The Pundit and the Popper
Michael Jackson brainstorming on behalf of Scotch Whisky.
The American business magazine Fortune calls for a chat on the future of Scotch whisky. Among the reporterâs questions, a particularly pertinent one: some consumers have spurned the big blended brands as lacking in individuality, in favour of single malts. There had emerged a handful of dominant brands in malts; would they overpower their smaller competitors?
I thought the opposite might happen. Seeming to become commonplace, the leading malts might eventually experience resistance, creating an opportunity for the smaller ones. First to spring to mind was Bruichladdich, followed by some of Diageoâs Hidden Malts.
After a long chat, the journalist thanked me and promised to plug the new edition of my Malt Whisky Companion. The story in Fortune ran to six pages, dominated by a picture essay on Bruichladdich. No mention, though, of M. Jackson and his book.
I immediately forgave the journalist. I was sure he had fulfilled his promise in his text the story had been cut. No such cuts when The Scotsman newspaper called me about Welsh whisky. At the time, I had not received a sample.
âWell, what do think of the idea?â asked the reporter.
âWhisky is Scottish, isnât it?â I joked. The jest looked a little harder in print. Afew days later, Radio 4âs The Today Programme called asking me for my observations on the spirit of the red dragon. âWe saw your comments in The Scotsman,â said the researcher, gleefully. âSince then, Iâve tasted it, and think it is rather .....
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By Michael Jackson
Section : Musings with Michael Jackson
Page number : 11
