Is there too much whisky information flying around these days? Are we becoming overwhelmed – or distracted – by excessive information about each release that ultimately obscures our appreciation and enjoyment of the whisky? Has whisky trivia become too trivial?
Earlier this week, I was re-writing the Whisky & Wisdom “Whisky Quiz” which I refresh and update semi-regularly. Designed and intended as a fun way for whisky drinkers to test their knowledge, the questions certainly separate the novices from the hardcore enthusiasts. (If you’d like to try Whisky & Wisdom’s latest Whisky Quiz and put your whisky knowledge to the test, you can try our quiz here). My rule is that the questions have to come off the top of my head – that is, I rely on my own knowledge, and I don’t research or go looking for impossible questions. I figure that if I know the answers, then other people must know them, too. However, whilst conceiving the questions and answers this time around, it became very apparent to me just how much information is out there and available to today’s whisky drinker. And I pondered: Is there too much information?
I thought back to the whisky scene about 20 years ago. If you wanted to find out some information about a distillery, or to learn something about a particular bottling you liked, what were your options? This was before distilleries and brands had meaningful websites; it was before online marketing and e-newsletters became the norm; and it was certainly before social media avenues exploded.
The truth is, we relied on one or two printed books (e.g. Michael Jackson’s Malt Whisky Companion comes to mind); we relied on what little information was printed on the whisky label or packaging; and – if we were really lucky – a brand ambassador might come to town to present a tasting and share some nuggets of gold. And so, for the most part, whisky drinkers were satisfied to know simply that, for example, the distillery was in Speyside; the whisky was 12 years old; and the casks used previously had sherry in them. ‘Nuff said.
Today – in stark contrast – we can be overwhelmed with information. Distilleries now open their doors; their websites are choc-full of info, pics, tasting notes, archives, and video; other whisky websites provide historical accounts and trivia; and – perhaps most critically – the marketing departments of the whisky brands go to significant lengths to make each frequent new release sound more interesting and intriguing than the last. Which means they have to tell us more about what’s in the bottle and how it got there! We’ll now be told which field the barley came from; who the farmer was; where the peat was sourced from; which rare strain of yeast got used; how long the extra fermentation went for; where the casks were sourced from; the type of oak that was involved; whether they’re 1st fill or refill; and what they were seasoned with beforehand.
Of course, it’s all absolutely fascinating and interesting, but tell me: Does knowing this information influence the aromas you detect as you lift the dram to your nose? Does it influence what your palate tastes? Many social commentators lament the “dumbing down” of society and how modern behaviours are killing off key human skills, habits, observation, and etiquette. And I wonder if the wealth of whisky information online and at our fingertips is having a similar effect? Are we becoming reliant on being told what we should taste and why, rather than relying on our own faculties? Does knowing so much about a dram’s provenance distract us from actually just enjoying it?
A classic example I’ve observed over the years at various tastings is when a bottling is declared as coming from a PX cask (pedro ximinez sherry) or has a PX finish. The moment the presence of PX is declared on the label, we drinkers immediately judge the whisky on the quality and intensity of the PX. If the sherry influence is only light, or if it doesn’t exude that rich, dense, sweet grapey-ness, the whisky is immediately scored down. And yet, if there was absolutely NO mention of PX or the drinker was unaware of any PX involvement, the whisky would be more warmly received and would score higher. I’ve tested this by serving PX-finished whiskies blind or masked at various tasting panels over the years, and my theory holds true.
Scotch whisky needs to re-claim some mystery. I’d prefer the producers to overwhelm me with outrageously delicious whisky than to overwhelm me with information. As several observers are now commentating, sometimes the releases spruiking the loudest and most interesting stories end up being the most disappointing drams. Are producers now relying on style over substance?
I tasted an incredible sherried whisky the other day. Was it from a fino cask or an oloroso cask…the truth is, who cares? My eyes told me the spirit was dark and appealing; my nose told me it was rich, spicy and full of dried fruits; and my palate told me it was delicious and that I should immediately go back out and buy myself a second bottle. That’s all I needed to know.
Cheers,
AD
Nope – we no longer live in the 80’s with just two books – TRANSPERANCY is the word more and more distilleries have to learn. Who cares if Oloroso or Fino – I DO!!
I agree with your sentiment Jason, and I agree we’re no longer in the 80’s. But I reckon there’s a difference between transparency (which just means being honest & not keeping secrets) and having marketing departments provide superfluous information to make ordinary whisky sound more exciting or worthy than it really is! 🙂
A refreshing take on the drive for more information in the whiskey world.
Blind tasting is the ultimate leveler, your palate decides, not marketing prompts.
Having more information on the label doesn’t alter the taste one iota.
Of course you are completely correct – too much information and, as is so often so often the case, style over substance.
I am reminded of the advice of a past MD of Macallan telling me that should we ever know too much about sectrets of the perfect dram then we could all just go home as we would have shattered the myth and totally spoiled a vital part of magic of the cratur.