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Issue 127 - The Scotch Event

Whisky Magazine Issue 127
April 2015


This article is 19 months old and some information provided may be time sensitive. Please check all details of events, tours, opening times and other information before travelling or making arrangements.

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The Scotch Event

Wibble wobble, wibble wobble, is there jelly on the plate?

I was sitting watching television with my 13 year old daughter when a perfume advertisement came on. At the end of it, she turned to me and said: “what on earth was that about?” I started off by explaining that it's difficult to communicate the essential nature of perfume – aroma – in a purely visual medium, therefore analogy needs to be used, maybe the director needs to paint a picture of what the perfume inspires.

As I was doing this the words began to falter. My life force seemed to ebb away. “You're right,” I told her. “It is nonsense. It means nothing at all. It's all surface, it all gloss, there's no deep thinking behind any of this.” Then I thought. Jesus. That's the way Scotch is heading.

At the risk of coming across like an old grouch (again) what on earth is going on with Scotch whisky events? I recall in the old days you would be gathered into a room, there would be bottles, there would be someone charming and well-informed telling you about the whisky in question, and you would taste it. OK, it's fairly traditional, but it seemed to work. Clearly I was wrong on most counts.

These days it would appear the only way in which you can get any sort of credibility for a whisky is by inviting (i.e. paying) for ‘celebrities', hiring an expensive venue, putting on a show: – a film, a band, a DJ, dancers, jugglers, fire-eaters; recreations of a number of World War II films.

You fly in ice from Greenland's melting glaciers while being blissful...

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