In announcing that production will recommence at Port Ellen and Brora, Diageo has whet the whistle of many a whisky lover, but intensified the battle for shelf space.

Patience is required of course. With production set to resume in 2020, and the spirits giant indicting a 12-year-old would be the first expression released from both, it won’t be until 2032 that consumers crack open a bottle.

It is an astute move from Diageo and one that is not entirely surprising. Any investment in whisky is a leap of faith given maturation time, but with single malt exports passing £1 billion for the first time, this is about as safe as a £35 million bet can be.

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Particularly when the appeal of Port Ellen is taken into account. A bottle of 12-year-old from the distillery bottled in 1981 will fetch £1,000 at auction. A standard 12-year-old malt retails for around £30.

Reading between the lines of Diageo’s comment on pricing structure, the new Port Ellen will likely be a touch more expensive, but within reason.

So, good news for whisky lovers, but what of the numerous new craft distilleries currently tapping their fingers while their spirit matures?

Consumers have limited budgets, and with Diageo’s marketing power giving its brands an instant global platform it may just have become tougher for new distilleries to gain the momentum required to build a platform of their own.