Britain’s first female Prime Minister, ‘The Iron Lady’, believed in whisky to give you energy.
‘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.
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