Whisky Magazine Issue 87
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Liza Weisstuch and Neil Ridley investigate the power of the web.
Search “whisky” on Facebook, and you'll find groups for enthusiasts in Japan, Australia, Israel, Italy, Norway, and at the University of Aberdeen, to name a few. You'll find the Jewish Single Malt Whisky Society, which is self-explanatory, and Single Malt Sherry Head Society, “for whisky lovers who like their dram with a sniff of sherry in it. But everybody is welcome.” There are at least 30 groups that are have christened themselves ‘Whisky' or have the spirit's name attached to some synonym for enthusiasts, such as ‘lovers', ‘connoisseurs', ‘collectors' or ‘nerds.' Some link to relevant websites. Some are active, with dozens of postings notifying readers of the choice drink of the evening and snap assessments; some are as stagnant as a dram that went forgotten late at night. That's to say nothing of the countless brand-run fan pages, where a notice will go up about a new release, a suggested pairing, or a tasting note, or a vague conversation-starter will be posted, and the vast and varied feedback is effectively instantaneous.
Welcome to Whisky 2.0, our modern era where sipping a dram or preparing a cocktail is not simply a means for relaxing after dinner. It's something for anyone, regardless of credentials or commitment, to study, to broadcast, and, let's face it, show off a bit. Some of it is warranted, some of it may be better referred to as cyber-clutter.
The ever-increasing wealth of information out there begs several questions. First and foremost...