Whisky Magazine Issue 4
This article is 16 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.
In the matter of marketing, Michael Jackson proposes that Scotland take a lesson from Florida
When Florida's orange-growers felt that their juice was not selling sufficiently well, they launched an advertising campaign pointing out that ‘It's not just for breakfast'. American students responded with tee-shirts illustrated with a glass of beer and bearing the same slogan. Maybe we should do the same for whisky.
It was after a night of excess as a 19-year-old in Edinburgh that I first sampled whisky at breakfast time. I had not been to bed, but I still think it counted as breakfast, since I vaguely recall scrambling some eggs for my drinking buddies.
Drinking whisky with breakfast is one thing. Eating it is another. That happened on Islay. I had risen at five to climb a mountain (well, a very large hill). In my early 40s, I could still do that. As a matter of fact, I still can.
The point of the climb was to photograph the sun rising behind the pagodas of Port Ellen. When I returned to my hotel, I was ready for a mountainous breakfast. The hotelier offered me eggs, bacon, black and white puddings and haggis. He inquired whether I would like anything with it. I knew he did not mean HP Sauce. He produced a bottle of a local malt and generously moistened the haggis. The peaty, seaweedy, flavours of the whisky aroused my appetite even farther, and cut scythingly into the fattiness of the meat. I spent the rest of the morning trying to walk off that feast, though I avoided any more mountains.
A dish has to be robust to withstand Scotland's wine-of-the-country, whether...