“All the fetishes about age need to fall away”

Wolpert founded East London Liquor Co. in 2014 out of a desire to see better quality ‘local’ spirits.

Alex Wolpert is not a man for mincing his words. The charismatic, heavily bearded founder of east London micro-distillery East London Liquor Co. has hit the headlines in the UK press in the past for his vocal criticism of the use of the word “craft” to overcharge consumers for white spirits. Now, with the distillery targeting annual sales of GBP11m (US$13.3m) by 2029 and ramping up its whisky production in earnest, he has Scotch in his sights.

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