Whisky Magazine Issue 24
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Should you be scanning the illustration on the cover of this issue looking for your home country, please don't take offence if it is not there. It's a cartoon and does not, therefore, bear excessive geographical examination. Similarly, don't take offence if the caricature is unjust – that's the whole point of caricatures. Notwithstanding the obvious shortcomings of sweeping generalisations, many people in the industry have surprisingly defined ideas regarding the national characteristics of whisky enthusiasts in different countries. We decided this was worthy of exploration.
The appreciation of whisky in splendid isolation removes the sense of global perspective. Personally, that is one of the reasons I enjoy whisky. In much the same way that some find a round of golf clears the mind or that the best way to forget the stresses and strains of the outside world is to indulge in the current vogue for yoga, whisky allows you to relax. It's almost an irrelevance how you unwind as long as you do. I dare say the alcohol plays some part in this.
The point of the cover, and the piece it reflects, is that it is easy to get immersed in your own way of doing things. Such as drinking whisky. But it is worth taking a step back and looking at the world as a whole.
Okay, so by now most people know that the biggest markets in the world for Scotch are Spain and France. But if you look at figures for just bottled malt (as opposed to bulk malt for vatting and blending purposes), the UK is s...