Glen Moray’s distillery manager is set to join Ireland’s Dingle distillery in October.
‘Whisky is for everyone’ is an easy line to throw into a conversation. It sits there alongside ‘it’s all about flavour’, ‘drink your whisky whatever way you want’, or ‘blends are as good as malts’ phrases, which drift ever downwards through repetition into cliché, paying lip disservice to their truths.
None of these phrases are wrong; they should act as the foundation of the way in which we all talk of, understand, and educate about whisky. They have to be more than words, though. They have to be backed up by deeds and belief.
The failure to act on them is why I wasn’t too surprised to read the account of a recent whisky show for ‘high rollers’. After all, the industry has been slowly, insidiously gravitating towards this grouping for a number of years. Perhaps the rest of us have tried to ignore it, or wished it might go away – or at least be balanced by a more open and welcoming attitude. That clearly hasn’t worked.
You cannot say: ‘Whisky is for everyone,’ if you corral it into an area which is only accessible for one grouping, and then praise them for being ‘an elite’.
Global spirit: Scotch whisky’s success is not down to an elite few
They already feel that they are the only ones worthy of this whisky because they have the money, the power and (it would seem) the right sort of genitals. You have just fed their already bloated sense of entitlement. They’re not interested, or passionate, or intrigued about whisky. It exists simply to further boost their egos. It is ‘theirs’ – ie it is not ours. That’s how elites operate.
‘Don’t get worked up Dave, it’s just a few rich guys.’ No. It’s more than that. If the universality of whisky is not key to education, then we have all failed. If its qualities aren’t actively demonstrated through talk, and action, laughter and fun, then this ‘elite’ will own the narrative, one which declares that ‘old is good’, ‘single malt is the best’, ‘price is a determinant of quality’, and ‘it is for us and not you’.
In their dreams they look down from their gated apartments at us and wave their tumblers. ‘You can aspire to this,’ they sneer, ‘but you can never afford it, or become one of us.’ It’s the Kardashianising of whisky. Scotch ceases to be a drink for everyone; it is an object for a specific group and it is tainted by association.
All of this runs counter to everything that Scotch should stand for. Whisky is democratic. It is a drink made from humble ingredients, which are elevated by way of skill, art, experience and intuition into a liquid that encapsulates place, mood, emotion and time. At its best, it speaks to your heart.
Throughout its history, Scotch has always managed to balance the seemingly contradictory notion that it is a drink of the farmer and the working class, and the drink of the gentleman in his club. It has done this because its message has never been: ‘I am a whisky drinker, therefore I am better than you.’ It is why it became a global spirit.
Reject elitism: Whisky is not a commodity reserved for rich men
There is an important difference to be drawn between Scotch as a signifier of success and becoming a drink for an ‘elite’. Everyone measures their personal success in different ways. Buying a bottle of Johnnie Walker Red Label, or Ballantine’s Finest is as much a reward for someone with little money as a rich person buying a bottle of King George V or Ballantine’s 30-year-old. Scotch succeeded because it never defined itself as a drink for a specific class, creed, or colour (sadly, it’s struggled to say it’s also for women, but that’s changing).
Now, however, we see brands, blenders, distillers forgetting that important point and positioning whisky as some form of lifestyle choice for this self-perpetuating, self-aggrandising clique.
Can you stop them drinking it? Of course not. That’s as absurd as their inferred argument that the rest of us are not worthy. What the whisky industry can do, however, is stop pandering to them, stop saying something to one group of people and something else to the rest of us.
‘How do you know when a politician is lying?’ goes the old joke. ‘When his lips move.’ If we cannot believe in what we are being told, if we suspect that brands themselves are looking down on the majority of existing and potential drinkers, then what hope is there? Whisky’s message must be consistent and egalitarian because it belongs to all of us.
Every year after this particular show, friends come up to me and say: ‘It’s hideous, but I hold my nose and attend… because… you know…’ Well, enough.
Have the courage to stand up for what you believe in.
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