If there’s anything we’ve become known for over our first ten years, it’s our indignation over the whiskey industry’s disregard for barley. We’ve been outspoken and have undoubtedly ruffled a few feathers. But it’s important to prompt the debate. Single malt whiskey, globally, is at an important crossroads. While whiskey has humble roots as an agricultural product that was made and consumed near its source, industrialization and globalization gave rise to a new model where stocks of spirit were distilled at the lowest price, then bought and sold on the open market for blends. Malt whiskey became a commodity and along the way something meaningful was lost. But now we live in times where once again single malt is revered and we can make choices based on new standard. In today’s world, we can confidently step away from the commodity mindset and return to a reverence for raw materials and a pursuit of flavor.