Whisky Magazine Issue 33
This article is 12 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.
Copyright Whisky Magazine © 1999-2016. All rights reserved. To use or reproduce part or all of this article please contact us for details of how you can do so legally.
What is it with whisky and clichéd images of Scotland? Richard Jones starts the fightback…
In a previous life I had the dubious pleasure of judging the monthly Scotch malt whisky competition for a national supermarket chain.
The competition required entrants to buy a bottle of the featured malt, answer a simple question about the distillery and then complete a tie-breaker in less than 15 words along the lines of: “My ideal occasion for drinking x malt whisky would be ...”
With depressing regularity the tie-breakers could be divided into two: the minority (otherwise known as the winners) from professional or hobby competition players whose answers would sparkle with wit and originality; then the majority (from the genuine whisky drinkers), whose attempts at poetry or prose would invariably contain one or all of the following: “in front of a roaring log fire”, “after a brisk walk through the
glens”, “peat/heather/tartan/kilt” or, horror upon horrors, “anytime, because x malt whisky can turn any occasion into a celebration”.
The lesson I learnt from judging this competition was simple: avoid clichés and, in particular, Scotch whisky clichés, like the plague…
After my moment of epiphany, I drew a line in the sand. I vowed to rage a battle royal against the curse of the cliché.
Like a man on a mission I would fight to the bitter end to rid the whisky industry from what Merriam-Webster defines as, “a hackneyed theme, characterisation or situation”, or what a visitor to Steven Morgon Friedman's Cliché Finder website www.westegg.com/clich...