1948 Vintage Whisky

Whisky and the Birth of the Welfare State

In 1948, the world saw the implementation of the Marshall Plan to rebuild Europe, the founding of Israel, and the beginning of the Berlin Airlift. The British National Health Service was established, marking the birth of the welfare state.

In this context of rebuilding and social change, the whisky industry continued to flourish. Having restored much of their pre-war operations, distilleries now faced a consumer market that was growing both in size and sophistication. Whisky became an increasingly popular export, particularly to the U.S., which was enjoying post-war economic prosperity. The era of mass marketing also began, with whisky brands sponsoring television shows and sports events to reach a wider audience. For collectors, 1948 whiskies capture the essence of a world embracing optimism and change, making them valuable additions to any collection.