Brand ambassadors propagate whisky mythology, rather than dispel it, argues David Tjeder.
‘What is the piece of technology you would like to see removed from your discipline?’ It’s fair to say none of us were expecting that as an opening question. While panel discussions are rarely as benign as a post-match Wimbledon press conference, this one was a doozie. ‘Dave,’ said host Angela Clutton, ‘perhaps you could start?’ A tip to anyone planning on sitting on a panel soon – never be seated next to the host.
It’s hard to think what to get rid of in distillation. I mean, without the equipment you can’t, er, distil. After what seemed an unseemly delay I put chill-filtration units into Room 101 for daring to remove mouthfeel.
#LoveBorough: The market has bounced back in defiant fashion from the events of 3 June
Catriona Felstead MW of Berry Bros & Rudd went for the spinning cone which reduces alcohol levels in wine, but ‘removes its soul’. Wish I’d thought of that line. Dan Tapper from the Beak Brewery went for filtration – hey, a theme! and old mucker Tony Conigliaro of The Drink Factory went for bad cocktail books.
We were all on stage at the latest of the excellent Borough Talks, held at London’s Borough Market to talk about the state of play in our respective branches of the drinks industry: wine, beer, cocktails and spirits; and also to give advice on how to start a career.
I’m always slightly amused by this last one as I didn’t exactly plan a career – maybe a background in improvised music finally paid off. Listen, ask why, never think you are an expert, and pass on the information humbly was what my careers advice came to.
That there was consensus was the most rewarding element of the evening. Do the hard yards, get stuck in, work in retail, listen and learn… we all agreed.
Tony summed up how the drinks trade is evolving when he said: ‘To create chaos, you need a lot of order. The more ordered we have become, the more creative we've been.’
Any move forward has to be disruptive, but in order for that to happen you have to have a structure; there’s no use just flinging every idea at the wall and seeing what sticks. That’s a waste of time, energy… and money.
His conclusions mirrored Felstead’s talk on minimum intervention winemaking in what used to be called the New World. This involves having the guts to step back and allowing the wine to make itself, which takes enormous skill, faith... and money. It’s like a musician understanding silence (that improv training again).
Tapper picked up the theme. His is an intriguing model. He’s a nomadic brewer who moves around the country, borrowing tank space: I envisage him descending on wires, Mission Impossible-style, into a brewery at night, pockets bulging with hops, yeast under his balaclava.
He acknowledges that some of the beers he makes won’t make money, but those are the ones which have helped establish his style: he mentioned a porter being aged in Bolney Estate wine casks, or another made with raspberries foraged around the outskirts of Leeds. Create the personality, focus on provenance and quality.
On the panel (l to r): Angela Clutton, Dave Broom, Catriona Felstead MW, Dan Tapper and Tony Conigliaro
If the same questions had been asked 10 years ago, the answers would have been very different. There would have been little consensus. Instead the four arms of the trade would have looked with mild amusement on the activities of the others. There was little dialogue, no co-operation and precious little consensus. Now shared themes exist and are welcomed and acted upon.
I’d seen some of Felstead’s colleagues the week before at the Imbibe Live trade show. In the old days there was an invisible line. On one side sommeliers sipped, on the other bartenders caroused.
That barrier has gone. On the Berry’s/Fields, Morris & Verdin stand there was whisky, gin and rum as well as Lustau’s Sherries and vermouth – the last two being the hot trends in bartending. There is now no separation, no ghettoisation of the drinks industry. We are in it together and have common goals.
That this manifested itself at Borough Market was appropriate. I started my writing life opposite the market, drank in its pubs early in the morning and watched the site transform into one of the world’s great food centres – produce from around the world next to the best of artisanal British, be that meat, fish, cheese or drink.
Borough is a celebration of the local and the international, of the diversity of food cultures alive in Britain, a community to browse and graze in and, with every mouthful or sip, you see connections and learn that little bit more about how the world should be – which is what we do when we take a sip of a new whisky, or wine, or beer, or Sherry.
A community, in other words, and one which remained resilient after the hideous events of 3 June. London didn’t reel, the traders reopened the market and the place got on with doing what it does so effectively, showing how the world can come together. #LoveBorough.
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