Whisky Magazine Issue 126
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There's a hashtag floating around Twitter #FirstWorldProblems – that puts ridiculous concerns into perspective. People use this hashtag to complain about college alumni associations sending too many emails, shoes not fitting properly, broken hot tubs, the waiter bringing the wrong salad dressing, etc. They're the kind of problems that my great grandparents would have loved to endure during the Great Depression, and that don't hold a candle to real problems impoverished nations face. In other words, life goes on if the waiter brings you plain balsamic vinaigrette instead of the raspberry balsamic vinaigrette you requested.
In whisky, distillers and consumers, including myself, need to channel the #FirstWorldProblems hashtag once in a while. For one, we all get way too worked up over stories.
Since the whiskey business's beginnings, companies have tried to spin the craziest stories that range from their grandpappy bringing yeast over on a ship or magically finding a recipe under a rock. They've attempted to turn bootleggers into interesting heroes and stretched the truth about their importance in distilling history.
Hey, whiskey, do us all a favour and stop with the backstories.
Consumers trust whiskey labels about as much as they trust politicians.
So, to all whiskey companies looking to create a new label, please remember this is a #FirstWorldProblem. But nobody cares about your story. Just give me good whiskey.
As for consumers, it's time to relax and channe...