Key Concepts
- Single malt whiskey production in Vietnam
- New World Whiskey vs. traditional whiskey regions
- The aging process of whiskey and the role of barrels
- The economics of whiskey distilling and barrel pre-sales
- Brand identity and the urban Vietnam concept
- Challenges of being a "first-mover" in a market
- Building a trustworthy and emotionally resonant brand
Vad Spirits: Origin and Mission
Michael Rosen, founder and CEO of Vad Spirits, discusses building Vietnam's first and only full-scale single malt whiskey distillery, one of only two in Southeast Asia. Vad, meaning "come back in order to go," aims to celebrate modern, urban Vietnam, moving away from stereotypical tourist imagery. The brand identity focuses on the vibrancy of cities like Saigon, Hanoi, and Da Nang, appealing to the energetic and educated young population.
The Whiskey-Making Process
Vad Spirits distinguishes itself by making its own "beer" (mash) for distillation, a practice not always followed by smaller distilleries. They produce different types of craft beers, including pale ale, brown ale, and imperial stout, which are then distilled in pot stills. Distillation involves boiling the fermented beer, capturing the alcohol vapor, and concentrating it from 8% to 70%. This clear, high-proof spirit is then aged in new American oak and cherry barrels, where it undergoes a "long monogamous dance" with the wood, influenced by temperature changes throughout the year.
The Economics of Whiskey Distilling
The whiskey-making process is capital-intensive due to the long aging period. Vad Spirits pre-sells barrels to manage cash flow, a common practice among young distilleries. The company is putting down 500 barrels a year and aims to increase that to over 1,000. The dynamics of whiskey production are described as "insane," akin to flying a plane full of passengers every day but not getting paid for three years.
World Whiskey Awards Win
Vad Spirits won the "World's Best in the New Make & Young Whiskey" award at the World Whiskey Awards in London. This recognition is considered a significant milestone, potentially increasing the value of their casks. The award was unexpected and humbling, validating their efforts to produce world-class whiskey in Vietnam.
Other Spirits Production
In addition to whiskey, Vad Spirits produces gin ("Good Gin"), rum ("Right Rum"), and tropical liqueurs. The gin production was initially started to generate revenue while waiting for the whiskey to age. The liqueurs include cacao (partnering with Marou chocolate), tripack (orange liqueur), coconut, and coffee.
New World Whiskey and Vietnamese Flavors
Vad Spirits aims to create a unique identity within the "New World Whiskey" category, which includes whiskies from outside the traditional regions of Scotland, Ireland, the US, Canada, and Japan. They are focusing on bringing out subtropical flavors of caramels, vanillas, and fruits through their choice of grains, woods, and aging processes. They are exploring aging barrels in different locations across Vietnam, from Sapa to Ben Tre, to capture the diverse regional influences.
Challenges and Future of Vietnamese Whiskey
Being the first distillery in Vietnam presents challenges, including skepticism and a preference for established foreign brands. Overcoming the perception that Vietnamese products cannot be of high quality is a key obstacle. Michael Rosen expresses frustration with the "no, it can't be because it hasn't been done" mentality. He hopes to see more Vietnamese distilleries emerge, believing that competition will help educate the market and elevate the overall quality of Vietnamese whiskey.
Building a Trustworthy Brand
Michael Rosen expresses a desire to learn how to create a trustworthy and emotionally resonant brand. He seeks to understand how to convey a sense of integrity and authenticity to consumers, especially in a complex and rapidly changing world. He wants to create a brand that people can believe in and connect with on a deeper level.
Notable Quotes
- "To us it means come back in order to go." (On the meaning of "Vad")
- "Whiskey is really distilled beer." (Explaining the basic process)
- "The barrels dance with the liquid over years. So it's a long monogamous dance." (Describing the aging process)
- "From your lips to God's ears." (Expressing hope for the future of Vietnamese brands)
- "I want to figure out how to create a an emotional truthfilled brand." (On his desire to learn more about branding)
Technical Terms
- Single Malt Whiskey: Whiskey made from 100% malted barley at a single distillery.
- Distillation: The process of separating alcohol from a fermented liquid by boiling and condensing the vapor.
- Pot Still: A type of still used for distilling spirits, typically made of copper and shaped like a large pot.
- New Make: The clear, high-proof spirit that comes off the still before it is aged in barrels.
- Barrel Aging: The process of storing spirits in wooden barrels to impart flavor, color, and aroma.
- New World Whiskey: Whiskey produced outside the traditional regions of Scotland, Ireland, the US, Canada, and Japan.
Synthesis/Conclusion
Vad Spirits is pioneering the production of single malt whiskey in Vietnam, aiming to create a world-class product that reflects the country's unique flavors and urban identity. While facing challenges as a first-mover, the company is committed to quality and innovation, hoping to contribute to the growth of the Vietnamese spirits industry and build a trustworthy brand that resonates with consumers. The recent World Whiskey Awards win is a significant validation of their efforts and a promising sign for the future.
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