At the risk of never getting free samples from Beam and others ever again (oh wait… I never get free samples from Beam or others anyway) I thought I would express my thoughts on current US class action law suits launched against Beam, and many potentially many others, regarding the use of terms like “hand made” and “craft”. To keep this blog brief I will focus the debate around Makers Mark which is one of my favorite bourbons, that way it is clear this entry is not a hidden agenda or “spurned blogger with axe to grind” kind of thing. Also, as a fan of Makers, I have been to their distillery and seen it for myself so I can have an opinion on their production which is harder for me to do with other whiskies and spirits caught up in this.   I should also mention that I am a minor shareholder in a small “craft” distillery in London, The London Distillery Company, so I have some experience regarding production in that environment also. Mostly my experience to date involves writing checks to them.   (When asked about this investment my usual response is to recall Richard Branson’s line; the fastest way to become a millionaire is to start out as a billionaire and then start an airline.   However I am not a lawyer (or a billionaire). I do not understand class actions suits and I don’t understand burden of proof in such cases. This is not a legal discussion but my opinion on what these terms mean and how they are used by this industry.

Those being sued, like Beam, are of course keeping their arguments for court as they have to, but what little comment they have made has been less than compelling to me. The idea that their manufacturing processes are in fact posted on their websites and so all you have to do is search the internet, locate their webpage, identify the videos you want to watch, stream those and then make you own mind up if it is indeed handmade as the bottle says. When am I supposed to do this? In the liquor store? Clearly Beam’s lawyers don’t have T Mobile data services.

While I have seen some quite visceral reactions to the lawyers who are bringing the class action suit, I have not seen that many leap to the industry’s defence. With one exception… www.bourbonguy.com penned a very spirited defence on April 7^th (free joke there – enjoy) that making bourbon is indeed a craft because so much of it happens away from the manufacturing plant (yup I said it) and the real magic happens in the barrel and in the blending. I agree this is a great argument. I think this is what makes bourbon (and other whiskies) so special. I believe I could, with a few hours training, operate a still but I could not make a batch of Knob Creek (although there are times I have thought whoever blends Basil Haydens could use a few more hours of schooling). Based on this logic however I think Tito of Tito’s vodka (also being sued as they claim to be handcrafted) might want to pour himself a stiff drink because they don’t have that argument. Going straight from “still to bottle” is not a good look for this case.

I understand all of this because I have invested time and money to learn about whiskey but I am not so sure the judge will see it the same way.   Huge production sites with shiny stainless steel equipment everywhere and scale that simply does not scream “craft” to the layman. I also think massive sales volumes for products like Makers Mark won’t help either. I worked in enough oil and gas facilities to know there is nothing in a distillery that you could not walk into any of the Texas City petrochemical plants and find and I seriously doubt I could get away with selling hand crafted gasoline to hipster car owners. To use another metaphor, for me the problem is Beam have been found next to the body with a gun in their hand and a bad case of amnesia and despite whatever actually happened it really doesn’t look good. There has been some abuse of labelling without a doubt and I fear that some of the “good guys” will be on the wrong side of this decision at the end of the day. Perhaps it is time for Beam to accept a deal from the DA’s office? If it turns out the judge does dismiss the law suit then be on the lookout for Seaton’s Handcrafted in Texas Gasoline coming to a gas station near you soon.

As I mentioned in my last blog entry, (The End of the Road?) I had reached a point where I was not sure what my next whisky related move would be. When I started the website in 2011 I had set some goals and by late 2014 I had basically met them and my website was less active than JaDaveon Clowney. Excuse me while I pick myself up off the floor after that brilliant joke and remind you all that JD Clowney was the Houston Texans first pick, and first pick overall in 2015 NFL draft, but that he contributed literally nothing during his first season and has so far spent his entire professional career injured and inactive.   I told you it was a brilliant joke.  Back to the whisky and so my solution was simply to back off a little, try not to worry about it, rework the website over a little and await inspiration. In hindsight this is clearly a strategy I have learned from observing the whisky industry and the fail safe marketing tactic for all tired brands; rework the packaging. If you are reading this blog entry then the website update has now happened (unless you are reading this over my shoulder while I type it on a flight back to Houston which makes you a little scary so please stop).

Rather remarkably fate did choose to intervene and while performing my website surgery I have been offered a new job this summer based in Singapore. As my constant typos, errors, inaccuracies and lack of palate consistency clearly demonstrate I am no writer (despite my brilliant Clowney joke above!) and have to find other ways to sustain my family and my expensive drinking habit. From September 2015 I will do that based in South East Asia. This move presents me with an astonishing opportunity and exposure to a whole new whisky scene that will include, but not be limited to, the brands and expressions only available in Asia, new bars and whisky events in a new city, other bloggers to meet and lots of travel retail opportunities. I also hope to work in trips to Japan and Taiwan (and perhaps India) so I can annoy distillery tour guides with my note taking and ridiculous questions on the other side of the world! In short not only does my website get refreshed but in a few months but my whole exposure to the world whisky will be refreshed and a whole new series of opportunities present themselves.

Between now I then I promise to use the coming months to iron out the remaining kinks in the website, work through the long list of typos (or as I frequently joke “tpyos”) and other corrections I have noted but never got around to fixing and of course will post some new tasting notes. If you read this and are based in Singapore please feel free to reach out to me and I will be happy to buy you a dram and explain the NFL, Houston Texans, the 2015 draft and the joke above. I promise you it will be worth it.

Some diligent readers may have noticed that I have posted less material online in recent months than Julian Assange. There are a number of reasons for this (fortunately being holed up in the Ecuadorian embassy is not one) but I don’t think it is a coincidence that my lack of output followed soon after completing my goal to find, taste and post my notes for all of the whiskies in Ian Buxton’s book “101 World Whiskies to Try Before You Die”.

When I look back at 2011, when I started this website and blog I wrote about using the Ian Buxton’s first book “101 Whiskies to Try before You Die” as a guide.  As I wrote then “I felt I needed some structure to my journey, a goal or destination, or I would risk wandering aimlessly”

I have to say I do feel now like a goal has been met and a destination reached. Perhaps by setting a clear goal in some ways I doomed my website and blog as it had a defined “end point” from day one. It had a purpose and that purpose has been achieved. My work has also intervened and this blog will always come third after my family and my career. I also look back and reflect that the blog started at a time I was very unhappy with my career and  it is clear my interest in whisky grew as my interest in my job at that time declined.

However this cannot be the end. Whisky has permeated my life in no small way and will be harder to remove than the last in-law at Christmas. I have invested (rather more than I intended) in a craft distillery in London that looks like it might return my investment about the same time that my nine year old daughter graduates college and I have made some real friendships that will go beyond a shared love of distilled grains aged in oak barrels.

So to paraphrase Winston Churchill perhaps this is not the beginning of the end but the end of the beginning. Therefore I intend to continue post tasting notes as I find whiskies of interest (increasingly hard to do by the way) and will restructure website to be more focused on those tasting notes and less as blog, but from time to time you can still expect me to post an ill-informed opinion.

And what would be a good new goal for this revamped website? As I write today I have reviewed 566 whiskies, so 1000 seems like a nice round number to aim for…. perhaps as a nod to Ian Buxton I should say 1001 Whiskies (yes I know that is another book by another whisky writer but you get my point) and then see what happens.

In this entry I am going to try and consolidate the opinion I have shared on various other web pages, Twitter and Facebook into a single, possibly coherent, position. I am very conscious of the fact that “both sides of the story” have not yet come out and I may yet be proved to be more inaccurate than Matt Schaub throwing a pass.  However I am more interested in the core of this issue than the “he said / she said” of recent events that is no doubt going to be focus of most of the coverage. I am also conscious that I may be expelled from the virtual whisky community (#whiskyfabric) for heresy but if that is the case I was already out of step and all I am doing is stating how I feel and it will be cleansing to do so.

Balcones was started by Chip Tate in Waco, Texas and he produced some rather interesting, sometimes great, often weird and occasionally (in my opinion) average whisky. I think even he would admit to some inconsistency especially early on. However the whisky media and bloggers went “super ape shit crazy” (technical term) for his stuff, some with good reason and some for reasons I can’t begin to fathom. Chip went “global”. He became a Whisky Kardashian (without the sex tape – thank god – and an appalling mother figure trying to live vicariously through her daughters success).  A whisky superstar was born and I honestly saw more of Chip Tate at events like WhiskyLive London than I did at local events in Texas. Clearly he was “going to need a bigger boat” to secure Balcones place at the whisky’s top table and plans were announced to expand. And that is where this story goes to its darker second act. I have even suggested that media and bloggers who stoked the fires have some accountability for this.

Of course Chip needs money to expand and along come the investors (or the “suits” as they have been referred to). Chip asked them in. He wanted their money. He sold a majority share of the company to them. What bastards! How dare they try to run the company they bought the majority of! If you want to stay in control of your business, the best advice I can give is don’t sell it. Just because you started a business it doesn’t give you lifetime ownership of that business. If that means that expansion is not in your immediate future then accept that and stay in control. Perhaps he was badly advised, perhaps even mislead by investors or others, but when you sell something you lose control of it. That is the moral of this story. Chip apparently chose expansion over control. 

At end of the day I hope this situation is resolved, and the third act is happy, feel good ending. Perhaps they reconcile and go onto to great things, maybe Chip starts again and stays small (and in control) if that is what he wants. Personally I hope Chip and his investors are reunited and Chip goes onto to make lots more Balcones Single Malt, perhaps a follow up to the stunning Vth Bourbon and, if I had my way, a lot less Brimstone and Rumble.

Blog Reader:  Are you going to post any new interesting blog entries, or for that matter, any kind of blog entries, ever again?

Blog Writer: Yes.  When I have something to say that isn't tired and hacky.   I will in the meantime continue to post tasting notes and visit distilleries.

Blog Reader:  Thank you.

Blog Writer: No, thank you.

1. There are probably too many distilleries in the world right now. I hate to admit this, but I fear it is true. It seems not one episode of WhiskyCast goes by without Mark discussing major expansions and investments in Scotland or the USA by the big players or a new player announcing distillery openings in both emerging and traditional whisky countries. The list of countries producing whisky is currently growing faster than the list of countries that can beat Scotland at football.   Recent cut backs at Sweden’s Mackmyra distillery suggest to me that producing “ok” or “good” whisky won’t be enough in an increasingly competitive world where the others will be pumping significant amounts of cash into marketing their brands to ensure a return on their major investments. Being “unusual” or “different” and interesting to the blogging community will not be a substitute for good whisky backed by big marketing budgets. I fear Mackmyra won’t be last distillery to learn this lesson. If some “fresh from the box” new or boutique distillery is producing your favorite dram (which I have to say honestly is very unlikely) I suggest you buy a load of it now. It will save disappointment down the road.
2. Distillers….as I have learned from Ding’s Beer Blog; just because you can do something doesn’t mean you should. Bourbon, single malt, rye and other whisky iterations are classics that have stood the tests of time for a reason. When properly distilled and matured, they work. New players like Balcones too often display the compunction to prove how clever they are by making things like blue corn whisky smoked with mesquite. Clever yes. Good?  In my opinion, no. Even their best friend (which in the whisky internet world appears to be every f*****g person with keyboard and a broadband connection) would admit to some “variability” in their early work. On the other hand, when not focused on defiling the laws of nature Balcones have produced a stunning Texas single malt and their Anniversary 5 year bourbon was an astonishingly good product worthy of most (but still probably not quite all) of the praise and admiration that has been heaped on them like the guano in a forgotten bat cave.
3. The whisky fairy does not exist. The imposter on Twitter (@TheWhiskyFairy) is just like all those other fake celebrity Twitter accounts, unverified. I think I may have to accept the reality that is staring me in the face; there is no whisky fairy.
4. Glengoyne is a lowland whisky. They call themselves a Highland whisky and I agree the distillery buildings are technically located in Highlands, however their warehouses are located on the south side of the road that defines the border and as maturation accounts, by most estimates, for 60 – 70% of flavor, then I submit they are more of a lowland whisky. When they will accept this fact and move on is still unknown.  By the way they would be a fine lowland distillery, perhaps even the premier lowland distillery, rather than today where they are, if we are being honest, just another very good Highland single malt.
5. And finally Gaja Barolo is not the Portuguese national team’s reserve goalkeeper. It’s a type of wine.

As I mentioned in the first installment of this blog entry “114 Whiskies to Try Before You Die Part 1: A New List” I found thirteen changes between Edition 1 and Edition 2 of Ian Buxton’s’ fine work. In Episode 2 I discussed those that were obliterated like Alderaan by Ian’s death star.   In this entry we shall take a look at the new characters, the Jar Jar Binks if you like.

I was very happy that just six whiskies stood between me and the "monumental" claim to have tasted and reviewed not only all 101 from Edition 1 but also all 101 in Edition 2. Those six were whiskies Cutty Sark 18 year old, Glenglassaugh Evolution, Kavalan Concertmaster, Lord Elcho 15 year old, Naked Grouse and The Tweeddale 12 year old. The links to my tasting notes are posted below.

http://www.somanywhiskies.com/reviews/item/671-cutty-sark-18-year-old

http://www.somanywhiskies.com/reviews/item/669-glenglassaugh-evolution

http://www.somanywhiskies.com/reviews/item/667-kavalan-concertmaster-port-cask-finish

http://www.somanywhiskies.com/reviews/item/670-lord-elcho-15-year-old

http://www.somanywhiskies.com/reviews/item/661-naked-grouse

http://www.somanywhiskies.com/reviews/item/668-the-tweeddale-blend-12-year-old

The table at the bottom of this entry reflects all the changes from the first edition of 101 Whiskies to Try Before You Die and the second edition released in 2013. There are thirteen changes in total and in this blog I will focus on the departures which I will categorize accordingly:

“The Marketing Department’s Revenge”: Three victims here. Some were simply a straight swap of one expression to an updated expression. That accounts for Cutty Sark 18 for 25 and the Bruichladdich 10 for 12. I am pretty sure even their own Marketing department agreed that continuing to sell Glenglassaugh’s new make spirit was not a good idea now that they had real whisky.

“TTTTTThat’s All Folks!”: Phrases you don’t often hear include “Justin Bieber is a wise young man” and “Of course I have a bottle Glen Grant 25 year old, doesn’t everyone?” Adios Gordon and MacPhail Glen Grant 25 year old and Glenglassaugh 26 year old. If you still have a bottle of one of these enjoy it, because they are rarer than a Scottish World Cup victory

“Compass Box: Your 15 Minutes of Fame is Up”: I think even John Glaser’s mother would agree Compass Box get a pretty good shake of the whisky publicity tree and had a more than fair representation in the original edition. However they have been culled like a Canadian seal pup in this version. Their redaction (it’s a word – look it up) accounts for three more victims.

“Three for one”: Macallan have recently revamped their well-established line up for a new “no age statement” offering based on colors (I still giggle when I read the “official” explanation). Their fully deserved punishment is three out with just one of the newbies, Macallan Gold, making the second edition cut. They are getting off lightly.

“The Conspiracy Theory”: At face value the final two British badgers in Buxton’s gun sights may seem unconnected, Berry Bros and Rudd’s Blue Hanger and Glen Rothes Select Reserve. Except that as every whisky anorak worth his tattered copy of Jim Murray’s Whisky Bible knows they are in fact very closely related with BBR jointly developing the concept of whisky vintages with Glen Rothes single malts.   As these are both great products and still available, I have to assume a Christmas card got lost in the post in 2012 and a score had to be settled.  

Long ago, in a galaxy far, far away Ian Buxton wrote a book called 101 Whiskies to Try Before You Die. By long ago I mean 2011 and by far away I mean Perthshire. Stretching the Star Wars analogy further, from time to time I like to think of myself as Luke Sky-Johnnie-Walker to Ian’s Obi Wan Whisky. Just a few months ago Ian released the “revised and updated” second edition of this book in to the whisky and literary world. A second edition was not a surprise considering how popular the first book was (and not just with me, but with actual normal people too) but what I didn’t expect was the thirteen changes to the original 101 list so soon. That was thirteen changes to the list of whiskies that I spent eighteen months hunting down with the tenacity of a Kardashian searching for a photo opportunity.   Upon reflection of course I realize the list will have to change with time. After all whisky marketers change expressions and packaging like Roman Abramovich changes mangers at Chelsea; that is very frequently and with slightly less success each time.   Some other whisky stocks will simply run out, but unfortunately that does not appear to be the case with Johnnie Walker Black just yet.

At first I tried to be casual about it. I found and tasted all of the original list and as any true Star Wars fan will tell you the original is all that matters. No director’s cuts or CGI re-mastered versions are acceptable. I call my first edition list the Canonical 101, all other lists are heresy and besides I already had a new adventure finding all 101 World Whiskies to Try Before You Die from Ian’s second book (97 and counting at time of writing this blog). But as time went by I knew I would have to investigate and so after waiting for an online review which would explain the differences (none were forthcoming until now) I purchased the second edition of the book and found the thirteen changes for myself.

The good news was that I had already tasted seven of the thirteen. This left me the tantalizingly small number of just six new whiskies to try and then I could claim completion of the second edition list. I felt I was already in limited company with formal completion of the first 101, but to complete both editions? Perhaps even the first to claim both editions? Then my whisky geek status would be assured. When you stop to consider that “achievement” alongside a reference to the sanctity of the original versions of Star Wars in my blog it is wonder I even know a girl yet alone have been happily married for over fifteen years.   Imagine my joy when I discovered that all six of the newbies were available on Master of Malt’s excellent website in their affordable sample size. In just one night of tasting I could complete the second edition.  How could I not do it? And so the order was been placed and as I write is en route to me. What are they? Well you can try to use the force to determine for yourself, buy your own copy (Ian will be pleased)  or wait and I will reveal all in 114 Whiskies to Try Before You Die Part 2: The Blogger Strikes Back.

If recent media activity is any indicator (which it probably isn’t) then the merger of Japanese Suntory and Beam is the biggest international whisky based crisis since Makers Mark reduced their ABV for about the same length of time that the Houston Texans were a dominant force in the NFL. For those interested, in both cases, the time was less than 1 month. There are actually images of American consumers pouring bourbon down the sink as a protest at the Japanese ownership of Jim Beam. Caught up in all the hype and excitement I personally poured a bottle of Johnnie Walker Black down the sink, but that had nothing to do with patriotism; I just don’t like it that much.

As with many things in life I think it is all about how you sell something and the marketing department missed a trick with this one. Personally I think “Suntory and Beam” would be a great cop / buddy story and suggest that if they had promoted the merger in the form of an internet movie trailer everyone would have been thrilled. I propose it would go something like this (imagine caps = deep gravelly voice):

SUNTORY IS JAPANESE COP AND A STRANGER IN THE USA. HE WAS SENT HERE TO DEFEND HIS HONOR AGAINST THE MYSTERIOUS DIAGEO CRIME EMPIRE AND FORCED TO WORK WITH THE ONLY PERSON WHO CAN HELP HIM, THE SMALL TOWN SHERIFF, JIM BEAM. TOGETHER THEY ARE SUNTORY AND BEAM.

SUNTORY: We aim to be good corporate citizens not only by delivering top quality products and services to meet the needs of our customers, but also by striving to protect the global environment and undertaking various social initiatives to help realize a truly prosperous society.

BEAM: Well you are in my country now, and we have a culture and a passion for making some really great spirits and creating innovative spirits brands. Now excuse me, I am going to kick this Diageo’s ass.

SUNTORY: As we like to say: Yatte Minahare. Go for it

SUNTORY AND BEAM. COMING TO A LIQUOR STORE NEAR YOU.

I am afraid can’t take all the credit for the screenwriting. Most of Suntory and Beam’s dialogue was taken from corporate websites. Except the bit about kicking Diageo’s ass. I found that on the back of a Beam Global Ambassador’s business card.

Internet tip: when searching for images for your blog on the internet with a work PC do not UNDER ANY CIRCUMSTANCES type in the words “Japanese Western partners images”.