The Flavor Map was developed in collaboration between Dave Broom and Diageo Scotland Ltd. Some of the Scotch single malt whisky brands marked on the map belong to Diageo, while others are owned by different companies; the latter may use third-party registered trademarks.
The purpose of creating this Flavor Map is to help consumers who feel overwhelmed by the vast variety of whiskies available in the market. Each whisky is unique, and we cannot rely solely on the region of production as a guide for flavor. Nor can we expect retailers and bars to do this—they often arrange whiskies alphabetically or by region. So how can we describe the uniqueness of whisky using a universally recognized set of terms?
The way to use the Flavor Map is simple. The vertical axis, with "Delicate" at the bottom, represents whiskies that have clean and simple flavors. As you move upward along the axis, the whiskies become increasingly complex. Once you can start to discern smoky notes, the whisky is placed above the center point. The more intense the smokiness, the higher it will be on the vertical axis.
The horizontal axis goes from "Light" to "Rich." Starting from the left, you’ll encounter the lightest, most aromatic whiskies, and as you move toward the center, you’ll pass through flavors like grassy, malty, berry, and honey. Once you cross the center point and move towards the right, the influence of oak casks becomes more prominent: at first, you’ll notice the vanilla and spice notes from American oak barrels, and eventually, on the far right, the dried fruit flavors from sherry casks dominate.
It’s important to emphasize that this map does not imply that any one whisky is better than another. It simply illustrates the primary flavor characteristics of each whisky. There is no good or bad region on this map—this is a general tool for classifying Scotch single malt whiskies. Due to space limitations, this map does not include every whisky on the market, but we have chosen many of the most popular ones, all of which are mentioned in the book.
We will continue to review and update this Flavor Map to reflect changes in new flavors and styles. We hope this map will give you a sense of the similarities and differences between whiskies. If you don't like peaty whiskies, don’t choose ones that are high on the "Smoky" axis. If you find a brand you know and love, this map can help you discover other similar whiskies to try. Make good use of it!