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Issue 113 - The Mad Men of New York

Whisky Magazine Issue 113
July 2013


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The Mad Men of New York

Heather Greene discovers the new whisky and technology love affair

Rose Jia is a dark-haired beauty rocking a tight, red pencil skirt and high black heels, casually crossing her legs over a leather banquette on the back of which her wrist is draped casually, holding a glass of Lagavulin 16.

But I am not just fascinated by her beauty and the fact that she's enjoying a dram; I am intrigued by the entire group she's with: a young, handsome crowd that seem to define a newish cultural landscape in my hometown, New York City. Not to be confused with the fashionable grade-b model types who lined up around the block secretly sniffing coke and talking their way into fadclubs like Moomba during the 1990s, these geek-chic whiskeydrinkers are actually changing the way we live and how we interact with the world, making nerdism (my term) a whole new aspiration. They are the Silicon Alley techster-hipsters: entrepreneurs, braniacs, information-gatherers, tweeters, artists, trendsetters; in a nutshell, today's Don Draper. It looks like one heck of a party from where I stand, often above their table, recommending my latest favourite dram or recent acquisition on our menu at The Flatiron Room in Manhattan.

I'm not first to the fête. The Macallan identified this group as a tremendous audience early on, one that is not only insatiable for knowledge, but capable of spreading that knowledge at the speed of light through binary code in the form of a tweet or blog. For the third year in a row, The Macallan hosted the “Registrant's Lounge” at the South By Sou...

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