Benromach is inviting whisky drinkers to ‘Discover the Lost Smoke of Speyside’. With the new campaign, the distillery takes inspiration from its own whisky-making history and flavour profile — one that goes against the typical style produced by modern Speyside brands, despite the whisky region’s long history with smoke.
Operations director Stuart Urquhart manages the distillery’s operations, including the production process, cask selection, and cask procurement. His responsibilities also extend to supervising packaging and delivery across the portfolio, ensuring that the quality and craftsmanship are upheld in every product.
Stuart sat down with Whisky Magazine to discuss why peat and a smoky flavour profile is so important to Benromach’s brand today.
Whisky Mag: Why is it that smoke and peat became a lost component to Speyside whiskies?
Stuart Urquhart: Historically, peat was commonly used as a fuel source in whisky production, particularly to dry malted barley and halt the germination process. In Speyside, this practice declined in the 1960s as technological advancements introduced more modern production methods, offering alternatives to peat as a fuel. Over time, distilleries in the region shifted away from producing peated whiskies, resulting in its reduced prevalence.
Today, Speyside whiskies are known for their fruity and floral flavours, but Benromach is proud to revive and preserve this lost Speyside style with its delicate hint of smoke which is informed by the deep history of Gordon & MacPhail’s liquid library. The liquid library holds samples from over 100 different single malt distilleries, including rare Speyside whiskies from the 1940s, ’50s, and ’60s.
When we acquired Benromach in 1993 our vision was to revive this forgotten Speyside style. To bring this vision to life, we undertook a complete redesign of the distillery, and when it reopened in 1998, that vision became a reality. Using insights from historic cask samples in our liquid library, we were able to recreate a traditional, peated profile that reflects the Speyside whiskies of old.
WM: Why is now the right time to champion the lost smoke of Speyside?
SU: The lost smoke has always been integral to Benromach — it’s a part of our heritage and identity. While we’ve always referenced it, it hasn’t necessarily been at the forefront of our messaging until now.
Historically, our focus has been on highlighting the traditional craft behind our whiskies — made by hand at the Benromach Distillery, which remains central to who we are. But we felt it was time to shine a brighter light on what truly sets Benromach apart: our flavour profile and that signature whisper of peat that connects us to the Speyside of old. This felt like the perfect moment to share this element of our story with the world and invite drinkers to rediscover the lost smoke of Speyside.
WM: How well do you think smoke compliments the fruitier notes often found in Speyside whiskies?
SU: At Benromach, we wanted to create a medium-bodied whisky that could stand the test of time, allowing for long-term ageing while maintaining balance and complexity. Smokiness, when paired with rich sherry influence, offers a harmonious combination that enhances rather than overpowers. Our approach was never to emulate the bold, intense smokiness of an Islay whisky. Instead, we sought a gentle, subtle smokiness that complements the rich European oak sherry flavours we were focusing on with our signature products.
What I love about this balance is how the smokiness interacts with the fruitcake and cinnamon notes on the palate. Those aromas and flavours come alive during cask maturation, where approximately 70 per cent of the whisky’s character is shaped. The other 30 per cent, the spirit itself, must work in harmony with the cask to create something truly special — a whisky that’s just as exceptional as a 10-year-old as it is at 50 Years Old.
WM: How does the flavour of mainland Scottish peat differ to the peat found on Islay?
SU: We work closely with local maltsters, using only Scottish-grown barley. For our whiskies, we don’t use peat from Islay. Instead, we focus on peat from Scotland’s mainland, which has a much softer profile than its Islay counterpart. Islay peat is often associated with bold medicinal flavours, whereas mainland peat brings subtler notes of bonfire smoke and a gentle ashy quality. This softer, nuanced character is exactly what we look for in our whiskies.
At Benromach, it’s all about balance. We want our whiskies to stand out as 10-year-olds but also hold their own as they age gracefully over decades. Achieving this requires meticulous attention to cask maturation. Everything we’ve learned as independent malt whisky specialists feeds directly into the work we do at Benromach.
We’re deeply invested in our casks. In fact, we only use first-fill casks at Benromach. Our approach to quality has been part of our DNA for generations, including when my grandfather, George Urquhart, was part of the business. He believed that investing in wood was paramount to ensuring the highest quality whisky, and we carry that principle forward today.
WM: Can you share any releases that are coming up that will use those whispers of peat, and will there be plans to increase the amount used?
SU: We release a heavily peated expression every year called Benromach Contrasts: Peat Smoke. For this, we work with our local maltsters to create malted barley that’s as peated as possible. We measure this in PPM (phenol parts per million), which indicates the level of smokiness in the malt. While Benromach’s signature whiskies sit at a gentle 10–12 PPM — delivering an elegant hint of peat — our Peat Smoke series can range from 35 PPM to as high as 80–90 PPM depending on the batch.
When it comes to our signature range, we’re proud of our 10-year-old, 15-year-old, and 21-year-old expressions, all of which reflect the perfect balance of subtle peat with rich sherry cask influences.
So, while we remain committed to that subtle, balanced peat characteristic in our signature range, rest assured, we love experimenting with big, bold peat in special releases like Peat Smoke. For us, it’s all about showcasing what Benromach can bring to the table — whether it’s a whisper or a roar.
WM: What will the Discover the Lost Smoke of Speyside campaign involve?
SU: We have just created a new brand film featuring the award-winning drinks writer Neil Ridley, who we've worked with in the past. Neil was an obvious choice for this project. Not only is he a passionate advocate for Benromach, but his deep knowledge of Scotch whisky made him the perfect voice to help tell this story.
The film also features our team of highly skilled distillers who bring Benromach to life every day. There’s a wonderful moment where Neil reflects on how Speyside whisky was made long ago and then introduces “the Lost Smoke of Speyside”. It’s a powerful way to share this part of our legacy, and we’re excited to launch the film in mid-September across our digital channels.
Beyond the film, we’ll be supporting the campaign with a mix of out-of-home and print advertising. Whisky lovers will also have the chance to immerse themselves and ‘Discover the Lost Smoke of Speyside’ at events like the London Whisky Show and Whisky Live Paris. We’re eager to connect with consumers and share what makes Benromach’s approach so special.
WM: Do you think you will set a trend that others will follow in the region by using peat? Have you heard any rumblings from other distilleries?
SU: I think whisky has become far less regional than it used to be. The days when whisky styles were firmly tied to specific regions have evolved — now, it’s all about the character you want to create. At Benromach, we’re not trying to follow trends or set them; we’re simply focused on crafting the best, most unique whiskies we can.
