Westland’s master distiller on US single malt, the success of Garryana and challenging convention.
Sometimes we can get so immersed in our own interests that we forget the rest of the world doesn’t necessarily have the same level of knowledge or experience. Many readers of Scotchwhisky.com will no doubt be able to explain the simplest differences between Bourbon and single malt, but – as Glenfiddich’s Jennifer Wren can attest – ask a stranger in the street and you’ll likely be met with a blank face.
That said, general knowledge of whisky is increasing – we’re a curious bunch, and whisky naturally encourages exploration, what with all its complexities and scientific wonders that seemingly stray into the realms of magic.
They say toddlers are like sponges, soaking up every word and fact, including the most surprising (and random) pieces of information, but I think the same is true of whisky enthusiasts; frankly anyone who’s fascinated by a particular subject. When we’re inspired by something, when a topic ignites our curiosity and leads us down that rabbit hole, our thirst for knowledge can be insatiable.
For the most part, we also have a tendency to believe what we read or are told by authoritative sources – the ‘experts’, be they lecturers, brand ambassadors, tour guides or journalists – why wouldn’t we? But it’s this element of trust that makes it so vitally important that these educators are educated themselves, and teach the truth.
One of the most explosive responses to an article published by Scotchwhisky.com – coincidentally almost a year to the day – was to an exploration of the role brand ambassadors have in dispelling whisky myths and clichés. Yes, I’m going there again. But before the trolling commences, bear with me.
Truth or propaganda?: Whisky enthusiasts put their trust in experts’ assumed knowledge
One cross-category myth that is arguably perpetuated more than any other is that Irish whiskey is more accessible to new drinkers than Scotch, because it isn’t peated. Never mind the fact that Ireland also produces peated whiskey, and the more glaringly obvious fact that around 90% of all Scotch is unpeated. I’ve heard this statement several times in the past 12 months, including during a tour at the Jameson Bow Street experience in Dublin, and most recently in a whisky seminar at the Tales of the Cocktail bartender conference in New Orleans just last month.
When a respected figure – tour guide, writer or ambassador – tells an audience of eager, novice drinkers that all Scotch whisky is peated, they are going to be believed, regardless of whether that statement is true or not. Those listeners are then going to tell their friends, their bar’s patrons, and thus the message spreads like an ‘alternative fact’ on Facebook.
In the heart of Dublin’s old town, Jameson Bow St. is one of the largest whisky attractions in the world, drawing thousands of visitors every year. It’s a powerful mouthpiece for showcasing Irish whiskey to global visitors, and – quite worryingly – it’s my understanding that that particular mistruth is part of the tour guides’ script. Bizarre for a company that’s also the world’s second-largest Scotch whisky producer.
In the same Tales seminar, whisky enthusiasts were also told by one ‘craft’ American distiller that ‘Scotch whisky producers don’t think barley has any flavour, but we do,’ and, ‘we’ve used 10 barley varietals in the past year, which is more than the Scotch industry combined.’ Perhaps most disconcertingly, that ‘none of the Scotch producers believe the strain of yeast matters – why would you not care about the quality of your ingredients?’
Whisky Mecca: Jameson Bow St. is one of the most-visited whisky attractions in the world
Not one of these statements is true, yet when the educator is a respected figure they are more likely to be taken as fact. There is no excuse for category or brand bashing to make an ambassador’s own appear more revolutionary, unique or interesting. The cynic in me would say it’s basic propaganda designed to improve image and increase sales.
Perhaps, however, part of the issue is a lack of knowledge from the educators themselves. Some are trapped in their own category bubble – because their world is comprised of Irish whiskey, or Bourbon, or American single malt, or Scotch for that matter, the fundamentals of other categories are elusive. Yet in order to teach you need to be able to see the whole picture, rather than inflate an opinion based on the one piece of the jigsaw in your hand.
At the recent World Whisky Forum held in the Cotswolds, various distillers from across the world spoke of their plans to distil rye whisky, but not one communicated their story in a way that denigrated another distillery or country. There’s a real sense of collectiveness among global distillers, a sense of sharing experiences and innovations for the benefit of the entire whisky world. That’s the spirit of the global industry, and something every educator needs to remember.
This isn’t ‘Brand Ambassador Bashing: Season 2’, but rather a timely reminder that as consumers we need to keep our minds open, and that the industry needs to be more aware of the entire whisky universe, rather than just what’s happening in their own backyard.
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