China’s thirst for Scotch is being driven by single malts, not blends, finds Dave Broom.
We start our whisky life with a moment of sudden clarity, when the whisky speaks to us directly. We may have drunk whisky – maybe even this brand – before, perhaps regularly, but this time it is somehow different.
The dram need not be special in terms of rarity, or price, or being the ‘best’ that a range offers. Rather, the combination of the situation, the people and our mood triggers a wholly emotional response. This thing called whisky becomes something greater than just the liquid. The gateway swings open. Our heart has spoken.
This came to mind during a six-day tour of China, taking in Guangzhou, Xiaman, Shantou, Shenzhen and (now) Beijing. Living out of the case (albeit in rather swish hotels), talking to bloggers, bartenders, retailers and punters about the juice.
All the folk were in some way associated with the Diageo Whisky Academy (DWA), an astonishingly bold initiative on the part of the distiller to try to teach as many people in China about whisky as possible.
In the few months since its launch, more than 4,000 folks have entered its three-tier certification scheme. Some will be content with the grounding given by Level 1. By the time that those who are really smitten reach Level 3, they are fully-fledged whisky warriors. It is a category-building programme – competitor brands are given equal status – the like of which I’ve not encountered before.
Engaging the brain: We are insatiable in our desire for whisky information, says Dave Broom
Anyway, I was on stage, about to start a flavour-led run-through of production, when I had second thoughts. The students had read the books and done the classes. They knew their wort from their washbacks, their cut points from their condensers, the differences between oak types – all the stuff that, these days, comes with being a whisky lover.
This is how we all progress. We start with the heart but, once the door is open, our head takes over. That moment of revelation is quickly followed by a mass of questions: how is it made, what is that flavour and why is it there, what goes on at that part of a distillery, why does that distillery do this and its neighbour do that? Names, figures and statistics; books, websites and talks. We become insatiable in our desire for information.
It is a natural response and it is a good one. The fact that whisky shows are growing in number, that courses like DWA are prospering, that a website like Scotchwhisky.com exists, is proof of how much interest there is. All of it is essential if whisky is to build and grow (and if all that juice which is about to flood onto the market is to be sold).
And now for pleasure: When heart and head work together, whisky can be truly joyous
The downside of this is that we can forget what made us turn to whisky in the first place – that moment when our heart spoke. Shunryu Suzuki once wrote: ‘If your mind is empty, it is open to everything. In the beginner’s mind there are many possibilities; in the expert’s mind there are few.’
Too true. The intellectual clutter gets in the way of the honest response to the glass. We all need to get back to that beginner’s mind. So that’s what I spoke about.
In some schools of karate, when you achieve the top grading you are given the same white belt of the beginner. It says: you know this intuitively, you are not using your mind any more, but responding naturally and openly to what is in front of you.
It’s the same with whisky. We can make whisky as complicated as we want, but should never forget that it is a really simple proposition: a drink made from humble ingredients which hopefully speaks to your heart as well as your head.
Later that night, at Shenzhen’s new go-to bar Whisky Life, I watched Hidetsugu Ueno (the legendary bartender from Tokyo’s Bar High Five) effortlessly creating great drinks (his new creation, Queen Mary, a mix of Singleton of Glen Ord 12 Year Old, Pimm’s and Suze, is a delight) for the same people who had been at the classes listening attentively.
The music was up, the lights low, the laughter loud, the whisky flowing. After the head-focused afternoon, it was time for the heart to take over again. When both work together, it is marvellous to behold.
- Pro tips to improve your whisky photography
- Berry Bros launches new Perspective Series
- Dewar’s Double Double launches in duty free
- The fake news fallout of Lidl’s Queen Margot
- New whisky reviews: Batch 191
- Barley innovation is key to whisky’s future
- What is the true taste of Irish pot still?
- Clynelish and Cardhu revamp plans revealed
- Rare whisky reviews: Batch 60
- Tomatin 1975 joins Warehouse 6 series
From the editors 19 December 2018
Whisky must adopt a different approach to tap China’s market potential, writes Dave Broom.
Latest news 26 January 2017
World’s biggest Scotch whisky company returns to growth in China following austerity struggles.
Latest news 27 July 2015
A new £3m rare whisky investment fund has been established in China.
From the editors 03 March 2016
Do recent shipment declines signal the end of Scotch whisky’s long-running export success story?