Whisky Magazine Issue 113
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It was a Tuesday night and United Photo Industries was packed. The gallery is a giant former warehouse located in Dumbo, a hip Brooklyn neighbourhood along the East River. Graduate school students, lawyers, graphic designers and office workers of all types wandered in and out of rooms, talked about the stunning photos and drank Glenlivet.
The event was just of many that the Glenlivet has organised in major cities around the U. S. for the Glenlivet Guardians, its ever-growing brand loyalty program. Each event takes place in a location that's sure to appeal to intelligent trendsetters: a culinary school, a poster gallery, an epicurean destination. There's neither a kilt in sight, nor a bagpipe note to be heard.
For generations, the mention of “whiskey” in America called to mind images of cowboys in ten-gallon hats and maybe some Prohibition-era mobsters. Then, in the 1950s and 1960s, Americans discovered blended Scotch. It was the domain of Wall Street magnates and corporate executives.
With the growth of interest in single malts a few decades later, Scotch remained in executive suits and high society estates. But that's changing.
Sure, the booming Bourbon industry embodies homegrown pride and nostalgia, while Scotch offers fusty old world costumes and unpronounceable words. Nevertheless, in bars around the country, it's not uncommon for conversation about baseball or indie music to turn into a discussion about the glories of Islay malts.
“I think there's a certain l...