Brand ambassadors propagate whisky mythology, rather than dispel it, argues David Tjeder.
From the Editors
Shorts from our editorial team
18 August 2017
I’ve never met two brand ambassadors the same – their responsibilities differ from company to company, from personality to personality and market to market. Some have backgrounds in blending or distilling, while others have been bartenders, writers or enthusiasts in past lives.
Some have qualifications in whisky production, while others are just beginning their whisky journey. Where one ambassador can make a killer Whisky Sour or quote The Savoy Cocktail Book verbatim, another can intricately explain the continuous distillation process or name all of the enzymes involved in saccharification.
Usually, thanks to some form of in-house training and years already spent loving whisky, their presentations are informative and engaging. On occasion they can be blindingly brilliant – innovative, entertaining and eye-opening – but sadly from time to time – and thankfully it’s relatively rare – our beloved ambassadors can get it wrong. Perpetuating tired marketing language, enforcing ways to hold a glass or drink a whisky, asserting opinion as fact – this is one way myths are spread.
Nobody’s perfect; everyone has a different approach and there’s always something you won’t know the answer to. Even David Stewart, Balvenie’s master distiller who at the age of 70 received an MBE for services to whisky, will tell you he still hasn’t learned it all.
Inclusive message: Ambassadors have a duty to represent whisky as a whole, not just their brand
No two are the same, but the one thing all brand ambassadors have in common? They’re educators. They are whisky’s mouthpieces. Whatever their knowledge, background or brand alliance, ambassadors have a direct link to consumers, bartenders, the trade and press. Their voices are powerful. They are listened to.
A cynic would argue that a brand ambassador’s only job is to sell their company’s whisky through any means possible. However an ambassador is not just a messenger for their brand, but for whisky as a whole. One cannot exist without the other.
You wouldn’t expect an ambassador to bite the hand that feeds them and deliver a presentation that didn’t support their brand’s story, but allegiance should be with the industry, not just the brand. It would be foolish of them to communicate a message that’s unbeneficial or, worse, damaging to the industry as a whole.
I’m proud to say I’ve never heard an ambassador disrespect their competitors (although I once had a rival brand’s pen confiscated on a press trip – I got it back at the end. It was a nice pen). Those who do brand-bash eventually become blacklisted by their peers. For the majority the message is never ‘our brand is better because’, always ‘our brand is different because’, and surely variety is part of what makes whisky so fascinating and globally popular.
What are brand ambassadors good for? It always comes back to education, engagement and enjoyment. They ignite our interest, our curiosity, our passion.
They are responsible for dispelling myths, particularly those damaging whisky’s image as accessible and enjoyable, but they can also be responsible for spreading them too. The conversation should always come from a sound knowledge base, and never, ever turn to why one brand or style is better than another.
Varying USPs and brand marketing approaches, and contrasting viewpoints on production processes and maturation styles inspire debate and discussion. Are worm tubs better than shell-and-tube condensers? Do single malts offer more flavour than blends? Is terroir really a thing? They’re provocative questions, and I hope nobody ever really agrees, because the day people stop talking about whisky is the day that whisky gets dull.
20 February 2017
Hands up who went to visit Diageo’s mysterious snake in a bottle the other week? It’s a rarity for the Johnnie Walker owner to open its Menstrie archive to the public (in celebration of International Scotch Day on 10 February), but exceptional to discover a 19th-century bottle of whisky containing a pickled snake.
Yet Diageo’s archive is full of curiosities, 500,000 of them, from historic bottlings (complete with resident spirits, sans snake) to ledgers, paintings, photographs, vintage adverts, life-size horse sculptures and even a replica hot air balloon. Some day David Beckham’s distant ancestors may visit Menstrie for an episode of Who Do You Think You Are? to dig out the memorabilia associated with his launch of Haig Club.
It’s one of the most comprehensive catalogues of a whisky company’s history in existence, and takes a team of six archivists to maintain and grow. Sadly such a thorough and tenderly curated archive is extremely rare in Scotch, which is shocking when you consider the wealth of heritage in the category dating back hundreds of years.
Whisky log: Chivas Brothers’ archive at Strathisla contains details of the company’s past bottlings and whisky recipes
Scotland’s largest whisky companies all began collating serious archives during the 1980s and ’90s. Chivas Brothers’ archive at Strathisla is in the hands of senior archivist Chris Brousseau, Dewar’s is in the hands of Jacqui Seargeant in Glasgow, The Glenmorangie Company’s history is in the hands of Iain Russell in Livingston, while Glasgow University Archives has records from Laphroaig, deposited when Whitbread’s spirits division was sold to Allied Lyons in 1989.
Despite the applaudable efforts of some parties, frustratingly too many whisky producers keep no record of their brands’ histories at all. Not even for those produced as recently as the 1970s or 1980s. No details of when they were first produced, no visual reminders of packaging designs, and no log of blending recipes. Their bottlings are produced, sent out the door and forgotten about.
Would you raise a family without logging your children’s first words, their first steps, or without taking photographs of ridiculous hairstyles for their future offspring to ridicule? We compile photographs of family celebrations, diaries and birth and death certificates to remind us of our own faded memories, but also to show our future generations who we were. What we did.
The credit for the Diageo archive’s meticulousness goes firstly to the group’s predecessors at the Distillers Company Ltd (DCL), which had the foresight to hold onto material relating to many of today’s oldest brands, such as Johnnie Walker, Buchanan’s and White Horse. It helped that the brands were the products of some of the most prolific and successful marketers in the industry, people like James Buchanan and Peter Mackie, who nurtured their creations like children.
Following the takeover of DCL by Guinness in 1986, the resulting company, United Distillers, enlisted the assistance of archivist and historian Dr Nick Morgan to establish an archive for the company’s history. Afraid of losing some of its history as a result of the merger, Morgan was entrusted to compile as many artefacts relating to the companies’ history as he could find. In two years he filled three floors of an old warehouse with memorabilia.
Alexander Walker’s blending book: records of past blends can help inspire the whiskies of the futureEagle-eyed readers may have noticed our Whiskypedia section expanding lately. Very soon this section will include details of almost every Scotch whisky distillery, brand and company over the last 200 years or so. It will become the largest information resource for Scotch whisky online. It’s not an easy job compiling thousands of pages of company and brand histories, but it’s made that much harder, often venturing into the realms of the impossible, when producers keep no records of their own.
Keeping an archive not only helps journalists like us build something as in-depth and historically accurate as Whiskypedia, but it also enables companies to draw on their rich past, resurrect brands or production techniques, or bring vintage marketing material or labels back to life. It helps create lineage for brands, and a sense of heritage which, apparently, is what millennials seek in their purchases these days.
My globetrotting colleague Dave Broom returned from the inaugural World Whisky Forum in Sweden last week with reports of the whisky fraternity – large and small producers alike – sharing experiences and advice.
I was thrilled to hear that among the discussions of innovation and traditional production techniques, Ludo Ducrocq, head of ambassador advocacy at Glenfiddich owner William Grant & Sons, had stressed the importance of new distillers establishing their own archive from the off. ‘It will save money in the long term,’ he said. ‘An archive protects your legacy, it tells the story, it adds value and allows you to learn from mistakes.’
Not all brands have been lucky enough to have meticulous owners like the DCL or United Distillers. Many were passed from owner to owner with any collection of past marketing material or notes lost along the way, if they ever existed at all. One company may have started an archive, only for it to be considered superfluous by its next owner.
Archives should be considered as important as the distilleries brands are produced in, and in this digital age there is really no excuse. My hope is that all whisky producers, not just this new wave of distillers, start documenting material right now. Understanding our past is what helps us to move forward.
After all, curating an archive is like setting a footprint in stone. Without it, the past is simply washed away with the sands of time.
Archives to visit:
While the Chivas Brothers archive is not open to visitors, and Diageo’s Menstrie archive invites history buffs in just once day a year, there are several attractions across Scotland that welcome history buffs to immerse themselves in their whisky heritage.
The largest public collection of whisky, with bottles dating back to 1897, is at the Scotch Whisky Experience on Edinburgh’s Royal Mile. It’s a fascinating, somewhat magical experience to be surrounded by so much whisky history.
Meanwhile, some distillery visitor centres do do their brands justice, such as the Dewar’s experience at Aberfeldy in Perthshire, The Famous Grouse Experience at Glenturret distillery in Crieff and The Glenlivet distillery in Moray, each of which have interactive tours designed to bring the brand’s past to life.
06 January 2017
It seems new Scotch whisky distilleries are like buses. In the last two years, five have begun distilling single malt – Arbikie, Harris and Glasgow in 2015, and Inchdairnie and Torabhaig in 2016 – while, over the next two years, we can expect a flurry of them. More than 20 if all go to plan.
Increasing interest in single malt Scotch, particularly from the US and Europe, is driving investment in maturing stocks, rare bottlings and – on a larger scale – new distillery builds.
It’s an exciting time for the single malt drinker, especially for those who have been concerned that newcomers to Scotch would ‘drink all our whisky’. Give it a few years, and we will never have had more choice of single malt Scotch.
The last time there was a distillery boom of this scale was in the 1890s. Around 40 new distilleries were built in that decade alone to cope with overwhelming demand for malt whisky for use in blends, but by 1912 the same number had closed. Although a major contributor to their decline was the Pattisons’ crash of 1898 – an unfortunate incident of fraud and betrayal that led to the downfall of many distilleries and blenders – there are still many parallels to be drawn between the boom periods of the 1890s and 2010s.
Torabhaig distillery: One of the newest distilleries to open in Scotland this century
In Victorian Britain, blends, which had a softer appeal for more delicate palates, found favour south of the border so that by the mid-1880s it was an established spirit style for grocers and public houses.
Major blending houses opened flagship stores in London, and introduced brand names for their blends, such as White Horse by Mackie & Co, and Pinch by Haig & Haig, for mass appeal. Blends and malts were also sold to grocers who blended and bottled them under their own labels, and in turn set up further outlets in overseas markets. John Walker & Sons established a hub in Sydney in 1887, succeeding in making Old Highland, the precursor to the Johnnie Walker range, the best seller in Australia.
Marketing exploded in a way it never had before. Adverts were placed in periodicals, attractive mirrors, ceramics, miniatures and jugs were produced, all bearing the names of blends, distilleries and whisky companies. In 1897 Dewar’s produced the first advert screened in cinemas, at what must have been a huge cost at the time, and went on to erect the largest mechanical neon sign in Europe on the Thames Embankment in 1911. Quite simply, whisky advertising spend was huge.
Perhaps now we are at the cusp of our first parallel between the 1890s and 2010s, where marketing in the present day means pumping millions into global advertising campaigns, TV commercials and huge billboards, and enlisting the faces of celebrities like ex-footballers David Beckham and Michael Owen.
As a result, back at the end of the 19th century liquid was becoming difficult to procure, and so investment was piled into building new distilleries and expanding existing ones. New distilleries built in the 1890s included Craigellachie, Strathmill (then called Glenisla-Glenlivet), Glen Mhor, Balvenie, Benriach, Imperial and Knockdhu, while those rebuilt and extended included Clynelish (Brora), Cragganmore, Glenkinchie, Glenlossie and Macallan.
Sound familiar? Malt whisky may have been destined for fillings in blends, but the level of investment in the industry was at an unprecedented level, much as it is now. Moss and Hume remark in The Making of Scotch Whisky that: ‘After 1895, when it became clear that real growth, rather than recovery, was taking place, investment in whisky became fashionable.’
Investment in whisky became fashionable. The rise of whisky investment vehicles and auction websites is proof of the same trend recurring more than 120 years on. Everyone wants a slice of the Scotch whisky pie.
Crowdfunded: Phil and Simon Thomson used crowdfunding to finance the build of Dornoch distillery last year
Back then, the majority of new distillery builds eschewed traditional locations on the west coast and Islay in favour of sites in Speyside. The shift reflected the trend in blending – Speyside malts offered a different spectrum of flavours than could be typically found elsewhere in Scotland. Barley from Speyside was also plentiful and exhibited a high yield, while peat and coal were easy to obtain. By the 1890s the local railways were efficiently run, making the transportation of coal cheaper and easier. Speyside distilleries moved from drying their barley with peat to coal, thereby establishing a new regional style.
Note now the locations of many new distilleries being planned in 2017-19: islands with no previous history of legal distilling; the Borders and major cities like Glasgow and Edinburgh where malt distilling has been extinct for several decades; remote farmsteads in the Highlands. Not one of the seven new distilleries planned for 2017 will be in Speyside – all part of a necessity for each to boast its individuality. In a modern market where single malt is becoming crowded, USP has never been more important.
By 1899 the amount of whisky stored in Scotland’s warehouses had grown by more than 575% to 13.5m gallons. The Pattisons’ crash was disastrous, and signalled the end of the boom in malt distilling, the First World War then sealing the fate of many. Malt whisky output fell from a high of 16m gallons in 1898 to 10m gallons just two years later. The industry was arguably heading for a bust anyway, as growing stocks far outweighed the value of whisky at the time.
Will this be where we draw our last parallel? In recent years a decline in Scotch exports led some distilleries to reduce output to regulate their stocks five to 10 years down the line – in 2014 Diageo announced a freeze on its planned £1bn investment in increasing capacity at its distilleries, including shelving a new distillery build at Teaninich and expansion of Clynelish and Mortlach distilleries. A strategy designed to avoid repeating the same mistakes as their Victorian forbears.
Stock management is the lynchpin of Scotch whisky’s success – get it right and value and demand remain happy bedfellows, whereas overproduction in a saturated market could see a repeat of the 1900s crash. It’s all a game of crystal ball-gazing, predicting the popularity of single malt in the future. Unlike the 1890s stills, most of these new builds are aimed at the single malt market, not blends.
An influx of new distilleries may signal greater consumer choice (particularly where flavour experimentation is concerned) and a vibrant, ‘fashionable’ industry to invest in now, but their success hangs on whether the industry can learn from the mistakes of the past.
That said, there are several trump cards modern distilleries have that their Victorian ancestors lacked, including a thriving gin market, whisky tourists, and social media.
19 October 2016
When it comes to drinks awards ceremonies, it’s always the recognisable names called to the stage: the celebrity distillers and blenders, the globally-renowned brand ambassadors, the trend-setting bartenders. It’s often those already in the limelight that are given recognition for their achievements, as is the nature of the awards beast. You have to be known to be nominated.
That’s not to say their praise is undeserved. These are people who give themselves over completely to their work, for the promotion and sustenance of the drinks industry, all for our enjoyment and the enjoyment of future generations. These are the drivers of innovation and keepers of tradition, the passionate high achievers who go above and beyond. They are the practitioners of craft and skill on a never-ending quest for perfection. But they aren’t the only ones.
Some awards can only be bestowed upon one recipient each year, making it near-impossible to recognise the achievements of all those deserving praise. The Scotch whisky industry, however, has developed its own tradition of ensuring that all those demonstrating dedication and outstanding achievements are given apt acknowledgement.
The Keepers of the Quaich (pronounced ‘quake’) is a semi-secret society that you may only join if invited. You don’t choose it; it chooses you. To be inducted as a Keeper is recognition of an outstanding contribution to the Scotch whisky industry for at least five years and anyone, anywhere, in any manner of role within the industry, can be nominated to join – as long as they’re worthy. There are now more than 2,500 Keepers and 150 Masters of the Quaich (who have at least 10 years’ service as a Keeper), hailing from all over the world.
Raise your cups: The bi-annual Keepers of the Quaich toasts the success of many Scotch whisky contributors
Inductions take place during one of the society’s grand, bi-annual ceremonies, held at the imposing Blair Castle in Pitlochry. It’s a Scottish Cinderella’s ball, complete with red carpet, ball gowns, kilts, pipers and plenty of toasts, all presided over by Sarah Troughton, Lord Lieutenant of Wiltshire and grandmaster of Keepers of the Quaich, and the Atholl Highlanders – Europe’s only private army.
This autumn’s ceremony, held on Monday evening (17 October), inducted 47 new Keepers and five Masters. Among them were master blenders and distillers, but also independent bottlers, event organisers, whisky retailers, still makers and regional directors, many of whom have been a part of the industry for several years, quietly making their mark without fanfare.
Among them was Alison Morton, head of Asia market access for the Scotch Whisky Association, whose work has been instrumental to the support of many Scotch brands launching in the region.
Niall MacGinnis, director of corporate security at Diageo, has for the past seven years provided vital support to the world’s largest Scotch producer on improving cyber and physical security.
Jean-Baptiste Mouton, who recently became general manager at Pernod Ricard Chile, had for the past four years founded the whisky producer’s first office in Angola, ensuring the company’s Scotches, such as Chivas Regal and Ballantine's, reached consumers in the region.
Johnnie Walker, the world’s largest blended Scotch whisky, is used to attracting awards for its liquid and the talent of its master blenders. Rarely does its global brand director, Guy Escolme, who has 14 years’ experience working in whisky, gain recognition for his dedication to the Scotch industry.
Eduardo Heusi Pereira is the global head of liquor at travel retailer Dufry in Spain; Julie Fortin is owner of Importation Epicurienne in Quebec, Canada; Thomas Ewers the owner of independent bottler Malts of Scotland in Paderborn, Germany. I could go on, but you’d be reading this all day.
Medal of honour: Keepers of the Quaich receive a medal and are eligible to wear the society's registered tartan
The Keepers of the Quaich are from all walks of life and devote the same level of enthusiasm to the promotion of Scotch whisky as any whisky ‘celebrity’. We should never overlook them, or the work they do to ensure Scotch remains a drink loved by people from Beijing to Birmingham.
Scotch whisky’s success hinges on the dedication of thousands of people, not a select few names in lights.
It is a huge honour to be selected as a Keeper. I should know; I was made one on Monday as well, although when surrounded by so much talent and achievement, often by many with infinitely broader experience and knowledge than myself, it’s also a remarkably humbling occasion.
12 October 2016
‘Let’s talk about the rules of whisky,’ an English female – not Scottish male –voice narrates, as David Beckham and his chums laugh over glasses of Haig Club Clubman and Coke in exciting, lively scenarios. Welcome to the single grain whisky brand’s first UK TV advert, designed, according to Beckham himself, ‘to highlight that there is no right or wrong way to enjoy whisky, as long as you enjoy it, that’s all that matters’. It’s a stereotypical millennial’s dream – trendy parties, city rooftop card games, car bonnet table tennis, desert dancing.
So what are these rules Mr Beckham? ‘They say you should drink it neat, never with a mixer,’ our narrator continues. ‘You’re only allowed a splash of water, or if you must, a single cube of ice. They say it’s best enjoyed alone. Take it seriously, swill it around, let it breathe. Whisky is a man’s drink drunk by an open fire, waiting ’til it’s old; waiting ’til you’re old. But you know what they say about rules; make your own rules.’
You could argue that Haig Club’s £2.5 million ‘Make Your Own Rules’ campaign is simply a clever marketing approach for a whisky that pitches itself as best drunk with cola – a heinous crime among devoted malt enthusiasts. Or, you could see it as an important educational tool the Scotch whisky category desperately needs right now.
There have been countless attempts in the past few years to encourage drinkers to swap their usual tipple for a Scotch whisky. We’ve seen it with expressions imitating the sweet characteristics of Bourbon, with hybrid innovations like Huxley and Glover, and some whiskies dabbling in added flavours like hops and honey.
All are efforts to appeal to a new generation of whisky drinkers by shrugging off the perception that Scotch is a man’s drink, to be sipped neat in a leather-bound study surrounded by a cloud of cigar smog. Yes – remarkably that notion still exists.
These are attempts at making Scotch seem fun and approachable for new audiences through flavour innovation, but really it’s the rules surrounding when and how it should be consumed that need to change, not Scotch itself.
Celebrity effect: David Beckham's support of Haig Club will further its reach
Scotch whisky has maintained a reputation as the most aspirational spirit in the world by – intentionally or not – shrouding itself in conventions that govern when and how it should be consumed. The result is a whole new generation of drinkers (we can call them millennials if you like) who find it simpler to turn to other spirits, such as gin for example, which are easier to understand and come without such strict and often confusing guidelines. In other words, Scotch hasn’t been the most welcoming of spirits.
There are already some distillers and blenders out there banging this drum, driving the message of ‘drink it however the hell you want, where the hell you want’ through brand education, but it’s on a small scale. Very few have the budget of Diageo, or the clout of David Beckham, to reach significant numbers of potential Scotch whisky drinkers. With this one campaign, Haig Club Clubman expects to reach 95% of UK adults.
Just how many of those adults have ever found themselves at a party in the desert and in need of a Scotch and cola I have no clue. Haig Club, for one, believes it to be the usual audience of architectural show Grand Designs, having chosen to air its first advert during this evening’s episode on Channel 4 at 9pm (don’t worry if you’re not in the UK or washing your hair, we’ve provided a sneak preview below).
The next generation of whisky drinkers don’t want to be told what to drink or how to enjoy it. They want to find their own way, do their own thing and make their own mistakes, and it’s only through allowing them to do so that Scotch can hope to win their devotion.
01 September 2016
I recently discovered there are around 10 breweries in Brighton and the surrounding area. For a city that’s penned in by the sea and the South Downs, it’s remarkable they managed to fit so many in. Then again, at least one is situated in a restaurant’s basement and another is operated out of a garage, its beers home delivered to the local community by bicycle. That’s resourcefulness for you.
Brighton is a city big on drinking – we have one of the highest number of pubs per capita in the UK, which coupled with our Green-voting, sustainability-loving culture, means we lap up local beers like tap water. It’s no wonder our breweries seem to be thriving, but their success is driven by a more widespread love affair with beer taking hold of the entire drinking population of the UK, and that of the rest of the world too.
In his book, The Ale Trail, beer writer Roger Protz noted that in 1994 there were ‘fewer than a dozen draught beers called IPA’ in the UK, and fewer than 400 craft breweries in the US. In 2015 – some 20 years later – America now has 4,269 breweries, 99% of which are small and independent operations, such as microbreweries, brewpubs and regional craft breweries. Here in the UK, as in the US, pubs are featuring new guest IPAs and ales every week.
Our choice now has never been greater. Experimentation with various hop varieties (there are over 80), kilning temperatures, yeast strains and fermentation times is yielding a rainbow of flavours that’s continuing to swell as interest grows. It really is an exciting time for beer drinkers, but craft beer’s renaissance should also be sparking a fire of intrigue among whisky lovers as well.
Beer’s characteristic flavours – which range from light citrus and tropical fruits through to malt and sweet oak – are also inherent to Scotch whisky, which started life as a beer after all. The two beverages are a match made in heaven, yet when most people talk about pairing beer and whisky they think of the hauf and hauf, or boilermaker – a dram of whisky accompanied by a beer chaser. Sadly, despite sharing so many complementary qualities, there seems to have been little thought given to beer’s potential use in the maturation process.
Beer and whisky: so many similarities yet a partnership explored so little
Cask finishing may be a relatively new practice in Scotch whisky’s timeline, but it has been dominated thus far by wine, particularly the fortified variety. Such is its popularity that just 30 years after its inception, talk is already surfacing of innovation in cask finishing running dry, but beer has barely been given the chance to gift itself to whisky. Many distillers renowned for exploring finishes are still to even experiment with beer casks. I can’t be the only one to think this is a shame.
So far there have been a measly two releases of Scotch finished in beer casks, and both from the same company: Grant’s Ale Cask in 2001, and now Glenfiddich IPA Experiment, released just this month (edit: thanks to Chris Cussiter for bringing a third occurence, the independently bottled Polly's Casks, to my attention). Earlier this week I had the opportunity to taste the latter, which forms part of Glenfiddich’s new Experimental Collection.
The IPA, a bespoke beer created by Speyside Craft Brewery (SCB), was barely distinguishable from Glenfiddich’s signature pear, vanilla and citrus character, such was the seamlessness of its pairing. If it weren’t for a slight hoppy note and acidic edge you wouldn’t have known a beer was involved at all, though according to malt master Brian Kinsman that’s the idea. ‘It’s my view that a cask finish shouldn’t dominate,’ he said. ‘If all you’re smelling is IPA, that’s a failure’.
As with any cask finish, the imparted flavours must complement the whisky rather than dominate it, and above all else be subtle enough to ensure the liquid is still recognisable as Scotch.
Kinsman and SCB trialled three different brews of varying strengths and hop intensities in American oak casks of different char levels for varying lengths of time, before emptying them and refilling with Glenfiddich. In the end, Target and Challenger hops were used – US hops that have made American IPAs so popular were deemed too sharp to complement the whisky – while the IPA was best left in cask for four weeks, and the whisky finished for three months. A lot of trial and error, as with any good experiment, is key, but is that long process why so few distillers today are interested in beer?
Surprisingly, considering the lengthy relationship between beer and whisky, this is new territory for modern distillers. While publicans would have historically stored their whisky in whatever casks they could get hold of – beer included – distillers today are more concerned with the quality of cask, and the flavour its indrink imparts.
To pair an already established cask-conditioned beer with a whisky in the first place, let alone succeed at marrying the two together through the complex process of secondary maturation, is not a simple feat. If distillers must invest in collaborating with a brewery on a bespoke beer to ensure a perfect finish, then so be it. They certainly won’t be short of a brewer or two to work with.
03 August 2016
When you’re ordering a drink at a bar, which Scotch cocktails come to mind first? The Highball perhaps, or even a Scotch Old Fashioned, Whisky Sour or Blood and Sand? How about a Manhattan or Sazerac made with a feisty malt? There is one classic, that if you live outside of the US at least, you’re less likely to be familiar with.
It’s a drink I’m sad to say I only discovered recently upon a stopover in New York, despite its publication in Harry Craddock’s The Savoy Cocktail Book in 1930 (sadly I don’t have a copy but it’s now on my Christmas list). I’m disappointed because it turns out this particular cocktail has to be one of my all-time favourite ways to drink Scotch, and I’ve been missing out until now.
New York is one of the two leading cocktail capitals of the world (the second being London), so of course one of my priorities was to try to ‘complete’ as many bars as possible during my four-day stay. This sounds like an easy task, considering the state’s 4am last orders legislation (they can start serving again at 7am Mon-Sat, should you be so inclined to pickle your liver – I don’t recommend it). I managed seven bars, at a rather responsible average of 1.75 per night.
Bobby Burns: it's time for a revival of the classic Scotch cocktail
Each bar had it’s own unique vibe and character. The clientele varied from place to place, and the drinks list always a mixture of bespoke specialities and fond classics. Despite the diversity, something you can always rely on in New York, there was one particular Scotch cocktail that cropped up time and again, even at establishments that forwent menus altogether (I’m looking at you, Attaboy).
The Bobby Burns, named after Scotland’s favourite bard and the patron poet of Scotch whisky, is such a simple yet deliciously warming drink it’s a wonder it sits on the side lines while contemporaries such as the Sour (messy egg whites) or Old Fashioned (stir until your arm falls off), are more frequently ordered – in the UK at least.
It’s a modest mix of equal parts Scotch and sweet vermouth with a few dashes of Bénédictine, stirred down over ice and garnished with a citrus twist. Behind the veil of its simplicity however, lies a depth of flavour that can be dialled up or down depending on the drinker’s preference, simply by adjusting the whisky used.
One of the best: Harry Craddock’s Bobby Burns recipe as printed in The Savoy Cocktail Book, 1930
A light blend such as Dewar’s 12 Year Old or The Famous Grouse makes for a refreshing drink with vanilla and citrus notes laced with spice. Use a first-fill American oak-matured malt such as Glenlivet Nadurra or Glenfiddich Bourbon Barrel Reserve for a sweeter experience, or alternatively take a feisty, meaty dram such as Dailuaine 16 Year Old, Mortlach Rare Old or Craigellachie 13 Year Old to create a viscous texture and robustness. Some go so far as to substitute the Bénédictine for Scotch whisky-based liqueur Drambuie, which creates a sweeter, and more Scottish, drink still.
Craddock – who opted to shake and strain the drink and garnish with lemon peel – described the Bobby Burns as: ‘one of the very best Whisky Cocktails. A very fast mover on Saint Andrew’s Day.’
Once so popular in 1930s London, easily replicable at home and a certain crowd-pleaser, it’s time the Bobby Burns made a definite comeback, and not just in New York.
06 July 2016
‘To make a quality cocktail you need to start with quality ingredients,’ a bartender explained to me at Imbibe Live in London this week. ‘Of course,’ I agreed, ‘it goes without saying that a drink is only as good as the sum of its parts.’
Imbibe Live was not short of quality ingredients – or boozed-up bartenders taking advantage of free entry and over 100 exhibitor stands for that matter. The UK’s largest – and loudest – bar show showcases spirits of every ilk from around the world, from Japanese-inspired American whiskey to Spanish vermouth, sweet potato spiced rum and German vodka, as well as beer, wine, sake, juices, purees and barware. Quite simply, this was bartender heaven. An all-you-can-drink (responsibly, of course) buffet.
Though something was missing. One particular spirit didn’t seem worthy of a place among the cocktail ingredient elite, despite being arguably the most aspirational, high quality spirit in the world.
It was easier to inadvertently bump into a new brand of tonic water than it was to track down a Scotch whisky. Where had all the Scotch brands gone? Either they’d spent their annual budget on stands at consumer whisky shows, or British consumers have become so entrenched in Scotch snobbery that brands have given up promoting their place in cocktail culture. Is Scotch forever fated to be sipped neat from cut crystal tumblers while imbibers bemoan the lack of an age statement?
Auchentoshan's bartenders represent Scotch cocktails at Imbibe Live
Auchentoshan’s UK brand manager told me a focus group with UK consumers found they weren’t interested in malts at the moment (need I say the G word?). If that is the case, some serious work needs to be done – by brands and bars – to bring malts back into the minds of consumers, particularly when they’re ordering cocktails. They are the vessels that will encourage a new generation of whisky drinkers to the category.
Blends have become the defunct option when making cocktails, even though malts offer so much diversity of flavour, and are often so much more robust.
But, I hear you gasp, why waste a perfectly good single malt Scotch in a cocktail? We’ve established that to make a quality drink you need to start with quality ingredients, and be honest, you weren’t really going to drink that NAS anyway, were you? (Generally) youthful, flavoursome and affordable, NAS is as good a place to start as any, though the chaps at Whisky Blasphemy over in Philly are using top shelf expressions in their Old Fashioneds and jelly shots.
Made in Glasgow: Drygate stout and Auchentoshan malt shake up Imbibe Live
We’ve grown so obsessed with putting single malt on a pedestal that it’s become taboo to taint it with anything (just ask Dave Broom and Colin Dunn about the virtues of mixing Lagavulin 16 with Coke).
Of the three Scotch exhibitors with their own stand at Imbibe Live (we counted only an additional three brands hidden among the confines of distributors’ sprawling portfolios), only one proudly promoted whisky’s mixability in cocktails. Auchentoshan – which was showcasing its relatively new American Oak expression – went so far as to mix stout and IPA (from Drygate Brewery) with its single malt.
‘Welcome to the new malt order’ the bartenders’ T-shirts stated. If this is the new way of things, I thought, sipping on my Scotch ’n’ Stout cocktail, you can count me in.
29 June 2016
Pretending to be something you’re not hasn’t worked out well for anyone in the past. Some good examples include Top Gear’s new presenters, Chris Evans and Matt Le Blanc (who are they kidding trying to be anything other than a radio presenter and Joey Tribbiani?), Donald Trump as a serious politician, and Boris Johnson as likeable…
It’s concerning then when one of the world’s best-selling single malt Scotch whiskies – in fact one of the first malts to be exported from Scotland in 1963 – begins taking its marketing cues from American whiskey.
So much so that at first glance Glenfiddich’s new Rethink Whisky campaign for its 14-year-old Bourbon Barrel Reserve could easily be mistaken for an advert for Jack Daniel’s, what with its American bluegrass score and backyard BBQs.
The next generation of single malt drinkers need to be tempted away from Bourbon
‘Think America’s next big whisky is from Kentucky?’ a deep, gravely American voice asks. ‘Introducing the smooth sophistication of Scotland, with the sweet kick of Kentucky.’
The product itself is still Scotch whisky both legally and organoleptically – it’s matured in Speyside for 14 years in ex-Bourbon casks, before finishing in virgin American oak. However, the expression is described as ‘a true celebration of the American spirit, and the American whisky industry’s contribution to Scottish single malt.’ The truth is, if it were marketed any other way the comparison wouldn’t have arisen.
As a US exclusive, Glenfiddich has positioned its ‘rich, sweet and vibrant’ Bourbon Barrel Reserve to appeal to American whiskey drinkers. How some can still claim Scotch whisky’s Bourbonisation doesn’t exist I can’t fathom, when this is a clear example.
As I’ve previously stated on the subject, this is potentially dangerous territory. Scotch has a long-established flavour profile and reputation of its own; the second it starts masquerading as another popular style of whisky it loses that identity. Trends come and go, and in a centuries-old industry like Scotch whisky, a reliance on piggybacking onto other whiskies’ popularity could damage its reputation in the long term.
However, I’m sticking my neck out here by saying this campaign is something to be applauded. Considering the risks of Bourbonisation to an established brand, it’s courageous of Glenfiddich to break the boundaries of convention to attract a new generation of single malt drinkers.
Whisky as a whole has done a fine job of shrugging off its stereotype as an older man’s drink (the gains seen on Bourbon (5% according to Discus) and Irish whiskey (16%) in the US over the past few years are in some part testament to this), but single malt Scotch, as arguably the most aspirational whisky in the world, still has some way to go, despite growth of 7% to 1.46m nine-litre cases last year. Ironically, in the UK the brand is still peddling itself to the male elite, through the launch of a ‘gentleman’s whisky lounge’ at a Knightsbridge hotel.
Stateside, however – the world’s largest malt market by volume – Glenfiddich is using its Bourbon Barrel Reserve to tempt young, modern Bourbon and American whiskey drinkers to try malt. This segment, after all, is key to the future of the category.
Rethink whisky, the campaign says (really meaning ‘rethink single malt Scotch’), while visibly eschewing every convention associated with the product.
In the series of four themed digital shorts that are being posted across social media, Scotch is poured not daintily but sloppily into rocks glasses that don’t match; Aunt Evie pours more than a responsible two fingers worth; and a good slug is poured over ice and handed to a woman tending the BBQ. Could Scotch get more radical?
Next we’ll be seeing limited edition summer bottlings packaged in leather biker jackets and sporting hipster beards.
And why not?
01 June 2016
One of the most memorable cocktails I ever had – one that honestly gave me a ‘wow’ moment and, dear readers, a single malt-based drink – was From Dusk Till Dawn at the The Gibson in London. It was one of those concoctions featuring such exotic ingredients I expected David Attenborough to sweep through the door with a camera crew: Capuacu butter wash Craigellachie 13 Year Old, Valerian root and tamari soya, black garlic honey, millet amazake and fresh lemon. Yeah, I only recognised the whisky and the lemon juice too, and thought Valerian root was a Game of Thrones reference.
Often enough bars get carried away listing ingredients with unpronounceable names and elaborate garnishes without a thought for flavour. Not this drink. This was sublime. One of the best I’ve ever had the pleasure of getting to know, and great value for money at £11.
No, journalism does not pay enough to warrant a Gibson visit very often, but on the rare occasion I do shell out for a cocktail I want a good one.
From Dusk Till Dawn: a cocktail worth parting with your money for
Now, I’ve had the fortune of drinking in some of the best bars in the world, most of them destination bars for good reason – they create cocktails worth a thousand mile trip and a £10-20 hole in my pocket. Others, unfortunately, are more like the Kardashians – beautiful to behold but lacking substance.
The price of a cocktail – or wine, whisky or beer for that matter – in a high end bar includes the pleasure of sitting in beautiful surroundings, enjoying an ’elite’ experience, but surely the quality of the drink comes into play as well?
While on my holidays last week, a friend recommended I pop into the most extravagant and historic hotel in Marrakech for a drink in their bar – named after a famous British Prime Minister, and rumoured to be an experience I wouldn’t want to miss.
Unfortunately the live jazz pianist and charms of the bartender weren’t enough to make up for the poor quality of the drinks: an eggy and unbalanced ‘Lapsang Souchong-smoked’ sour made with Laphroaig 10 Year Old and a watery Old Fashioned (made Pendennis Club-style) with Luxardo maraschino liqueur instead of a cherry. At £20 each, these were more expensive than most London bars. More so than a cocktail at London’s Artesian, the luxurious hotel bar voted the world’s best by Drinks International several times over.
Now I understand Marrakech is hardly London or New York – the two great cocktail capitals of the world – and this is hardly the first time I’ve been disappointed by an excessively-priced drink in a five-star hotel, but some perspective must be heeded where pricing is concerned. That, or bartenders need to up their game.
Bars needn’t be elaborate with their drinks to gain favour – simple classic cocktails executed with precision are enough to put a smile on my face, despite a high price tag. I’d happily hand over a tenner for a sumptuous Old Fashioned (made with Scotch, of course), down my local boozer, so long as it was made well.
Incidentally, you can still try From Dusk Till Dawn at The Gibson (and I recommend you do). Meanwhile, my ‘friend’ with less trustworthy recommendations will be buying the next round.
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- New whisky reviews: Diageo Special Releases 2017
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The end of Diageo’s educational programme signals a major change in philosophy for the company.
The debate 07 September 2017
Is Scotch selling itself short (quite literally) when it comes to winning over new consumers?
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From the editors 14 January 2016
If Scotch whisky could make a New Year resolution for 2016, what should it be? A few thoughts…