During a recent visit to Witchmark Distillery in Wiltshire, the team made no secret of their ambition: when their inaugural spirit emerges from cask, it is intended to compete squarely as a super premium single malt.
Yet in spirits marketing, "super premium" is a term thrown around with easy confidence. What does it actually mean in practice?
As I made a left turn from the A6 in Derbyshire to visit White Peak Distillery located in the stunning Derwent Valley, I was transported to a bygone era, steeped in decades of industrial history. This locale evoked the ambience of an environment where workers might have toiled for 12-hour shifts, clocking out at the end of the day, covered in the grime of their labour, fatigued, and longing for a full plate of homecooked food. It held a certain charm, which resonated with me, as it must have with Max and Claire Vaughan.
