Whisky should feature, of course, but there are plenty of fun ways to celebrate Scotch.
From the Editors
Shorts from our editorial team
14 February 2018
It’s that time of year that has us panic-booking a table in an over-crowded restaurant only to find everywhere except Greggs filled up months in advance (actually, I believe the pasty chain has become an unlikely popular romantic destination). It’s the day devoted to splashing the cash on tacky greetings cards, red roses and stuffed bears holding hearts that declare ‘You’re Mine’, and heaven forbid you buy too small a card, or forget to buy one at all. It’s pressured, painful and expensive, but all this, of course, is suffered in the name of love.
Cue public displays of Facebook affection from sickeningly loved-up couples who would rather whisper their sweet nothings across social media than face-to-face, as Instagram feeds fill up with pictures of wine, candles and flowers.
It’s a funny thing, our modern perception of Saint Valentine’s Day. What began as a religious commemoration associated with romantic love by the poets and playwrights of 14th century England, has today become one of the most commercialised annual diary events in the world.
Great poet: Geoffrey Chaucer penned the first written reference to Valentine's Day
Geoffrey Chaucer, the revered English poet known for his Canterbury Tales, is immortalised for penning one of the first written associations of St Valentine’s Day with love, in his poem Parlement of Foules, penned in the mid-to-late-14th century: For this was on seynt Valentynes day/ Whan every foul cometh ther to chese his make (For this was on Saint Valentine’s Day/ When every bird came there to choose his mate).
Chaucer’s Valentynes Day was thought to have referred to 14 February, when two Christian saints are commemorated – Valentine of Terni and Valentine of Rome, although very little is known about either.
By the 18th century Valentine’s Day had grown to possess its own traditions, including the giving of hand-written love letters. By the early 1800s, the advent of ‘paper Valentines’, featuring pre-printed declarations of love on embossed paper lace, and the affordable postage that came with the introduction of the Penny Black, catapulted Valentine’s Day into a worldwide phenomenon. Today, the touching magic of receiving a hand-written note has given way to mass-produced greetings cards and supermarket-bought boxed chocolates. Thanks to social media, now you don’t even have to go to the bother of buying a card when you can just send a message through Facebook. So romantic.
Lifetime love: Whisky is for life, not just for International Scotch Day
I’m not doubting the sentiment – the desire to express one’s love for another is one of the most fundamental and cherished of human emotions, however it’s articulated. But must we restrict our demonstration of love to just one day a year?
The same can be said of the handful of Days that have emerged urging us to celebrate whisky. Last week’s International Scotch Day may be one day of the year Diageo asks us to celebrate whisky, but that doesn’t mean it can’t be enjoyed all the year round. Those suggestions to visit a whisky bar, try a bottle you’ve never heard of before, or host a tasting with friends are all things that can be enjoyed throughout the year. Why only show our appreciation of a good dram in an over-romanticised day of pressure to attain a perfect moment?
Rather than cram an entire year’s worth of sentiment into 24 hours, International Scotch Day, as well as World Whisky Day, International Whisk(e)y Day and any other kind of Day, should be a time to reflect on our appreciation for the whisky we love.
Go visit a distillery at another time of year, make whisky pancakes in the autumn, drink Highballs in winter. Experiment, discover and learn, because the more you get to know the thing (or person) you love, the stronger that love will grow.
What am I doing this Valentine’s Day? I’m spending the day celebrating the big love of my life – I’ll be at a distillery drinking whiskey.
07 February 2018
I keep telling people I only watch the BBC’s Bargain Hunt television programme because it’s broadcast at lunchtime, but recently I’ve found myself watching all sorts of antiques shows and now am putting in bids for unlikely things (a bust of Dante? A Georgian bureau/bookcase which I have no space for?), so I think you can say I’m hooked.
And in case you think a Georgian bureau is a ludicrous expense, let me remind you that brown furniture is extremely cheap at the moment, and you’re better off buying an antique than trotting off to Ikea.
From this viewpoint, I look at auction houses as being places staffed by decent people who assess, seek out provenance and who, in the heat of the auction, will encourage people to buy, but will always be honest and fair in their assessment of the true value of the object. You trust them.
Which leads me, seamlessly, to the Malt Mill saga of last week. A whisky which no-one had ever seen before, ‘a unicorn whisky’ as the auction house called it, suddenly appears on the market.
That in itself isn’t that unusual. Most of the ‘Italian Job’ fakes were whiskies which no-one had ever seen before, appearing in volumes which ought to have alerted people to their dubiety though, despite the warning cries of ‘gift horse’, ‘too good to be true’, ‘caveat emptor’ and ‘are you really sure about the five Vermeers in the attic?’, folks went ahead and snapped them up.
Bargain hunting: Despite auctioneers’ best efforts, not all whisky sold at auction is guaranteed genuine
What set Malt Mill apart from other whiskies which – how shall I put this? – skirted on the borders of the plausible, was the caveat which the auction house put on the lot:
‘As a disclaimer, we… must say that we have had our experts scrutinise this mystical little wonder, and it is impossible to comment either way as to whether it is what it says on the tin. This, of course, adds to the esoteric awe and contemplation associated with this lot. It is ultimately up to the bidders to set the tone!’
In other words a polite way of saying: ‘Mebbe aye, mebbe naw, ‘sup to you.’ Or, in English [Thanks – Ed], we can’t prove it isn’t, so maybe it is; a stance which, it could be argued, doesn’t exactly err on the side of caution. Still, it was close enough for someone to shell out £3,400 for the miniature.
The story of its purchase was intriguing, as it boiled down to: ‘A mate of mine bought it off someone in the pub,’ which is an interesting approach to provenance.
Not wishing to cast aspersions on any licensed premises on Islay, but I think that most people who have frequented one of these drinking establishments have been offered something at some point. I know a man who was found in the ditch on the way home from one, moaning: ‘I bought a cow! I bought a cow!’ as the beast munched contentedly above him. At least it wasn’t a unicorn.
I believe that people who buy at auction assume that the seller is honest. I believe this is the case because those people also believe that the auction house has run checks on the item to satisfy themselves that it is kosher. As buyers, you trust their expertise.
I think we, naively, also believe that the auction house has a moral responsibility to run those necessary checks and balances to satisfy themselves (and the potential buyer) that what is being sold is, to their best belief, what it purports to be.
In other words, we as potential buyers think that the houses have done more than just believing the man in the pub story and that they have experts on hand who can indicate that they have reservations about bottles.
But read the small print. Here’s terms and conditions from a highly reputable auction house:
‘X makes every effort to ensure that the Catalogue and description of the Lot are accurate, but X makes no warranty to that effect.
‘All Statements whether made verbally or in the Catalogue are statements of opinion only and neither X or its employees or agents will be responsible for the accuracy of any opinion given. Each Lot is sold by the Seller with any and all errors of description, faults and imperfections.’
Here are three different specialist whisky auction houses’ take on the same issue:
‘In the event of a dispute arising over the provenance or authenticity of any Lot, if it cannot be proved beyond reasonable doubt to be genuine (and we shall be the sole judge as to authenticity and our decision shall be final) the Lot will be returned to the Seller and no monies will be due to either party. We reserve the right to refuse any item for auction, especially where there are questions regarding authenticity of the Lot.’
‘All Listings will be prepared and submitted by the Company but will be based upon the information which you provide.’
‘Should there be any doubt on the authenticity of an item, the onus is on the seller to prove it. In the event this cannot be done, the item will be returned at the full cost of the seller.’
All say the same thing, but say it slightly differently. Some suggest they will check, others say it’s up to the seller, others that we’ll do our best but if we make a mistake it’s not our fault. This doesn’t just apply to high-profile bottles such as Malt Mill, but to every bottle of whisky that comes up at auction.
An auctioneer’s job is difficult, at times almost impossible, so this isn’t a criticism of them. They are honest people. Rather, it is a warning to all of us who might be tempted to enter that market. Read the terms and conditions. Do your research into the whisky – and the house’s expertise.
It’s your money, but I have to confess that someone saying: ‘Well, to be honest, we’re not sure but, what the hell, it’s up to you’ fills me with the same sense of security as I get from the guy in the pub selling me that ‘genuine’ Rolex.
I’m worried about that bureau now. Does anyone know anything about Georgian furniture?
31 January 2018
The reaction to Diageo’s alleged experiments with Scotch saw monocles dropping. Tequila cask-finished whisky? Where will the madness lead to? What’s next? Tartan whisky? Whisky aged in space? Whisky flavoured with blackberries (© N Boyd)?
None of the Diageo ideas seemed particularly outrageous to me, given we live in a world where bottles of pea-flavoured water sell for £28 (more expensive than many single malts). To many they appeared to spring from the world of Harry Potter’s Diagon Alley – which maybe should be renamed Diageon Alley.
Just because they were thinking of them doesn’t mean that any would have seen the light of day. There’s less of pushing the envelope about the notions, more of being scribbled on the back of one. In fact it would be more surprising if a company of Diageo’s size wasn’t looking at new ways to think about Scotch – after all, this is how categories grow over time.
Diagon Alley: Diageo’s ideas are like something from the world of Harry Potter
Take the Tequila cask, for example. Would Sir Alexander Walker have used Tequila casks if Scotland had been an importer of the spirit in the 19th century? You bet he would, and the only reason that the cask wouldn’t be permitted today is because there is no evidence (as yet) that it was used in such a way in the past, thereby putting it outwith the tradition.
The same, by the way, goes for Calvados which, for me, is as much of a shame. Imagine Caol Ila (which often has more than a whiff of mezcal about it) given a resting period in ex-Tequila casks, or Calvados casks adding a subtle fruit to a Scotch, increasing its complexity.
But was that the actual reason for the Diageon Alley Task Force? According to the Wall Street Journal, the rationale was ‘to explore “whether potential regulatory, technical, legal or other barriers are constraining” Scotch’. It was less a failed attempt to foist outrageous new expressions of Scotch on an unsuspecting market and more of a kite-flying exercise.
Diageo knew that the ideas would be slapped down by the Scotch Whisky Association (SWA), which then allowed it to reveal the true reason for the project: to see whether the SWA was ‘overreaching its remit’.
That is far more interesting, as it suggests that the trade body’s biggest member is flexing its not inconsiderable muscle and suggesting that things need to change. After all, the second part of the Diageo response to the SWA’s decision apparently raised ‘the scope for reform’.
Might that happen? There does seem to be a more nuanced air about some of the SWA’s pronouncements recently. In an interview last month, chief exec Karen Betts said she saw ‘more flexibility’ in how the regulations could be interpreted (and never forget the SWA interprets the law, not lays it down).
As we have pointed out ad nauseam here, there is considerable flex within the regulations, to the extent that it might only be the interpretation which needs to be revised to allow a new flow of innovation.
If the products of Diageon Alley have done their job and are now safely back into the NPD department of Gates’ Wizard Wheezes, could this new, more pragmatic attitude to the regulations see a sensible resolution to the ongoing debate over transparency? It’s my understanding that there is now a willingness at SWA HQ to discuss the intricacies of an issue which will not go away.
The old SWA default setting of ‘no’ is being replaced by ‘let’s consider’ and, while the tradition will always remain a pillar of what helps to define Scotch, it should never be used as a blunt instrument to restrict thinking, or prevent whisky moving forward.
As Japanese paper maker Eriko Horiki once told me: ‘Today’s tradition is the innovation of the past; today’s innovation is the tradition of the future.’ We always move forward. Maybe that path has now been made slightly easier to travel.
24 January 2018
We had been sitting in the terminal, frantically trying to find alternative ways to get to Seattle as the ferry had docked with mechanical problems. It wasn’t looking good.
The options seemed to be: wait until tomorrow and hope; catch a different ferry to Vancouver, then bus it to Seattle; or hire a car in Vancouver; or get the train. I was beginning to feel like I was stuck in a John Candy movie.
Then the announcement came. ‘It’s ok, folks, we’ve had divers down and they found a log stuck in the engine. This has been removed and we are good to go.’
Cue 300 people cheering. It was only once we were under way that we began thinking: ‘Log? Engine? Is this really safe?’ Not the ideal start to the trip, but we were, finally, on the move.
The idea of things being unable to sail along smoothly seemed to echo what we had just left behind in Victoria, with the heavy-handed application of an absurd clause in the law. In fact, ways in which whisky’s potential flow was being stalled had become a theme during the past couple of weeks of my stravaiging in northern climes.
The week before, in Norway, I’d discovered how distilleries were unable to sell their whisky in situ, but only at the state-controlled stores which, in remote locations, could be many hours away.
Whisky makers are constantly working within a world of restrictions. In some cases, it can be positive. Understanding constraints and then enhancing what you have is a fundamental element of creativity, but there are also restrictions which have been imposed by mindset. That's what was now coming into focus a couple of days later when I sat with five glasses of new make in front of me.
Mind-blowing: Five new make samples, four barley varieties, one distillery
The first had a rich, malty, roasted nuttiness with a clean, lightly floral taste; glass two smelled of tomato soup/fruity Italian tomato sugo, with added fat, dark fruits; the third was desert-dry, like corncobs, hay and beansprouts, with a taste of toasted sunflower seeds; the fourth light, sweet and malty; and the final glass floral and lifted, with a zingy, citric, apple flavour.
Nothing that unusual in that, perhaps. Malt whisky is, after all, about singularity. Five distilleries, five different new makes is what you should expect. Single malt Scotch has been built upon distillers’ ability to manipulate the simple ingredients of barley, water and yeast into different shapes.
It’s done by malting (if smoke is being added), mashing, fermentation, reflux, condensing and cut points (we’ll leave yeast out of this for the moment). Tiny tweaks which result in maximum impact.
All of these, however, were from the same distillery, Seattle’s Westland. What’s more, the first two were distilled the same way, the remaining three another way.
Their stark differences in flavour hadn’t started at the distillery, or in the maltings, but in the field. Four of the five were made from different barley varieties (numbers one and four were the same variety, the standard US malting variety Copeland, distilled two different ways).
Of the others, that tomato soup one was the ancient variety Purple Obsidian; the parched desert one was Talisman; the zingy, lifted one was NZ (it was originally named Richard, and then Fritz, which I think were better). All were grown locally.
Here you had one distillery creating a wider range of flavours, not through process, but varietal. Now imagine what other elements could be layered on top of that through roasts, smoke, yeast, distillation – and then oak.
My mind was blown. This was the concept of place, writ deep. Westland’s master distiller Matt Hofmann beamed. ‘You see? Amazing, isn’t it? Now imagine if this philosophy can be extended, and how these varieties could pick up different identities in different microclimates.’
I’ve touched on creating flavour in the field before but, bar tasting bere barley distillate, it has been theoretical. Now, here the potential of a radically expanded palette of whisky flavours had been revealed.
Holistic approach: A flavour-led philosophy can benefit all, says Matt Hofmann
For it to work, however, a series of relationships has to be established. ‘All of these, bar Copland, were rejected by the system, but we knew we had to go for it,’ explained Hofmann. ‘If this idea of new varietals is to build momentum, though, you need partners to make it happen.’
Thankfully there are like-minded individuals working in Washington State’s Skagit Valley. It is where cereal geneticist Stephen Jones established his Bread Lab, which trials thousands of potential new crops, all grown for flavour.
The work done with barley is, in turn, giving local farmers the incentive to plant more profitable malting barley strains, rather than the feed barley which they traditionally planted as part of the rotation system to ensure healthy soil for their main crop – be that tulips or potatoes.
There was an issue, however. Even if you could persuade the farmer to grow the varietal, it still had to be malted – and the systems used by the large maltings were set up to process varieties which germinate within a set time period. None of these varieties fitted those parameters – restrictions emerge once again.
What, though, if you designed a maltings which was at the service of the varietal instead? Enter Skagit Valley Malting and the creation of a flexible process which can be tailored to the specific quirks of each varietal.
Just as whisky production is an interlinked chain, here is a similar level of interdependence from soil to distillery. The restrictions, the ‘we can’t because’ mentality, has been broken and creativity can flow. As Hofmann said: ‘If we think solely how flavour can be expanded and improved and made more compelling through the entire process, then we all benefit.’
Philosophically, creatively, this makes sense. Can it happen in Scotch? Of course it can. The restrictions there aren’t down to legislation, but to mindset and a compartmentalised approach to agriculture and food production which works against true, deep, interdependence.
But we could easily see micro-malting, and different varieties being used, and a new stream of whisky start to flow. The log just needs to be pulled out of the engine.
17 January 2018
Thankfully beers named Morning Glory, Deep Throat and (this is ridiculous) Thong Remover are few and far between these days, but as an article featured on the BBC News website this week attests, sexism continues to plague the beer industry.
It’s an issue that doesn’t simply lurk on the leery labels of some poorly conceived craft beers, but according to many women working across the trade, transcends the entire industry. Uncomfortable tales of sexual harassment and misogyny are rife, and far too common. Take beer writer Melissa Cole’s experience of being groped at an industry event by a guy whose only excuse was that he’s ‘a silly old man’. Or the unnamed ‘old-fashioned’ brewery that hires women to work behind its bars as an ‘attraction’ for its male patrons.
While vulgar labels and product names aren’t prevalent in Scotch, the BBC’s article could just as well have been talking about whisky. Our industry is just as full of misogyny, as one would assume is the case with any male-dominated sector. Too many times I’ve been referred to as ‘that woman’ in a condescending tone, or told I can’t possibly like whisky or know anything about it because it’s a ‘man’s drink’ (this last comment most recently from a stranger while queuing at a Waitrose checkout). Last month a man even asked if he could stroke me.
Whisky pin-ups: Women have been exploited to sell whisky and beer for too long, says Paskin
Incidents like these aren’t a daily occurrence, not for me at least, but they are a reality for many women working in whisky, and beer. It’s partially the result of decades of women being exploited in advertising campaigns as a supporting act to the male lead.
With the fallout from Harvey Weinstein’s alleged sexual misconduct, and the publication of major companies’ gender pay differences, the issue of sex discrimination is at the forefront of international news just now. The spotlight on women’s issues will only get brighter this year, which makes the proposed new whisky release from Johnnie Walker all the more perplexing.
According to labels submitted for approval to the US Alcohol and Tobacco Tax and Trade Bureau (TTB) this month, the world’s largest Scotch whisky brand is soon to introduce a Jane Walker edition, featuring a female Striding Man.
As Diageo, the brand’s owner, is yet to reveal full details of its new Jane Walker edition, it’s too early to comment on its intentions, though perhaps the release is a defiant statement about the power of women, and is being timed to coincide with International Women’s Day on 8 March. Perhaps a proportion of sales are to be generously donated to women’s charities around the world.
Diageo is a staunch supporter of gender equality in the workplace, having been voted one of the top FTSE100 companies for featuring women on boards and in leadership roles. It operates schemes to train, employ and empower women in emerging markets, and has been a sponsor of a women’s literary prize.
Ban ahead?: Many voices in brewing have called for sexist beer labels like these to be prohibited
Considering its credentials, one would hope the expression is a demonstration of the iconic brand’s support for gender equality, rather than an ill-judged attempt at attracting female drinkers by sticking a woman’s name on the bottle. Anyone remember the sweet, pink, bizarrely named Qream liqueur (it's a cream liqueur but also the 'Q' is for queen, apparently) launched by Diageo in collaboration with Pharrell Williams? Designed to ‘celebrate the beautiful, independent and sophisticated women of today,’ Qream bombed, and resulted in a multi-million dollar lawsuit.
People are individuals, and have their own likes and dislikes not pertinent to their sex. Despite the lingering everyday sexism, the whisky and beer world has come far in establishing gender equality in the industry. The Campaign for Real Ale (Camra) will now only select businesses as its Pub of the Year if they ‘avoid causing offence to any sections of society’, while sexist beers are set to be banned at many UK festivals and competitions. Meanwhile, more women than ever are working in leading roles in brewing and distilling.
09 January 2018
Words. Never quite enough, are they? Language. It gets us so far and then it somehow… falters as you grasp for the right way to get some message across. You come across that phenomenon every day, when even the most articulate of people, the greatest orators, somehow fail to quite achieve what they intended. Language is slippery, allusive and elusive. Some feel it is what limits our world.
That’s how this piece was always going to start. I was unsure of what to write in the dog days of the post-festive period when plans are being formulated and news seems scant. What new thing can be said about whisky on a week like this? Probably plenty so, as I’d engaged in some lengthy tasting sessions, I was going to try to worry away (again) at the notion of how we taste, and how communication is about so much more than just what is said, or written.
Loving soul: Carl Reavey touched the lives of many, not just on Islay but in the wider whisky world (Photo: Carney James Turner)
By concentrating on sight, sound, smell, taste and touch, we miss out body and mind. The way we look at the whisky in the glass should be no different to the way we look at anything in the world. It only makes sense if you fully engage with it and then communicate your feelings in whatever way seems fit. It can go beyond language.
So those were the thoughts. Rambling perhaps, but again that’s what happens when you seem to have time on your hands. Then something happens to remind you that you don’t; that the elusive spirit in the glass, so transitory, is also a reflection of where we are: a metaphor for our condition.
There’s a bitter irony to that realisation, because the final whisky I tried in that last session was Bruichladdich. Then came the news that my friend Carl Reavey had died. ‘My’ friend, as if it was only me. Carl was everyone’s friend.
Hugely generous, enthusiastic, quizzical, the sort of person who seemed lit by some unreal energy, always eager to learn, and talk, and share. Someone who knew the meaning, the real meaning, of being human. Someone who could communicate not just in words, but in his actions, and with his whole, huge, loving soul.
He did it about Bruichladdich, of course, but he was equally at home with birds, and bikes, and music, and farming, sea rowing, food. No topic seemed to be out-of-bounds when you talked to him. His life was a lesson in true communication. It was there in his deeds, not just his words.
The glass of his life seemed always to be the fullest, there for us to share. Now it is drained, but it is not empty. The memories remain, they float in air, in our senses, our thoughts, our hearts and hopefully in our actions.
Farewell friend, and thank you. You have no idea how much you will be missed.
08 January 2018
‘I got a really lush whisky for Christmas,’ a friend told me last week. ‘I can’t remember the name but it’s got these little monkeys stuck on the bottle.’ I wonder what that could be. Perhaps it’s the eye-catching bottle design, the accessible price point or the brand’s laid-back ‘street’ personality, but I bet a pound my whisky-drinking friend wasn’t alone in receiving a bottle of Monkey Shoulder for Christmas. The blended malt has become so popular among new whisky drinkers, that it’s been named the trendiest Scotch whisky brand by trade magazine Drinks International for four years running.
Each year the magazine polls the global bar industry’s ‘inner circle of influencers’ – award-winning bartenders and bar owners frequenting various awards lists such as The World’s 50 Best Bars, Tales of the Cocktail’s Spirited Awards and various local Time Out awards – on their favourite spirits to work with, most popular classic cocktails and best-selling brands.
Three Monkeys: The blended malt’s eye-catching bottle has helped it gain recognition among consumers
Monkey Shoulder, it turns out, is the most requested Scotch whisky at the world’s leading bars, trumping the likes of best-selling Scotch Johnnie Walker, and luxury malts such as Macallan. Kudos to Monkey Shoulder, but despite its popularity among guests and advent of quirky bar tools for the trade, bartenders overlooked it as a spirit they love to work with. In fact, not a single Scotch whisky featured among the 10 top ‘Bartenders’ Choice’ brands – the trade’s so-called desert island spirits.
It’s no surprise that in the midst of the current gin craze a premium gin like Tanqueray was named the most popular spirit among cocktail bartenders. The list reads like a who’s-who of the spirits world – rum, Tequila, mezcal and even Japanese whisky get a mention – but Scotch appears to be the unpopular kid no one wants in their team. The Macallan ranked in 11th place, a position largely attributed to its popularity among the strong Asian contingent surveyed for the report (Asia comprised 28% of respondents).
Scotch’s absence from the 10 most popular brands may be a symptom of the dearth of classic Scotch cocktails served in the world’s best bars – only three (Blood & Sand, Penicillin, Rob Roy) featured among the top 50 best-selling classics in the last year. Sadly no Bobby Burns in sight, to my dismay. Meanwhile the Bourbon-based Old Fashioned, Whiskey Sour and Manhattan all made the top 10 (that said, no American whiskey made the Bartenders’ Choice ranks either).
Have Scotch cocktails become ‘uncool’, or is their absence a result of a deficiency in brand-led education? Report editor Hamish Smith believes there to be a ‘lack of investment behind bars and bartenders that you don't see in other brown spirit categories’, which hasn’t helped change the belief in some countries that Scotch whisky shouldn’t be mixed.
Modern classic: The Penicillin was the best-selling Scotch cocktail at the world's best bars
As with all sectors, new trends begin with innovators and key influencers, and gradually trickle down to the mainstream. Much of a drink’s success starts with these bartenders, who pass on recommendations to their guests. The bar is a playground for consumers to experiment with tasting new drinks and flavours without the financial commitment of buying a full bottle, and in many ways the world’s high street bartenders look up to the world’s best. If they aren’t excited by Scotch, their peers won’t be, and they certainly won’t be recommending it to their guests. It’s up to Scotch brands to excite bartenders in the first place. That’s where education begins, and that’s where change will happen.
The more brands invest in assisting the creativity of the world’s best bartenders, the sooner we will see a resurgence in Scotch-led cocktails, and even an improvement in the quality of whisky serves in mainstream bars, an issue Scotchwhisky.com raised just last week.
Perennial events such as Old Fashioned Week are a welcome step forward in encouraging bartenders to use Scotch in traditionally American whiskey cocktails (an event Monkey Shoulder sponsors), but to really turn heads the industry needs to get behind a best seller that’s owned by Scotch. Could the Penicillin be Scotch whisky’s Old Fashioned? A short, shaken drink consisting of blended Scotch, lemon juice, honey-ginger syrup and smoky Islay whisky, the cocktail is a crowd-pleaser that appears to be gaining in the popularity stakes – Drinks International ranked it as the 15th best-selling cocktail, having risen four places this year alone.
If ever there was a cocktail a trendy Scotch whisky like Monkey Shoulder should get behind, the Penicillin is it. The brand has just launched a peated expression exclusively for bartenders after all. I know what I'll be ordering.
03 January 2018
I don’t know about you, but I’m still not sure what day of the week it is. Not because of any over-indulgence, but because this is the time of year when, though you may know the date, you haven’t a clue what the day might be.
This probably comes in part from most of us working on a schedule where our days of non-work are fixed. All of that goes oot the windae during the festive season.
As a result, time seems to stretch. The same effect is in play even if you have been pushed back into work mode while the rest of us have been luxuriating on the sofa, wondering whether or not to pop to the pub or fit in just one more slice of pork pie.
The misbehaving of time allows you to spend more time with friends and family, to read that book you always wanted to, to go for walks. In turn, that leads to resolutions that we will make time for those activities throughout the year.
This feeling of slowness (not lassitude or laziness) becomes increasingly important in an environment where speed dominates. Instant response has become the norm, communication has been cut down to a few keystrokes, reaction is more important than consideration.
Whatever you say has to make an immediate impact: so better make it punchy, controversial, offensive. It is the best way to make your voice heard, which these days means you have to be present and commenting constantly, whether you have anything to say or not. Knowing you exist is not enough; you have to prove that you do.
The lust for immediacy leads to an inability to analyse – why bother when everyone has moved on? – or to plan for the long term. It’s easier to send off a quick quip or run an instant check on Google than actually to research and think before saying something.
Every second counts: Why is speed so often valued more highly than quality?
Having information at our fingertips doesn’t make us more intelligent, it just means we have access to more snippets of it. I’m ever more attracted to the option taken by Bartleby, the Scrivener in Herman Melville’s story, where he responds to each request: ‘I would prefer not to.’
We see that within whisky. The need for a new story per day, the instant reaction to a new whisky, the (overly) speedy response to a perceived gap in the market. Even maturation has fallen foul to the lust for speed.
Maybe it’s not that new. At Christmas, The Scotsman reported on the release of documents from the National Archive revealing how, in 1951, Mr AJ Menzies, managing director of Fettercairn, had invented a process ‘for accelerating the maturing … of whisky which reduces the maturing time from about five to 10 years to a few hours’, which was kicked into touch by ‘Government scientists over fears it could undermine the industry by encouraging overseas imitation’.
It’s not stopped folk from trying to speed things up ever since, however. Much has been made of recent developments which claim that whisky or rum can be ‘matured’ in just a few days.
What I’m still baffled by is why we need to do this. Why does everything have to be fast? Is it not more important to concentrate on making things better, rather than quicker?
Is Smash better than home-made mashed potato? Instant coffee better than espresso? Pot Noodles better than noodles in slow-simmered dashi? Is… [Ok Dave, we get the message – Ed].
Perhaps whisky’s complexity and balance is something to do with slow integration and not extraction; maybe it is about letting trees grow for more than a century, or peat to amass itself over thousands of years.
Maybe whisky isn’t about rushing, but quietly listening and understanding the words and actions of the past, and developing them, moving them on, gently, slowly.
Appreciate time. Allow it to stretch. We don’t have a lot of it.
26 December 2017
‘Can you tell where I can get a good one of these?’ ‘I’ve never heard of that drink, it’s amazing.’ ‘How exactly do you make this?’ These phrases and questions seemed to follow me around the world this year. The mysterious drink in question is the Highball.
Those of us who love whisky tend to forget that we live in a bubble and make the assumption that everyone knows as much as we think we do – or are as interested as we are. In reality, the majority of people just want a decent drink – which is what the Highball is.
The fact that whisky and soda is still an outrageous concept says to me how much work still needs to be done. I mean, how hard is it to take a glass, pour in a slug of whisky of your choice, throw in some ice, and top it up to the strength you wish with your chosen mixer. One gentle stir and there it is.
Simple serve: A Whisky Highball contains a dram and a mixer of your choice over ice
Technically, that’s a simple drink to make. Psychologically, it is a huge leap of faith. After all, haven’t we been told that whisky should never be adulterated in any way – other than with a garnish of opinion and pontification that is.
Things are changing. Brands are beginning to embrace the Highball – who could have imagined Smoky Cokeys being served at Lagavulin during Feis Ile? – but that doesn’t mean that the job is over. In fact, I suspect it has barely begun. The new Highball drinker is as likely to be one of us, someone who already drinks whisky. Converting existing whisky drinkers is vital – we are after all keen proselytisers for the drink and can therefore spread the word – but the aim must always to be to get new drinkers who may never have tried whisky before.
From a brand perspective that requires taking a long-term view and being consistent in your message – look at Jameson for evidence of how that can work. It also means not just working with top end whisky bars, but high volume outlets. The battle will have been won when we see Scotch Highballs being drunk as a matter of course in Wetherspoons. Can it be done? I suggest the Scotch industry takes a look at Japan…
The key to the Highball’s success is its simplicity. This is ‘teach a man to fish’ territory: glass, whisky, soda, ice, now go and make your own and tell your friends. Simplicity is also key to Scotch’s future success because it also means being clear-sighted in terms of vision, and uncluttered by contrived marketing.
Simple is often the hardest thing to do. It lies at the heart of the idea that whisky – and single malt especially – is inextricably linked to place. It is fascinating to see how many of the new distilleries are all engaging with the land on which they stand, and their communities.
‘A local distillery for local people’ can have an ominous League of Gentlemen ring to it – a xenophobic mistrust of outsiders. Instead, local means being engaged with the wider world.
‘An understanding of terroir lies in accepting our resources and constraints,’ Fred Revol of Domaine des Hautes-Glaces, said to me earlier this year. ‘The only way we can be happy in a globalised world is to have a sense of place, because it is diversity which makes the world richer.’ The clarity of that statement should lie at the heart of 21st century whisky.
Simplicity is also at the heart of the innovations which are now beginning to emerge within Scotch, such as the extraordinary return of rye. What they say to me is that distillers are looking at the most basic element within whisky – flavour. That is what brings new drinkers into Scotch and keeps them there and while the processes involved may seem complex, the underlying intent is straightforward and clear – create new and compelling flavours for people to enjoy.
Rejoice in diversity and grab that soda.
20 December 2017
Spoiler alert: the three editors responsible for this website get to choose their three whiskies of the year next week, and guess what? Three out of the nine drams in question aren’t Scotch.
That’s not deliberate. There’s no masterplan at work here, no purposeful attempt to put Scotch in its place and suggest that better and more imaginative whisky-making is being practised elsewhere.
We’re not using the increasingly diverse and dynamic world of ‘world whisky’ as a stick with which to beat Scotch (© Jim Murray’s Whisky Bible), but maybe the choices do say something about the changing face of whisky at the end of 2017.
It’s a big world and, practically speaking, there’s no logical reason why you can’t make whisky of a similar standard to Scotch in any country on Earth. Hey, we’ve known that for decades. There are simply more people succeeding in doing it now, putting their own, local twist on the whisky template, and rightly gaining more attention for doing so.
This changing world casts Scotch in the role of complacent incumbent; the flabby Roman Emperor doomed beneath the siege of the raw, but vital, Goths, Visigoths and Vandals. Has there been complacency? Yes. Is that the dominant mood today? No.
Apart from anything else, the same, iconoclastic tide of new wave distillers (let’s avoid the c-word) is as present in Scotland as in other whisky-making countries and, as this movement gains traction, laziness is not a safe option.
Global threat: Scotch whisky is responding to challenges from around the world
Single estate whisky; rye and other cereal grains; barley variety and provenance; yeast types; experimental fermentation and distillation regimes. And so on, and on, into as yet uncharted waters.
When a big-time distiller gets grumpy with a newcomer for bringing an innovative style of Scotch to the marketplace ahead of them (ask me afterwards), you know that there’s more to this than mere tinkering and half-hearted experimentation. This is real.
Look back at the rye question. Yes, InchDairnie’s doing it. Bruichladdich’s doing it. Lone Wolf is doing it. Arbikie, it turns out, was doing it two years ago (without telling anyone). But Diageo’s doing it too, and not just playing around with it at Leven, the company’s pilot plant, but at two of its established distilleries.
The liquid results of Diageo’s experimentation will end up, if the rumours are true, in a bottle labelled ‘Johnnie Walker’ – the Bobby Charlton/David Beckham/Leo Messi (delete as age-appropriate) of Scotch whisky, and surely the last haven for complacency, if complacency were the default option.
One of the problems is that established companies – Diageo, Chivas Brothers, William Grant, Edrington – have a position in the market that makes them wary of being seen to make mistakes. That means that such experiments tend to stay under wraps until they succeed.
Rye revival: But some experiments are kept under wraps until the time is right
That only matters in terms of perception. The reality is that we’re a few years into a period of unparalleled innovation and dynamism in whisky as a whole, and in Scotch in particular. Where will it lead us?
The new generation of start-up distillers (no, I still won’t use the c-word) tends to generate more heat than light, exciting a narrow audience of über-geeks and leaving the wider, more casual audience of whisky cold. A bit like the impact of the more outré creations of Paris Fashion Week – more academic than practical.
But, when the bigger companies begin to follow the example of the newcomers – even to lead the charge – everything changes. There’s some fantastic Scotch whisky on the market right now, and not all of it is sold for an astronomical price, but how about what is to come?
By all means wax nostalgic about the whiskies of half a century ago, and bemoan their passing, but I’d rather look forward, to the great whiskies being created today, and in the years ahead. I’ll say it: we’re entering a golden age for whisky, and Scotch is ready to play a full part in that.
A positive note on which to end 2017, and begin 2018. Happy Christmas, one and all.
- New whisky reviews: Batch 135
- Ardbeg to double distillation capacity
- Worm tubs: the inside story
- Rare whisky reviews: Batch 32
- Islay’s single malt expansion
- The Glenlivet 12 returns to UK this summer
- New whisky reviews: Batch 134
- Famous whisky drinkers: Katharine Hepburn
- First regulated rare whisky fund launches
- Over £25m of rare whisky sold at auction
Latest news 02 February 2017
First event is planned for 10 February – the birthday of Johnnie Walker pioneer Alexander Walker.
Latest news 10 January 2018
It’s back! Take a tour of the Diageo archives to mark the annual Scotch celebration.
The whisky virgin 09 March 2017
The Whisky Virgin was flying high after an enlightening International Scotch Day tasting.
From the editors 22 June 2016
If whisky enthusiasts hate on NAS, caramel and grain, it’s only because they really love Scotch.