The Great Whisky Rumble

Back in 2003, I hosted and presented my first “Whiskies of the World” tasting.  It was an educational affair; an introduction into the different whiskies being made around the world; and an opportunity to taste the different styles and flavours on offer.  More importantly, it was an opportunity for punters to learn how and why, for example, bourbon tasted different to Irish whiskey, and why Scotch and Japanese whiskies were reasonably similar.  And I threw in a Canadian whisky and a Tennessee whiskey for good measure.  (Don’t ask “What about an Australian whisky?” Lark’s whiskies were scarce, and Bakery Hill had only just launched its first ever release that same year).

The format and lifespan of that particular tasting event didn’t last long – I wrapped my up last Whiskies of the World event about two years later in 2005.  Truth be told, there wasn’t much interest or a market for it.  Can you believe that?  Everyone was super keen on Scotch, and the other categories (or countries) failed to get anyone excited.  That probably seems hard to comprehend in today’s environment, but – as I continually preach to people – we’re presently in a heightened time of whisk(e)y enlightenment, and it hasn’t always been like this.   Back in 2003–2005, the choices and products available to Australian whisk(e)y enthusiasts were pretty thin, and brand campaigns or tastings for non-Scotch whiskies were non-existent.

For example, Bourbon pretty much started and stopped with Jim Beam, with Elijah Craig 12yo being the only premium product in the category. Japanese whisky was almost impossible to find, and there were certainly no single malt bottlings about.  The only bottling I could ever track down (through a specialist importer) was Suntory Royal. The Irish category was represented by Bushmills (with an honourable mention to Tullamore Dew), and Canadian Club was viewed as something to mix with Dry Ginger Ale.

There were plenty of brand ambassadors being employed by the Scotch companies, but the other categories simply didn’t have the market (or, in the case of Jim Beam, the need) for ambassadors to be hosting tasting events and educating the masses.

It probably sounds corny saying this 10 years later, but I remember thinking at the time, how good would it be if all the international whisky brands were as vibrant and active on the stage as Scotch was demonstrating it could be?  What if there were brand ambassadors flying around the world, spreading the word about their products?   Well – as we can all now testify to – that day has come.

What’s more interesting is the fact that many of these brand ambassadors now fall under common umbrellas of ownership.  With drinks brands merging or taking over one another on a frequent basis, we now have the drinks’ equivalent of a musical supergroup.  Beam Suntory is one such example.  Courtesy of Suntory recently acquiring Beam, you have two huge sectors of the whisk(e)y market coming together and both expanding and combining some very significant portfolios.  And it’s this current set up that permits a certain type of event to take place:  The Great Whisky Rumble.

Iconic brands such as Jim Beam, Laphroaig, Hibiki and Canadian Club may not seem to have much in common on the surface.  An American bourbon, a single malt Scotch (a peated one at that), a Japanese blend and a Canadian blend combine for an eclectic mix of spirits in anyone’s drinks cabinet. But they do now all share common ownership and their brand ambassadors are essentially all working for the same side.  Which means we can all have a bit of fun…

The Great Whisky Rumble, held in Sydney on 1^st September, brought together four very special people: Fred Noe (7th generation master distiller for Jim Beam), John Campbell (Manager of Laphroaig), Mike Miyamoto (Global Ambassador for Suntory), and Dan Tullio (Global Ambassador for Canadian Club). This was a whisky event unlike any other. Billed and presented in a format that can only be described as part rumble, part roast, part comedy debate, and part whisky tasting, it was certainly one of the most unique and enjoyable whisky events I’ve had the privilege of attending. It’s one that’s difficult to describe, but hopefully the photos will go some way to explaining the evening.

On arrival at the venue (the old Redfern railway carriageworks), it was evident this was going to be a seriously big night. A 1920’s theme shaped and fashioned both the décor and the dress code, and the room was lined with whisky barrels, barley, 1920’s paraphernalia, and display bars for each of the four featured brands. Oh, and some very attractive ladies handing out cocktails.

After ample food and beverage refreshments, host and Master of Ceremonies, Dylan Howarth, officially welcomed the large crowd and then introduced the main event. The curtains drew back to reveal a boxing ring and the night’s theme and format quickly became very apparent!

Our four combatants were introduced and called to the ring, very much in the spirit of a boxing bout. But, rather than boxing gloves, each was armed with a microphone and a bottle of their product.   The Rumble had four rounds, each round essentially being devoted to one ambassador to say a little bit about their whisky; to fling some gentle mud at their counterparts; and to answer some questions from Dylan. Round One was Dan Tullio/Canadian Club 12yo; Round Two was Mike Miyamoto/Hibiki Japanese Harmony; Round Three was Fred Noe/Knob Creek; and Round Four was John Campbell/Laphroaig 10yo.   During each round, the respective whisky under the spotlight was handed out to the crowd and thus the audience could nose and sip the whisky whilst listening to the banter coming from the stage.

There were some brilliant comments, jabs, backhanders, jokes, barbs, witticisms, and observations offered by all involved, and – it must be said – Dylan Howarth did a superb job of both (a) fostering the conversation in the ring, and (b) involving and drawing in the audience. Yes, most of it was scripted, but it was fun and it worked.

So what did we learn from the Rumble? If I had to condense a conclusion out of each round, I’d package it up as follows:

• Dan Tullio has a warm sense of humour; a sense of theatre; and a deep passion for his product. And why describe your product in 10 words when you can use 130!   He sees Canadian whisky becoming increasingly premiumised in the future and, I must say, the Canadian Club 12yo was certainly a pleasant step up from the entry level (and only level) Canadian Club I remember showcasing 10 years ago.

• Mike Miyamoto has that typical Japanese trait of modesty, which belies an extremely detailed mind – one that is well suited to appreciating and describing the subtle delicacies of a blend like Hibiki.

• Fred Noe is your classic Kentucky man. No nonsense, no flowery language, no stalling – just cut-to-the-chase honesty and a great sense of humour. I had a such a fantastic time touring Jim Beam’s Clermont distillery a few years ago (where Knob Creek is made), and Fred’s voice and manner took me straight back. Bourbon has always been a fun drink, and Fred typifies this in his very being.

• John Campbell is the perfect Scottish gentleman. Quiet and reserved, he also exudes a charm and confidence that comes naturally when you know you’re making one of the world’s most-loved whiskies. And – like all good Scots – he can fire off a cheeky wee barb when he wants to. The peated Laphroaig was the perfect closer to the tasting.

And so it was that the Great Whisky Rumble wrapped up. Well done and congratulations to all involved. This was an event of epic proportions (and no doubt with an epic budget to match), and possibly a game changer in how big brands do big events.

As I walked out the door, my mind thought back to the Whiskies of the World tastings I was presenting 10 years ago. If only I’d had a boxing ring back then…

Cheers,
AD