From brewing to bottling Distillerie Tessendier & Fils is responsible for the entire whisky production chain
Across the whisky industry, innovation is taking hold and new world whisky makers are offering more choice than ever before. From the establishing of disruptive distilleries to the shaping of a new generation of master blenders and consumers, the long-recognized boundaries, traditions, and styles in line with the segment are quickly shifting. Along with new names and regions, the industry is navigating evolving consumer demands, digital platforms and so much more.
In this report, Global Travel Retail Magazine hears from a series of tastemakers from around the world that are helping to re-define the world of whisky. While respecting the history and culture of the drink, these new producers are paving the way for a long list of up-and-comers.
M&H Classic (700-ml) is a smooth, easy to drink whisky, made from ex-bourbon casks and special red wine STR (Shaved-Toasted-Re-charred) casks
Diverse climate zones and big wins
Founded in 2013, M&H Distillery (Milk & Honey) is a new world, urban distillery and Israel’s first whisky distillery. It is located in Tel Aviv, a high-tech hub known for its original thinking and innovative companies, as well as its liberal way of life. And it is considered to be a part of the city’s fabric. A mix of old and new, past and present, M&H Distillery brings to life the culture of Israel – one sip at a time.
“Tel Aviv inspires us to be innovative and think outside the box. We like to experiment with cask types, barley, yeast, but most of all with different climate zones. Israel is a very small country, only 22,000 kilometers, but we have five different climate zones,” explains Dana Baran, Vice President of Marketing at M&H Distillery. She calls it a low-tech startup.
With over 300 days of sun per year, Israel’s hot climate and high humidity contributes to an expedited aging process, leading to a “deep and complex whisky” even after a short-term maturation. On the flip side, the same climate and conditions result in the angel’s share reaching as high as 10%. As described as Baran, the country’s geographical diversity is M&H Distillery’s playground.
M&H Distillery won the title of “World’s Best Single Malt Whisky” at the World Whiskies Awards 2023 for its Elements Sherry Cask; the first and only kosher single malt whisky in the world aged in sherry casks. It was also awarded “Brand Innovator of the Year” at the 2022 Icons of Whisky Awards, mainly because of its Apex Dead Sea edition. This small batch single malt whisky is the first and only whisky ever aged in the lowest place on earth.
Back to the basics – in all the best ways – Baran spotlights the M&H Classic, “It is our base, a smooth, easy to drink whisky. It defines the distillery's character and is made from the finest ex-bourbon casks and special red wine STR (Shaved-Toasted-Re-charred) casks, giving it a light and balanced character,” says Baran.
Arlett Whisky’s bottle design has been crafted to evoke different levels of interpretation; the glass relief symbolizes Distillerie Tessendier & Fils’ brewing vats
Art of distillation
With 30 years of experience as Cellar Master, Jérôme Tessendier, CEO at Distillerie Tessendier & Fils and Creator of Arlett Whisky, believes that an exceptional spirit is born from the alliance of perfect raw materials, deep understanding and complete mastery of various transformation processes. This is why Distillerie Tessendier & Fils has initiated a project that encompasses the entire whisky production chain; it is responsible for the brewing, distilling, aging, blending and bottling of its whisky.
The Tessendier family has been excelling at the art of distillation for generations and it is said Arlett Whisky is its desire to embark on a new era of work. “The French origin of our whiskies enhances the already abundant market by bringing original identity and quality; this is the essence of our approach with Arlett Whisky,” says Jérôme. Arlett Whisky is enriched by expertise drawn from the family’s history and tradition in the cognac field.
Summarizing the flavor profiles of its whisky portfolio as rich, concentrated and harmonious, Jérôme says its method of double distillation allows the distillery to achieve concentrated spirits with excellent aging potential in barrels. “During the maturation stage, we meticulosity select our barrels, with the Japanese MIZUNARA oak cask standing out among them,” he explains.
A distinguishing feature of the new world whisky category is often a focus on brand image and values as opposed to the liquid itself. When asked about purchasing drivers and cues that are at the center of Arlett Whisky’s brand strategy, Jérôme reveals the bottle design has been crafted to evoke different levels of interpretation. “The glass relief symbolizes our brewing vats, while reminiscent of the upholstery of an old English leather armchair,” he says.
As shared by Jérôme, Arlett Whisky aims to be among the top three French whisky brands by 2025. He says this is achievable through a strategy focused on the domestic French market and the support of duty free distribution to make a strong entry into non-European export markets.
It is said that Onikishi Japanese Whisky’s mystical charm captures the essence of Japan and drives curiosity; the country has a long history of mythology
History of mythology
With the rise of Asian and world whiskies, the spirits industry has evolved to widen its audience, manage demand and flip tradition on its head. Damith Weerakoon, Co-founder and Director of Marketing & Operations at Milestone Beverages, says in all circumstances it is brands which emerge victorious rather than just liquids.
With this in mind, Milestone Beverages develops wine and spirits that celebrate diverse tastes and creates quality brands that are inspired by the Asia Pacific marketplace – and designed to hold global influence. According to Weerakoon, its Onikishi Japanese Whisky targets a broader demographic and in addition to highlighting classic elements that speak to traditional whisky enthusiasts, offers a modern twist to invite new consumers to engage emotionally with the product.
“We strike first visually, appealing to all by virtue of being arguably the most iconic Japanese whisky on the market; capturing elements that can be easily recognized as Japanese, elements from pop culture using the non-traditional Anime style. Those drawn in might be captured by pure aesthetic, but others are usually swung by the affordability and giftability of the package,” he shares.
Described as having a fierce duality, while Japan is known for its cutting-edge technology, it has a long history of mythology. Weerakoon is fascinated by what he calls Japan’s deeper, darker side, which is often reflected in its media arts. Onikishi aims to present this side through all facets of the brand.
Translated to mean “Demon Knight,” Weerakoon believes that Onikishi’s mystical charm captures the essence of Japan and drives curiosity. “This duality is what has bred creative storytelling, mythologies and traditions for centuries and allows us to tap into these to build characters and stories around Onikishi,” says Weerakoon.
While the category of Japanese whisky is “shrouded in secrecy” with few rules to govern production, it is growing in popularity. The brand is working on a third SKU as a travel retail exclusive; Weerakoon adds this will help solidify its personality and story base, which evolves around the mythological creation of Japan.
Onikishi Japanese Whisky offers a modern twist on the traditional whisky segment to invite new consumers to engage emotionally with the product
