The Growing Trend of Whisky and Food Pairings: Opportunities for the Hospitality Industry
Despite its potential, whisky is often overlooked as a beverage to pair with food, likely due to misconceptions about its compatibility. While bespoke food and drink pairings have become popular across various categories—expanding beyond wine to include beer and spirits—whisky remains underutilized in this area, possibly because of its high alcohol content. However, venues should not hesitate to explore the possibilities of pairing this versatile spirit with a wide range of dishes.
According to research from PROOF Insight, Scotch whisky sales in Great Britain alone are valued at an impressive £443 million, reflecting a strong 22% year-on-year growth in its homeland. As the whisky industry continues to surge, there is a compelling opportunity for the hospitality sector to unlock the full potential of whisky and food pairings.
Although whisky's bold flavors and strong alcohol content might initially seem to disqualify it as a meal accompaniment, these preconceptions are being increasingly challenged. Outlets are beginning to pair whiskies with specific foods, enhancing the flavors of both. Traditionally, whisky and food pairings were limited to occasions like Burns Night suppers or Scottish-themed menus, but they are now appearing more frequently on diverse food menus.