Whisky Magazine Issue 4
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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...