In part I of my interview with Andrew Weir, The Balvenie Ambassador for the Western US, we explored The Balvenie’s whisky-making philosophy and what the role of Ambassador entails. Here is second part of our interview.
Are there
any new trends in single malt scotch (manufacturing, marketing or retailing)
that you have been impressed by?
I’ve found Twitter to be a really effective social networking tool (ed. note: you can follow Andrew on Twitter @BalvenieAW). It enables me to introduce The Balvenie to consumers by contributing to the ongoing conversation on the web, and especially to spread the word about tastings and new releases.
The online community in general is bringing our category to a much wider audience. We have created some pretty nifty technology on our site (thebalvenie.com) where Scotch fans across the globe can build and review their own virtual whisky shelf. We know that Balvenie fans are explorers and this tool supports that in a 2009 kind of way.
Turning to the industry overall, single malt scotch is perceived as either a sophisticated or an elitist drink in the US, depending on who you talk to – how does this differ from Scotland, and how are you and the industry looking at this (a good thing or a bad thing)?
Sophisticated
yes, but I wouldn’t say elitist. I’m from a working class family in Scotland
and I was exposed to single malts before I came to the States.
Scotch is way more than a drinking experience – there’s a story, a history, a journey. I’d suggest readers check the Internet for a seminar near them - there’s always a chance to sample something with all of the above without breaking the bank.
Lastly, what would you recommend for the newbie scotch drinker, someone who wants to learn more – it can be at least as intimidating as learning about wine if not more so. Books, specific scotches to sample, classes or tastings?
Do a Google search for “scotch tastings” in your local area and attend a few. Talk to people and ask questions, no matter how basic they may seem – if I am hosting a tasting, it’s a joy for me when someone sheepishly raises their hand and asks “what is the difference between Scotch and whisky?”
It gives
me a chance to share my passion for what goes on in The Balvenie distillery to
transform water, yeast and barley into the wonderful, honeyed drink they have
before them. It is a real joy to take
a look over at the very same person who told me at the start of the tasting “I
don’t like Scotch” and see their eyes light up as they begin to sample what
their palate likes and doesn’t like.
In many cases they ask me where they can buy a bottle of what I’ve just
shared with them!
Thanks, Andrew, for a chance to learn more about The Balvenie story - keep an eye out for him at a tasting near you, it is well worth the time!
