The Murray Marsala Cask Finish is the second in the collection to have a wine cask finish.
‘You do know, don’t you, Dave…?’ When anyone starts a sentence like that, you can expect them to quickly follow up with evidence that you don’t know at all and that they are, in this case, your intellectual superior. Think of it as passive aggressive jousting. ‘You’ll never guess what I’ve found out’ is so much friendlier.
There is little you can do in this situation as they are going to tell you anyway. If you are aware of their (not very) remarkable revelation, you have two option: disagree with them, or provide extra information which trumps their rather basic understanding of the topic, a course which is fraught with danger as their passive aggression is immediately forgotten and you end up looking like a smug, know-it-all bastard, which obviously you don’t want.
In this case, I accepted that my ignorance was once again being exposed by their intellect. ‘You do know,’ they continued, ‘that after an hour’s lecture people only will remember four or five facts?’
Now, I didn’t. So interested was I in this remarkable fact, that I (almost) forgave him his approach to the subject. He continued, at some length, as to why. The fact that I can’t remember anything more than this opening gambit proves it must be correct. Our brains are sieves.
Four or five things? Can this be true? Well, as they say, 75% of statistics are made up, so it might not be. Let’s, however, assume that it is. This is a statistic which, if true, should cause any whisky speaker/educator/ambassador or ‘master’ to wake up at 3am in a cold sweat.
‘What did he just say?’ … ‘Absolutely no idea.’
Most masterclasses last for an hour – sometimes 90 minutes. They have been carefully crafted to include half a dozen drams, detailed information, pictures, all sewn together by the passion of the presenter.
Imagine, all of that effort… wasted. You might as well sit the victims down with four drams, say five things and pack them off. Or think about what might work better.
For example, an excessive reliance on numbers doesn’t work. All that the listener will remember is that a number was used, and pluck one at random from their fuzzy memory. This is particularly important to people who, like me, have dyscalculia and failed their Maths ‘O’ Level twice.
Talk of flavour, rather than in scientific formulae. You might be interested in the precise angle of a lyne arm, but I can bet that 98% of most people won’t be. The 2% who are will ask you, fear not. Most people are interested in who makes it, where it is made, what it tastes like and where those flavours come from.
The professionals know this already, but it also applies to any bartender selling a dram, or when you explain whisky to your newbie friend.
Our passion for the cratur can easily lead to us turning people off whisky because of the complex information we dump on them. Whisky is there to be enjoyed in a relaxed way, so relax when you tell your friends about it. As Louis Armstrong sang: ‘We have all the time in the world.’
Oh, and please don’t start a sentence with: ‘You do know, don’t you…’
- Game of Thrones whiskies launch in Europe
- Suntory Ao aids Japanese whisky transparency
- New whisky reviews: Batch 182: Game of Thrones Single Malts
- What would a no-deal Brexit mean for Scotch?
- How are Scotch whisky regions different?
- Scotch ‘marketing genius’ Hugh Mitcalfe dies
- New online course teaches whisky basics
- Monkey Shoulder named best-selling Scotch
- Rare whisky reviews: Batch 56
- New whisky reviews: Batch 183
From the editors 17 October 2018
Sometimes too much choice makes it hard to see the wood for the trees, says Dave Broom.
Festivals and events 03 October 2018
The Whisky Exchange Whisky Show scaled up for its 10th anniversary edition in London.
Latest news 12 September 2018
The hand-built surfboards are the latest Beyond the Cask initiative from the single malt.
Latest news 20 August 2018
The bottle of Private Collection Glenlivet 1943 surpassed its initial £30,000-£40,000 estimate.