“You can’t solve a problem on the same level that it was created. You have to rise above it to the next level.” – Albert Einstein

Last month, I decided to delve into the captivating world of innovation and its transformative impact on the landscape of Irish whiskey. The article generated an abundance of positive discussion, igniting curiosity and excitement about the evolving trends in the whiskey industry. A particularly intriguing aspect I explored in the article was the concept of ‘open innovation,’ a trailblazing approach that Element Irish whiskey has been actively embracing.

What is ‘open innovation’? In essence, it represents the art of harnessing ideas and suggestions from external sources. When it comes to Element whiskey, their approach is captivating. Rather than conforming to the conventional practices of other whiskey companies, they dared to question and explore what could happen if they ventured down a different path. This sense of wonder led them to an intriguing proposition: what if they didn’t dictate their customers’ preferences but instead sought inspiration and collaborated with them to craft their whiskey? A refreshing and innovative perspective indeed.

The concept of embracing community, collaborating, and developing whiskey to cater to the ever-evolving palates of 21st-century enthusiasts is not entirely novel. Esteemed brands such as Lego, Ben and Jerry’s, and Samsung have already harnessed this approach successfully.

So, how does this process work for Element whiskey? It’s structured around five distinct stages:

Element whiskey goes through a meticulous process to create their products. First comes the Test phase, where various whiskies are sampled, evaluated, and scored based on specific criteria by their ‘panel’. The panel comprises a diverse and robust contingent, bringing together bartenders, industry experts, whiskey societies, and consumers. This combination of perspectives and expertise ensures a comprehensive evaluation process, enriched by various insights from professionals and enthusiasts alike. Feedback from consumers and experts helps determine which whiskies fit their product line-up. Next is the Develop stage, where they seek the ‘finest’ sourced whiskies that align with customer preferences. The Identify phase involves actively engaging with their audience to implement ideas that enhance their whiskey-making process. Element whiskey also keeps a keen ear to the ground in the Listen stage, monitoring emerging themes and tastes to stay adaptive. Finally, in the Release stage, they launch their matured whiskey, armed with insights to meet and exceed customer expectations.

This has happened twice so far: there has been the fusion series R/1.0 which is a blend of Irish whiskies from different grains, different years and different barrels, and now this release, which is affectionately named ‘Lore R/1.0’, based on traditions and knowledge on a subject or held by a particular group, i.e., their panel. It’s a spirit inspired by traditional Irish whiskey and is a Single Malt which has been crafted from ex-Bourbon, Madeira, and Sweet Moscatel casks.

Fionn Cox, the co-founder of New Era Spirits, generously sent me a bottle from their Lore series single malt. Upon receiving it, I must say that the bottle’s appearance is truly appealing and unlike anything I’ve come across in the market. The branding of ‘ELEMENT’ embossed into the glass is elegantly done, complemented by a simple yet striking racing green label. The oversized cork, though requiring a moment to master, adds a beautiful touch of uniqueness to the overall presentation. It is evident that they have gone above and beyond in their efforts, crafting a product that is truly exceptional in its beauty and design.

ABV: 43%

Price: £56

Nose: a delightful burst of sweetness greets the senses, enticing and inviting. The nose showcases lots of citrusy notes, with hints of lime peel, mandarin orange, and a spritz of lemon. As you delve deeper, there’s an undeniable freshness of white grape and a gentle drizzle of golden honey.                                           

Palate: the fruit notes persist, and the citrus still delights added with yet another dose of honey. There’s a gentle, mellowing presence of sweet vanilla, adding a graceful touch that delicately balances the sweetness. Gradually, a subtle warmth embraces the palate, with a whisper of white pepper and a hint of cinnamon, creating a good mix of flavours. Undoubtedly, the tangy allure of quality street notes permeates through making for quite a broad and sumptuous mix of flavours.

Finish: a distinct coffee-like bitterness emerges, reminiscent of cold espresso. Luscious vanilla whipped cream intertwines with this bitterness, necessarily balancing it out. Melted Terry’s Chocolate Orange comes through towards the end and increases the overall length and complexity.

Conclusion

The array of flavours it offers is quite special, particularly when considering the three finishes. I’d be surprised if you didn’t experience a good range of flavours and depth from it. The moscatel finish is what truly captivates me—those fresh, zingy, and distinctive notes are simply beautiful. Fortunately, the bourbon finish helps to mellow some of it, resulting in a much more refined taste. If anything, I would have appreciated a touch more spice to provide additional complexity, but I still commend their efforts. As a coffee lover, I’m a big fan of the coffee notes that emerge towards the end; it truly sings to me.

Regarding open innovation, does it work? With this example, it’s hard to argue otherwise. The model is easily visible in the whiskey’s diversity of flavours, clearly incorporating various tastes and preferences into its manufacturing. However, I would be somewhat cautious about trying to cater to everyone’s tastes, as doing so might dilute the whiskey’s overall DNA.

Overall, this whiskey is a unique and enjoyable experience, showcasing how open innovation can result in something different and enticing.

But certainly, I like it, and to further increase my understanding of the process of how they do open innovation, I have applied to be part of their ‘panel’ for their next release; you can too here!

Score: 6.5/10

Disclosure: As stated, the sample that informed this article was provided to the Water of Life team by Element Irish Whiskey free of charge. Element Irish Whiskey has not had any other input into this article, nor has the Water of Life team relinquished any editorial control