The Single Malt Appreciation Society was the brainchild of James Kennedy. James has been fascinated with single-malt whisky most of his adult life and running a tourism business whisky became one of his passions to share along his tours of Scotland. He noticed a lot of people enjoyed whisky but he quickly realised a lot of people were overwhelmed and unsure with all the regions and flavour profiles so they tended to stick with one brand or region. The goal of The Single Malt Apprecciation Society is to acknowledge those who enjoy and apprecciate a dram of single malt as well as educating those who are new to the wonderful world of Whisky.