Whisky Magazine Issue 49
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Perhaps it's because of what we British call the ‘silly season', but over the summer months I seem to get a larger than normal number of calls from national journalists wanting to write about whisky.
This has always intrigued me because you'd expect the winter months to stir up the urge to write about Scotch. But no.
Since Easter there have been a regular number of calls and they have been provoked by two quite distinct trends: the emergence of the whisky cocktail in fashionable society, and the number of whisky brands entering the market place with seemingly wacky names that are clearly aimed at a younger drinking market.
Whisky Magazine has been at the forefront of the cocktail coverage over the last two years and we're not surprised that the trend is filtering down to style bars across the land: way back in 2003 the likes of Jonathan Downey and Henry Besant were talking to us about the challenges single malts present to the serious mixologist.
So it's highly satisfying to read Australian Naren Young's piece in this issue showing how the trend has stretched across the globe and how many bar managers are now looking as much towards London for ideas as they are to the likes of Dale DeGroff in New York.
Indeed so good are the new wave of cocktails that even some of the purists are admitting that they're playing an important role in bringing new drinkers to the single malt sector.
The second trend is the marketing of whisky to the fashion sector through appealing market...