Chill to thrill

Young consumers are seeking innovative ways to drink alcohol. Andy Knott reports on how Diageo is promoting its super premium blends

For you, is it complete when neat? Alternatively, does a cube or two of ice suffice? Or does a dash of H20 steal the show?

With the exception of the cocktail and long, mixed drink, the parameters for revealing a whisky in its truest light haven't stretched much beyond straight up, on the rocks, or with a splash of water. So far.

A couple of recent initiatives by Johnnie Walker are destined to open up our eyes, noses and palates and expand the opportunities for exploring the perfect serve, and, ultimately, extend the potential of our enjoyment of whisky.

The most interesting development is the ritual devised for the pinnacle product in their portfolio, Blue. Master Blender, Jim Beveridge, has proscribed a recommended serve for this most rarest of blend of whiskies, crafted from the 35 distilleries and seven million barrels owned by parent company, Diageo.

For this ritual, you require: one bottle of whisky, spring water, ice, one brandy balloon glass and one goblet. Generously fill the goblet with ice and top up with water; pour the whisky into the brandy balloon glass.

Method: take several small sips of iced water; then, one large one of whisky. Hold the spirit in the mouth; roll it over the tongue. Eventually swallow.

Such a ritual transports the drinker on a journey, befitting of Johnnie Walker's Striding Man logo. But this journey doesn't involve either walking or feet. It's one of the senses and, ultimately, the mind.

The heavily iced water serves several functions,...

• By : Andy Knott
• In : News
• Issue : 42
• Page : 16
• Words : 990