The world wide whisk(e)y business is Beating with a strong heart. All one has to do is look and observe with either admiration, or trepidation as to what the end of the current cycle will bring with it. Will it bring success ? even overnight success ( I am still waiting for that to happen !!) ? or will it bring in some cases Abject disappointment ? Who knows the answer to these questions ? Certainly not me and also far greater minds than mine. While all the current optimism is to be welcomed, can it be truly 100% embraced I wonder ? Nothing in life is 100% guaranteed…possibly 99.9% but Never 100%. So, the question is as follows:- How long will the current cycle last ? Time alone will provide the answer.