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Issue 42 - ThePunditandthePopper

Whisky Magazine Issue 42
September 2004

 

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ThePunditandthePopper

MichaelJacksonbrainstormingonbehalfofScotchWhisky.

TheAmericanbusinessmagazineFortunecallsforachatonthefutureofScotchwhisky.Amongthereporter'squestions,aparticularlypertinentone:someconsumershavespurnedthebigblendedbrandsaslackinginindividuality,infavourofsinglemalts.Therehademergedahandfulofdominantbrandsinmalts;wouldtheyoverpowertheirsmallercompetitors?

Ithoughttheoppositemighthappen.Seemingtobecomecommonplace,theleadingmaltsmighteventuallyexperienceresistance,creatinganopportunityforthesmallerones.FirsttospringtomindwasBruichladdich,followedbysomeofDiageo'sHiddenMalts.

Afteralongchat,thejournalistthankedmeandpromisedtoplugtheneweditionofmyMaltWhiskyCompanion.ThestoryinFortunerantosixpages,dominatedbyapictureessayonBruichladdich.Nomention,though,ofM.Jacksonandhisbook.

Iimmediatelyforgavethejournalist.Iwassurehehadfulfilledhispromiseinhistextthestoryhadbeencut.NosuchcutswhenTheScotsmannewspapercalledmeaboutWelshwhisky.Atthetime,Ihadnotreceivedasample.

“Well,whatdothinkoftheidea?”askedthereporter.

“WhiskyisScottish,isn'tit?”Ijoked.Thejestlookedalittleharderinprint.Afewdayslater,Radio4'sTheTodayProgrammecalledaskingmeformyobservationsonthespiritofthereddragon.“WesawyourcommentsinTheScotsman,”saidtheresearcher,gleefully.“Sincethen,I'vetastedit,andthinkitisrathergood,”Iexplained.

“Oh,”sighedtheresearcher,regrettingthelossofapunchuponair.IwouldhavethoughtthatanendorsementofWelshwhiskywouldbeastoryinitself;perhapsI'vebeenoutofthejournalisticfrontlinefortoolong.

Radio4camelookingforapunchupagainoverTheRic...

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