But given how the popularity of ‘descriptor’ products rose, it is not too hard to see why, a century or so later, this same cycle is apparent in China and other Asian boom markets for whisky, as well as other spirits to a lesser degree.

Creating a product name that people can describe, or even celebrating part of the bottle and brand design that the consumer has latched onto is growing and growing. Remy Martin, for example, is broadly known as ‘Centaur’ in Asia as consumers see the Centaur marque of the brand and associate the product with it, not the name.

This is not to say Asian consumers are illiterate, far from it, but their grasp of English, especially Gaelic pronunciations and nuances is not perfect, and why should it be, so they are using the tools they have at their disposal, just like the Irish did with Green Spot and others.

More and more I believe we will see brands put more emphasis on their brand icon, or marque, such as the Glenfiddich Stag, the Fettercairn Unicorn, the Glenlivet Bridge, the Aberlour Well, and many, many more.

Just take a look at the bottles you have in your collections, see which brand marques are on the labels as I bet their prominence grows over the short to medium term as they become bar and store calls in developing countries.