Whisky brands must always be mindful of the need for education over lifestyle experiences.
While writing this, I’m ensconced in a farmhouse close to Arcos de la Frontera which is, conveniently enough, a mere 30 minutes from the delights of Jerez. This means that, for purely professional reasons, much Sherry is being consumed.
The Nomad bodega: Bridging the gap between Sherry and Scotch
It’s been too long since I was in Jerez. I was here on a frequent basis during my wine writing days and for a couple of spirits-related visits, but then the trips seemed to dry up. Hey, these things happen. It didn’t mean I stopped drinking Sherry.
It was a time when bodegas were closing, and the Sherry industry was caught in seemingly terminal decline. The producers maintained their passion and belief in quality, but the world seemed to have gone deaf to their appeals.
It was also a salutary lesson on the lack of influence of writers. Every year we would write articles on how versatile and remarkable Sherry (or Port, or German wine) was, and every year all these sectors would lose more cases.
And now? Bartenders are in love with Sherry, chefs and sommeliers praise its ability to partner food and, more importantly, a new generation of drinkers is discovering its complex delights. Sounds familiar, doesn’t it?
Sherry’s symbiotic relationship with Scotch runs deep, and yet it’s long struck me that the two industries have never quite understood each other fully.
Yes, there is the Sherry cask, but there is considerably more to discover about what that actually is, and how the whisky industry ended up with the type of casks it now uses. Whisky lovers who love Sherried whisky have quite often never tried Sherry. There is a huge opportunity for closer links and joint efforts.
Maybe things are changing. What was scheduled to be a two-hour trip around González Byass’ bodega with the firm’s charming ambassador Alvaro Platos ended up being in excess of four hours as we tasted, talked and shared.
The visit included a look at the Nomad bodega that houses a blend made by Richard Paterson of Whyte & Mackay, which was married in oloroso casks in Scotland, then shipped to Jerez for a second period of finishing in PX. It’s not legally Scotch (obviously) but it is a drink which forms another bridge between Scotland and Jerez.
Hybrid whiskies are becoming more common and, while some don’t work because the impulse is a contrived one, Nomad does because it is a genuine collaboration between winemaker and whisky blender. More on that later.
Take your time: Dave Broom enjoyed a four-hour tour of Sherry producer González Byass
Talking of collaborations, I’ve just been told that the recent whisky rancio talk has been given the Golden Spirit Award as the top-rated seminar at this year’s Tales of the Cocktail. It, too, was a joint effort – Ryan Chetiyawardana’s genius with flavour and ease of explanation about bartending skills and philosophy; and the extraordinary ability of restaurant Noma’s Arielle Johnson to explain microbiology in a way that all could understand.
We had thought that we might be able to entice 60 geeks into a small room. Instead, we sold more than 200 tickets. I think that shows how deep the desire for knowledge about Scotch is, and in turn how to use that information to make ever greater drinks.
It demonstrated the links which could exist between cutting-edge food science, blending and bartending, and how that could then be applied in practical ways to enthuse even more people about whisky’s flavours.
None of it would have been possible without the backing of Ewan Morgan, the national director of the Masters of Whisky programme, who saw the opportunities within what was a pretty arcane area and gave us access to hugely expensive blends to prove our points – the moment when Chetiyawardana and I poured Johnnie Walker Blue Label and King George V into giant orange buckets will live with me forever. He, and Diageo's Dr Nick Morgan, also helped us tap the brains of Maureen Robinson and Keith Law at Carsebridge.
It all showed how powerful education can be and why brand-focused activity can only be one aspect of a wider engagement with a new whisky-loving community. It was, it strikes me now, in line with what the Masters of Whisky programme was all about.
And now, if you don’t mind, the internet is being turned off. There’s a cold copita with my name on it.
- Diageo whisky production faces strike threat
- Irish whiskey is smooth and light… right?
- ‘Earliest’ whisky still mention found
- Hanyu Full Card Series set to break record
- Bladnoch’s Pure Scot rapped for ‘sexist’ ads
- Royal Salute adds new 21-year-olds to range
- Macallan distillery up for Stirling Prize
- New whisky reviews: Batch 210
- Whisky’s curious medicinal history
- Jim Beam faces fine over warehouse blaze
In depth 10 August 2016
The end of Diageo’s educational programme signals a major change in philosophy for the company.
Latest news 09 August 2016
The influential US education and mentoring programme will close with the loss of about 40 jobs.
Festivals and events 25 July 2017
From hedonism to geekiness, with Scotch whisky playing an ever more significant part.
Festivals and events 19 July 2015
Dwarves, apes, and William of Orange's campervan distillery. It could only be the last day of Tales.