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American consumers love their Grey Goose or Ketel One, but have no problem ordering an Absolut or Ciroc when the mood strikes them. They are very comfortable ordering a Cosmopolitan, seemingly uncaring that the drink that is handed to them probably contains Wolfschmidt or Aristocrat vodka. It takes a hardcore tequila drinker to specify the brand of tequila they want in their margarita, and rum drinkers tend to drink whatever brand contains the flavor of the day. Then there are the whisky consumers. There isn't any other group of consumers so brand loyal and unwilling to cross category lines as the whisky drinker. They are the quintessential snobs, and with good reason. Types of Whisky There are many varieties of whisky including Scotch (both single-malt and blended), Bourbon (including Kentucky, Tennessee), Canadian, Rye and Irish. Different types of whisky are made from different grains and distilled using different processes, but they have one thing in common ? they are all aged in oak casks. The casks that are used in the process are selected by whisky masters as carefully as winemakers select the grapes used in each of their vintages. American whiskies are generally aged in new charred oak casks, while whiskies produced in Scotland, Ireland and Canada are aged in carefully chosen oak casks that may have been previously used to age other whiskies, sherry, brandy or cognac. Whiskies can be straight or blended. Blended whisky refers to a blend of mature whiskies from different distilleries. Straight or blended whisky may also be made of blends from the same distillery but different batches or casks. Consumer Perception In a category like vodka, it is a relatively easy matter to change the perception of a brand in a consumer's mind by altering packaging, raising the price and backing it up with marketing strategies. Not so in the whisky category. Take Johnnie Walker for example. It is sold as Red, Black, Gold and Blue label, with Blue Label being the most expensive at $100 to $200 per bottle. Despite the price point, you would be hard-pressed to find Johnnie Walker Blue Label on any list of ?Best Scotch Whisky?. Maybe that's because most die-hard scotch drinkers are single-malt snobs who would never touch a blended whisky. The reason may never be known. What makes a good whisky to a whisky snob is not price or packaging, but rather taste, distillery of origin, the whisky master who produced it, the method of production and amount of aging. A good review by Whisky Magazine doesn't hurt either. How to Drink Whisky A true whisky snob will drink his whisky in a snifter or lowball glass, neat and at room temperature. They say that it is akin to allowing a bottle of red wine to breathe before partaking, as it is the only way you will taste the true flavors of the beverage. Bourbon fans tend to drink their bourbon as a shot. It's the same principle with a different presentation. The lower you go on the whisky snob food chain, the more elements you will add: a twist of lemon, water, club soda or ice. Only novice whisky drinkers would dare to mix anything else with their whisky. Younger consumers tend to drink whisky as shots or with a variety of other mixers. A Rusty Nail, for example, is a cocktail made with Scotch and Drambuie and served in a highball glass over ice. A modern version is now quite popular that mixes Chivas Regal with Remy Red. Jack
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Tania Gannaway has been tasting single malt whisky for over 20 years. One of his prefered whiskies at the moment is Tomatin Whisky, a single cask single malt whisky.
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