish Brand Jamesons & Sons Jamesons & Sons Jamesons & Sons Old Bushmills Old Bushmills Jamesons & Sons

Comparative Consumption
80% 80% 70% 60% 50% 40% 30% 20% 10% 0% 20%

Consumption % of Scotch Whisky namely Johnnie Walker 80% Chivas Regal 20%

Comparative Consumption
70% 60% 50% 40% 30% 20% 10% 0% Jameson Bushmill

Consumption % of Irish Whiskey namely Jameson & Sons 70% Bushmills 30%

Amazing Surveyed Facts

Unlike our assumption most of the consumers know the difference between the two. Most of them are aware of the brands they are consuming. Whisk(e)y is consumed by brand and not by its type. Cost of Whisk(e)y plays a negligible role when consumers are considered i.e. consumers.

• • •

Why?

Popularity is the main aspect that increases the consumption of Johnnie Walker and Jameson & Sons. Marketing of Scotch whisky is another aspect that increases its consumption.

Conclusion
• • •

Scotch whisky is preferred over Irish whisky Scotch whisky is cheaper than Irish whisky The elite class clientele consumes Scotch whisky

CHIVAS REGAL & J.W. are the dominating brands regarding consumption of Scotch Whisky Jameson & Bushmills are consumed most regarding Irish Whiskey Most of the Irish whiskey consumers as well as Scotch whisky consumers are aware of the difference between the former and the latter ones

Last but not the least

Alcohol consumpt ion is injurious to health

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