SWA slams English whisky GI proposal

The Scotch Whisky Association (SWA) has slammed the proposed geographical indication (GI) for English whisky, warning it could be “very damaging” to the reputation of UK-made single malts.

This week, the English Whisky Guild (EWG) revealed its application for a GI for the category has reached the approval stage in the UK following four years of development.

It is now in the consultation phase, which is open to public feedback until 19 May 2025.

The EWG worked with its 26 member distilleries and the UK Department for Environment, Food and Rural Affairs (Defra) to create the proposed GI, ensuring that it aligns with the rest of the UK. Scotland, Northern Ireland and Wales each have their own GI for whisky.

The GI stipulates that to be labelled an ‘English whisky’, it must be made from UK cereal grains and English water, distilled in England, distilled to an ABV of less than 94.8%, matured in England in wooden casks of no more than 700 litres for a minimum of three years, and the final whisky must have a minimum 40% ABV.

However, the SWA has taken issue with the proposal to define English single malts. A spokesperson highlighted that it “only requires distillation at [a] single distillery location and not the creation of the spirit from malted barley at a single site”.

The GI application outlines two subcategories, ‘Malt English Whisky’ and ‘Grain English Whisky’, alongside two subcategory prefixes, ‘Single’ and ‘Blended’.

In the English whisky product specification application, it states: “The term ‘malt’ by itself can only be applied to English whisky where all the whisky in the product has been made using 100% malted barley (without the addition of any other cereals), yeast, saccharified by the diastase of the malt contained therein, water and matured in casks; where oak casks are not used, the type of wood must be specified on the front of the label, with a font and weight that give equal prominence to the subcategory information.”

It also adds that the spirit must be batch distilled in a copper pot still at least twice.

The application also said the term ‘Single’ can only be applied to English whisky where all the whisky in the product has been distilled at a single distillery. It notes that the whisky can be distilled in one or more batches at a single site.

The proposal said this was in line with the definition of single malt under UK legislation where the name ‘whisky’ or ‘whiskey’ can be accompanied by the term ‘single malt’ only if it has been distilled exclusively from malted barley at a single distillery.

‘Entirely inconsistent’

The statement from the SWA said: “This is entirely inconsistent with the reputation of single malt whisky, which is famous for its integral connection to place, and would undermine the single malt Scotch whisky category.

“It would be very damaging for the reputation of single malt whisky from the UK, and by extension single malt Scotch whisky, if English whiskies were allowed to describe spirit as ‘single malt’ despite being produced in a different manner to the established process and long-standing traditions of the Scotch whisky industry.

“We will be responding formally to the Defra consultation to robustly defend against any devaluation of the single malt category.”

The SWA claims more than 99% of single malt whisky produced in the UK is made in Scotland.

Addressing the statement from the SWA, the EWG said: “Ensuring quality and innovation are at the forefront of all we do, so it is vital for this fast-growing English whisky industry to receive GI status and legal protection.

“It is important to note that the English whisky GI allows companies to partner with local breweries, leveraging their brewing expertise to create innovative and distinct whiskies.”

The EWG said this approach was “consistent with practices in other global whisky-producing regions” such as the US, where all production takes place there.

‘Fostering innovation’

The EWG statement also highlighted similar standards in the EU, as well as in Wales, where the single malt rules align with the proposed English whisky GI by being distilled at a single distillery.

“These differing standards support the creation of quality whisky while fostering innovation and differentiation in each country,” the statement continued.

“English whisky uniquely combines the innovation of new world whisky with the craftsmanship of UK manufacturing, positioning it perfectly in the market.

“While ‘Single’ whisky can be complex legislatively, for consumers, we believe it is simpler: think of it as the contrast between black and white. ‘Single’ means whisky from one distillery, while ‘Blended’ comes from several. Helping consumers understand the whisky’s origin.

“We agree with the SWA that provenance and a sense of place is a critical element of whisky. Our GI requires all grain to be sourced from the UK, which is unique across the four UK whisky nations and supports our local farmers. Many of our members also grow their own barley as well as brewing and distilling themselves.

“We believe our GI ensures each bottle of English whisky embodies the essence of its origin.”

Raising awareness of English whisky

Speaking to The Spirits Business, Morag Garden, who joined the EWG as CEO in 2023, said the GI proposal focused on “quality, innovation and diversity” and will help to raise awareness of English whisky in the UK and globally.

She described the GI process as “quite multifaceted” with the application going through various iterations since being first submitted in February 2021.

Following the three-month consultation period, Defra will examine the public responses and consider the feedback before making its decision on finalising the GI.

Garden is hopeful that English whisky will be added to the UK GI register by the end of 2025.

Once a GI is approved, Garden said the work would begin to help members understand it and to support them to comply with the standards.

Garden said a GI for the category would be a “quality mark for consumers” and promote England as a “leading whisky-producing region”.

To support innovation, the GI enables producers to use any type of wooden cask, instead of limiting it to oak. It is hoped that the move would also help to create collaborations with local brewers.

Garden joined the EWG as its first CEO after a decade working at the SWA, where she served as head of sustainability and innovation. She also spent 18 months within global sustainability consultancy Accenture.

Another area of the GI supports sustainability by allowing distillers to export in bulk containers for English whisky. “When you think about sustainability that’s something that in the future could be really important,” she notes.

Considering Garden’s background, it’s no surprise that sustainability will be a key focus for the organisation going forward.

During her time at the SWA, Garden helped to lead on the trade body’s ambitious sustainability goals, and she hopes to establish some similar ambitions for EWG.

Garden is also keen to boost tourism for English whisky as part of her role at EWG. The organisation currently has a map to show where its member distilleries are located across England.

“I’d love a map with the tourism trails,” she said, and added the hope was to build up “different English regions and collections of English whisky distilleries”.

“That’s the future,” she continued. “That would be very important and be a really valuable tool to support the English whisky members.”

English whisky distilleries interested in becoming part of the organisation can reach out via the EWG website or on LinkedIn to join for a fee.