Brand ambassadors propagate whisky mythology, rather than dispel it, argues David Tjeder.
What drew me to Çannakale, an apparently unremarkable small city in the north-west of Turkey, was a fascination with conflicts ancient and modern: the nearby ruins of Troy, home to Hector and Paris, besieged by Achilles and Agamemnon; and the early 20th-century tragedy of Gallipoli, a byword for strategic military blundering and human slaughter.
On that solo overnight bus trip from Istanbul more than a quarter of a century ago, I got into a conversation with a local man from the European side of the Bosporus. It was he that raised the issue of politics, and relations with Greece – I would never have dared, having seen first-hand the blistering hatred with which each nationality viewed the other, fuelled by the conflict on Cyprus.
He – and others I met during my brief stay in the area – described a different world in terms of Greek-Turkish relations. Here, where the countries’ only land border runs, there was more than grudging respect; there was trade, there were familial connections, friendships, love.
United front: Germans stood atop the Berlin Wall days before it was torn down (photo: Lear 21 at English Wikipedia)
Çannakale came to mind earlier this week as I listened to a radio report from Presidio, a city in western Texas, located in what is known as Big Bend – a huge loop of the Rio Grande/Rio Bravo river that divides the US from Mexico.
Presidio overlooks the river, and therefore the border, and the links between the area and its Mexican neighbours run deep – as in Çannakale – into family, business and culture. I guess it’s always harder to hate your neighbour when you can see into their eyes.
It might play well in other parts of the US, but President Trump’s election pledge to build a wall between the US and Mexico is greeted with a mix of horror, disbelief and derision here, as much for its geographical impracticality as for its sheer inhumanity. Technically difficult, if not impossible, an unnecessary division of people who don’t wish to be divided – and almost certainly doomed to fail in its central aim.
Where do the walls exist in Scotch whisky? In a multi-billion pound industry, where power has increasingly come to rest in the hands of supposedly soulless multi-national enterprises, you would think that the barriers would divide those involved in producing the stuff.
Counter-intuitively, that isn’t necessarily the case. Check out Angus MacRaild’s report of last week’s An Evening with the Blenders event at the Scotch Whisky Experience, which united luminaries from Diageo, Suntory, Irish Distillers, Edrington, William Grant, Glenmorangie, Nikka, Whyte and Mackay, and Triple Eight Distillery.
According to Richard Paterson, the good humour and open-hearted candour that characterised the event are a million miles away from the prevalent spirit when he took his first baby steps in the whisky industry half a century ago.
Sure, the respective sales forces of Diageo and Pernod Ricard might enjoy some ‘healthy competition’ when plying their wares in bars from Shanghai to San Francisco – but among the blenders the accent was on generosity, mutual respect and camaraderie.
Perversely, as relations have become warmer on the production side of whisky, they appear to have moved in the opposite direction among a noisy minority of the people who claim to love it. People who, as Dave Broom has previously noted, appear happier when trashing the modern whisky world than when celebrating it.
Two months after that 1989 trip to Turkey, I was at home watching in tears – like millions of others – as triumphant Germans ripped apart the Berlin Wall and joyfully reunited their divided city.
Back in 2017, would it be too much to ask for a little of that spirit to find its way into the online whisky discussions and social media streams – if not in the corridors of power in Washington and beyond?
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