In a legendary distillery in Scotland, visitors are treated to a unique experience at the end of their tour. They are able to not only taste and smell whiskey samples but also see what is inside them. This is made possible by a wall-size projection of machine-generated digital art called “Out of the Ether,” which visualizes the complex chemical signatures of the drinks. The art looks like swirling smoke and clouds inside a glass marble and is based on the flavor and aroma profiles of two rare whiskies.
Whiskey makers extract data on their offerings using scientific techniques such as gas chromatography and liquid chromatography. However, the resulting graphs may be difficult for the average whiskey drinker to interpret. The purpose of “Out of the Ether” is to demystify this data and allow people to easily understand the character of the distillery and the whiskey. This initiative is led by Ewan Morgan, the national luxury ambassador and head of whisky outreach at Diageo, the global liquor company behind the art.
The distillery in focus is Port Ellen, located on the rugged island of Islay off Scotland’s West Coast. Islay is known as “Whisky Island” and is famous for whiskeys with a smoky flavor derived from peat. Port Ellen Distillery was opened in 1825 and shut down 40 years ago, along with many other Scottish “ghost” distilleries due to market demand. However, last week, Port Ellen reopened under the ownership of Diageo, who invested $236 million to revitalize Scotch whiskey distilleries and tourism.
To celebrate the reopening of Port Ellen, the distillery is releasing two limited-edition whiskies, Port Ellen Gemini Original and Port Ellen Gemini Remnant. These whiskies come from 1978 European oak casks, with the latter being a “remnant cask” that was saved by an employee when the distillery closed in 1983. The wood, seasoning, shape, and size of casks greatly impact the flavor of whiskey. Over the past two years, Diageo has used a custom algorithm called SmokeDNAi to monitor and understand the chemical evolution of the Gemini whiskeys, as they matured in different casks.
The SmokeDNAi algorithm processed data on the main compounds of the two spirits, creating visualizations based on parameters input by humans. These visual representations show the breakdown of primary compounds in the whiskeys and how each one influences their character. The algorithm could assist Port Ellen in predicting blending outcomes and optimal release dates for its whiskies. Additionally, it could help liquor lovers from novices to connoisseurs in comparing and contrasting the smokiness of whiskies from different-aged barrels.
Ewan Morgan, a third-generation whiskey maker, sees whiskey as a social drink that brings people together and creates lasting memories. He believes initiatives like “Out of the Ether” will make it easier for people to learn about and understand whiskeys, ultimately enhancing their enjoyment of the drink. Through the use of advanced technology and data analysis, Port Ellen aims to chart the “atlas of smoke” and unlock the nuances and mysteries of their whiskies, ensuring a unique and immersive experience for visitors and whiskey enthusiasts alike.
