Scotch whiskey is often considered a mystery by non-connoisseurs.
That impression is partly due to the success of the whiskey, but it is also an obstacle to this drink.
“What I like to do,” Blair Bowman said, “is to decipher the mystery.”
Bowman is a whiskey consultant. In his words, his job is to try to turn people all over the world into whiskey fans, one by one.
But he had no patience with the old-fashioned thoughts of how to drink this wine. This is the first drink distilled at least since the 15th century.
The purist’s rule is whether to add ice to wine, which temperatures are ideal, and which whiskeys are more advanced than which ones – all of which you can throw away, he said.
“You should drink whatever you like and don’t let anyone say what you should drink,” Bowman nonchalantly said.
For example, one of his favorite combinations is drinking whiskey with ginger beer. A perfect combination – but at the bar they were asked over and over again if he was “allowed” to make such a concoction.
Few drinks are revered like Scotch whiskey.
For some, it is the essence of Scottish soil, moderate and poured into a drinking glass. This drink is rich in historical, bartender, and cultural stories. That’s the truth about it – Bowman happily agreed.
But there is another side to this wine.
It is also a booming export product, coming and occupying a number of foreign markets.
In 2018, the total value of Scotch whiskey exports was 4.7 billion pounds, up nearly 8% compared to 2017. More than one billion bottles of alcohol were sold abroad that year. And these sales account for 70% of total exports of food and beverage products in Scotland, and a total of 21% of total UK production.
The dominance of the whiskey trade in the Scottish economy is an example of a profession that has been pushed to an artistic level. It operates in two ways: Scotland’s food and beverage industry specializes in this drink, although whiskey itself is distinguished based on specific regions, with distillation and production methods.
So far, this strategy has been successful with Scottish whiskey, but this high level of specialization also comes with risks.
Accompanying increased specialization are risks of vulnerability. As new markets emerge and the way to enjoy them changes, whiskey makers who have been brewing this drink for decades have been in a constant race to chase after new tastes.