Eva María Sigurbjörnsdóttir, production manager at Eimverk, is the chairman of the Association of Icelandic Distilleries.
Icelandic distilleries have founded an association, even though one might assume there would be significant competition between them in a small market. Eva, the association's chairwoman, is interviewed in the latest episode of Augnablik í iðnaði (A Moment in Industry). She believes there is strength in the small distilleries standing together. They are, in fact, following the Scottish model, where the Scots never view the domestic market as competition because the market beyond their borders is always larger.
“Everyone needs to have similar quality standards,” says Eva. “Because if one performs poorly, it can ruin it for all the others.”Eva considers the association incredibly important because distilleries are often small family businesses, and it's good to be able to visit each other, meet people, and work towards common goals. It is therefore clear that the cooperation between companies within the association is strong and positive, which must be considered a great asset.
Eva also talks about how each distillery has its own unique character, creating a broad product line that we can be proud of. Eva then points out that Icelandic alcohol production has won international awards on numerous occasions. The Icelandic water is unique for production, and great ambition is put into every product.
Eva is knowledgeable about the history of Icelandic alcohol production and consumption. “We Icelanders are afraid of alcohol and hide Iceland's alcohol sales a great deal,” she says. Eva wants to emphasize that instead of focusing on telling people not to drink, we should rather teach responsible consumption to those of legal age. “Sort of like the French do,” says Eva.
Ólafur Jónsson hosts the show, and he and Eva cover a wide range of topics, as the subject is inexhaustible.