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Issue 127 - The Scotch Event

Whisky Magazine Issue 127
April 2015


This article is 3 years 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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