Round Table Time

It's that time again. The Whisky Knights, a raggedy, disparate bunch were thrown together a little over a year ago - the premise being that the burning questions of the day from the whisky world would be discussed and debated with all the panache of Lancelot and his Camelot chums.

Well, something like that. In reality, it was the 12 most active whisky blogs, generally grumbling and drunkenly scratching their troublesome itches in public.

This month, it's time for Caskstrength to ask the question and we think it's a cracker:

Dave Broom wrote an interesting article recently on the most common myths surrounding drinking whisky, highlighting a lot of existing anxieties people associate with the spirit.

What myths have you encountered from your readers and how would you help demystify them to encourage a wider (and younger audience) to enjoy whisky?

Us – Caskstrength:

In our opinion, the biggest myth about whisky is that it’s a deeply challenging spirit, once the domain of the elderly gent, general drunk, whose palate is completely grizzled or, the true connoisseur. Of course there are lots of myths floating around whisky, water/ice/blends vs malts, but they probably all inter-relate with the big flavour question- that to the uninitiated, whisky will blow your goddamn head off.

In our recent experience (taking whiskies on the road to a totally new group of drinkers, including a high percentage of women) if you break down the preconceptions before the drinker has even had a sip and- pre warn them not to slug the thing right back, they usually find the enjoyment begins to unlock itself. Imagine if you don’t like oysters. The thought of knocking back something which looks like the contents of a tissue is never going to be appealing, but give it some context, some explanation and some guidance and the whole thing should become a lot more palatable. Well, I hope so, as I’ve yet to keep one down. But with any luck, the same principle applies.

Ruben- Whisky Notes:

One of the myths that I frequently run into, is the myth of whisky contamination and (rapid) deterioration. Some people are questioning reviews because they were based on a sample rather than a "real" bottle, and often we are advised to drink a bottle ASAP once it has fallen below a certain level. I'd like to mention three things.

Firstly, there's a big difference between simple "changes" and deterioration. Every whisky changes over time and perhaps the biggest change, whether you like it or not, is caused by simply opening a new bottle. I've experienced this several times: the first sip straight from a new bottle is slightly disappointing and not in line with reviews, but after a couple of days it shows the aromas you'd have expected. After that, it usually stays the same for a long time. So I'm not questioning change, it's just not necessarily a bad thing.

My second point is that I don't think our senses are suitable to track differences over time. The context will have changed, our mood is different, we tried the whisky in a different line-up, we ate different things before our tasting... and the differences will be too subtle to notice anyway. The only possible way would be to compare an open bottle to another bottle from the same batch that we have kept closed. Even then I'd like to remind you of my first remark... which of the two profiles is the "real" profile? The newly opened, air-tight profile or the aired, "normalized" profile?

As a last element, I'd like to tell you about my experiences. I have a dozen of bottles that I opened six years ago, levels are fairly low (under one third) and yet I find it difficult to spot differences. In any case none of them went "bad". They may have changed, but why should I care if I still appreciate them, perhaps even more than before? The same goes for samples, on several occasions I've compared a sample to a full bottle, and I never felt I was tasting different products.

My conclusion: of course whisky can change, but the differences will not be relevant and they will be due to changes in our assessment rather than changes to the product itself. Unless you're planning to keep bottles for 50 years or more, I don't think you need to worry about deterioration. Whisky, being one of the purest alcoholic drinks around, is probably one of the most stable as well.

Peter Lemon- The Casks:

I was going to write something contentious about the myth that pairing food and whisky is a good idea. Regardless of what people say, the amount of alcohol in whisky wipes out all but the strongest, simplest flavors. Sure, there are things that taste good with whisky, chocolate, strong cheese, bbq, but do not try to tell me that an Islay malt pairs well with poached oysters in a fennel-saffron reduction. One sip would wipe out all subtlety, all nuance, in the dish, it can't not - with whisky's high ABV, that's simply the way our palate's work. When you have chefs and sommeliers thinking that high alcohol wines (15%-18%) are too strong for food, that's proof enough that something 40%+ just isn't a wise choice. Aperitif, yes. Dessert, sure on occasion. After-dinner, definitely. Dinner, no. Whisky-paired dinners are fairly popular but they're just a way to get people in the door to drink whisky, which is fine, just don't buy into the myth that whisky shows off any kind of culinary delicacy.

But, then I thought, that's not so much of a myth that I've encountered as it is a misconception at best, or my petty opinion at the very least. Probably the myths I've encountered most are the same boring old "there's a right way to drink whisky" and "single malts are always better than blends" myths. As for the former, in the tastings I've lead, I've always stressed the only right way to drink whisky is the way you like it best; out of the freezer, mixed with coke, over ice cubes made with tomato juice, whatever floats your boat. Sure, some whisky-geek approved ways are going to show off the spirit better in an analytical way, but that really doesn't matter. Definitely don't worry about anyone "slapping" you if you don't enjoy your whisky the way an expert tells you to. As for the single malt vs blend thing...get over it, drink more varieties of each and you'll realize neither is better than the other, they're just different, wonderfully and purposefully so.

Jason Johnstone-Yellin - Guid Scotch Drink:

I encounter three myths on a very regular basis and I believe all three stand in the way of whisky reaching a wider audience (and I'm not even going to mention the myth that whisky is only for your Grandpa!):

1. Too many folk think you need to spend big money to experience good whisky. Come on! While entry level whiskies have steadily increased in price over the last decade (while the prices of other entry level spirits have remained pretty constant - or even decreased) spending $30 or $40 on a good entry level single malt represents a better investment over spending $15 or $20 on a cheaper whiskey. Years ago, when I founded the Single Malt Whisky Society of the Palouse my first goal was to educate on the value of price point. Within a few months of launching the society my members were telling me about spending an extra $10, $20, or even $30 on a bottle of whisky and how they were now enjoying what was in their glass so much more. What looks like a big price difference while standing in the liquor store makes for an immeasurable increase in overall enjoyment.

2. The issue of connoisseurship comes up all the time. "I don't have the palate to enjoy an expensive bottle," folk have said to me at a tasting event or in the comments of my blog. Rubbish! You might not have the vocabulary to describe what you're tasting in the glass but you sure as hell know whether or not you're enjoying it. Sit with friends and chat about the flavor profile and you're guaranteed to say something that makes others say, "that's EXACTLY what I'm getting!" And there's really no better feeling than sharing stories, throwing out a few informal tasting notes, and having a good old dram with friends and family whether it's a $40, $80, or $180 bottle of single malt. My advice is to not worry about what needs to be said but instead to have a dram, relax, and see what comes out your mouth!

3. Finally, and this made an appearance recently during the Round Table hosted by Pete at *The Casks*, is the myth that you shouldn't use good whisky as a mixer in a cocktail. Poppycock! When we're talking about drinks mixed by a highly qualified mixologist (I love that word!) we're not talking about Jack and Coke, your dad's Highballs, or other old school nonsense. We're talking cutting edge ingredients and flavors that allow us to see whisky in a new light. How is that not a wonderful thing and something that will increase the number of younger folk drinking good single malt?

Chris Bunting – Nonjatta:

I suppose the misconception I find myself butting up against most often is the idea that the cost of a whisky has a causative relationship to its taste. A whisky is not priced highly because it is delicious. Ignoring the complications of marketing strategies and deliberate attempts to target luxury niche markets, what you are paying for is rarity rather than how good it will taste (although a maker that sold something horrible for a large amount would be rather stupid, so you are also, I suppose, buying some sort of guarantee of drinkability for far more than you should be paying).

Certainly, there is some enjoyment in knowing you are one of the few people to be able to taste a given dram, but to restrict one`s whisky intake to expensive whiskies is a bit like refusing to eat crumbly, fresh cod because it is not as expensive as Fugu fish. This is a particular issue in Japanese whisky, where some rare, old whiskies from peripheral makers can be quite expensive and, at the same time, of quite phenomenal foulness.

Keith Wood – Whisky Emporium:

I can't say I have encountered any myths from my readers as such, but earlier this year I was perusing the shelves of a local whisky store when I was severely reminded of that good old adage "Age Matters", or not, as the case may be. Anyway, there I was when a woman entered the shop and also cast a glance across the shelves then looked at me and said "Oh dear, these almost all have 'ages', look 10 years old, 12 years old, 15 years old even 20 years old, but you know, it doesn't mean anything, they're all the same really."

My interest was now piqued "All the same?" I questioned. "Yes," she replied "age doesn't matter or mean anything. I visited a local distillery a few weeks ago and they explained to me that once a whisky reaches 3 years old it doesn't change any more. After three years old the 'age' doesn't mean anything"

Hmmm, I decided not to try and pursue this discussion further, but left her with her wisdom gained from the one local distillery in this corner of the world which bottles an annual edition of 3 year old whisky and nothing older...........!

Gal – Whisky Israel:

1.Single malt is "better" than Blended whisky. Most people who do not know much about whisky think that the single malt is the best, and a blend can never get close to it. The real truth is that there are nasty single malts and brilliant blends. All depends on the blender and quality of ingredients. I send people to try some of Compass Box's excellent blends, or even a high end Blend with a high Malt content such as Black Bull, or even Grant's 18/25 which are more available in duty frees.

2.Whisky should be drunk with a lot of ice, like in the movies. It's true that in Israel. a hot country we do need a bit of cooling down, but not that much... I usually tell people, try your whisky neat. Cool it down a bit with rocks (real ones) or in the fridge.

3.Older whisky is better. Always. People usually look at the age statement on the bottle and if it's 18 years old, it should be great. a 6 year old Port Charlotte? Can't be good right? Well, no sir! Age is not everything and cask selection is more important. Put a good whisky into a dead cask for 30 years, you get a bad whisky. I encourage people to try NAS and also advocate young age for peated malts... NAS is not the enemy.

4.I don't like whisky. Many people try cheap blends, and that's what they think whisky is. Bad whisky can really be a turn off , and I suggest experimentation. Try a lot, as many as you can. whisky is a big word, and no 2 whiskies are the same. Try all kinds of whisky you can get your hands on and see which one you like.

Matt & Karen - Whisky For Everyone:

There are numerous myths, preconceptions and stereotyped views about whisky and we encounter them everyday – some are extreme and some are more common, some are from the uneducated individual and some are from established people who are prominent in the whisky industry. As a whisky beginner or novice it is hard to separate fact from fiction – this is what we try to do on the Whisky For Everyone blog and website. The two most commonly asked questions that we get are …

Should I add water or ice?

There are those that will turn their noses up at you for even daring to mention adding anything to your dram of whisky (you can include mixers or cocktails in that as well!). A certain Master Blender has also been known to threaten to kill you for doing such a thing! However, the reality is that most whisky drinkers and people in the whisky industry take their whisky with varying amounts of water. This softens the sharpness of the alcohol and allows the full aromas and flavours to develop. It is especially necessary when tasting a whisky with a high ABV (for example, 48-50% ABV+). Most whisky, unless it is ‘cask strength’, has been watered down anyway to get it to the 40% ABV at which most popular brands begin their ranges. However, if you are a beginner even 40% ABV whisky can seem strong.

We recommend always tasting a whisky ‘neat’ first and then making your own mind up – if you find it too strong/alcoholic, then add a few drops of water. If it’s still too strong, add a few more drops and so on. Each persons taste is different, so there are no right or wrong answers. Adding ice is slightly different as this chills the whisky down very quickly, which inhibits the full aroma and flavour profile. You will only begin to get these once the whisky begins to warm up to room temperature, similar to if a white wine to chilled too much. What you will get is a cool, refreshing drink but without the full benefit of the whisky’s character.

Single malts are better than blends, right?

This has to be the most common myth of all. There is a firm belief that single malts are better than blends and this is the belief that we had when starting as beginners, albeit with no knowledge of the subject. Most of this can be attributed to good marketing, some voices within the hierarchy of the whisky industry and enough people who fit in to the ‘whisky snob’ category.

Historically, single malts are a modern invention with Glenfiddich pioneering the genre in the late 1960s. Many distilleries followed them and many more have only released their first single malts in the last 10-15 years, as the popularity of the genre has risen. Before that, single malts were very rare and almost all whisky was blended. All of the biggest names in the industry that we know today were founded on the back of the success of blended whisky. Sales of blended whisky still dwarf that of single malt by a ratio of 9:1.

Single malts play on their heritage and history, and are the essence of one singular place and time. They undergo more ageing that most other spirits. Some of the finest whiskies that we have tried to date are single malts but we have also sampled some average and disappointing ones. On the flip side, we have equally tried some excellent blended whiskies and some awful ones. As a consumer, you make up your own mind – if something tastes good to you and you enjoy it, then it’s a good whisky. It doesn’t matter if it is a single malt or a blend, as long as the individual enjoys drinking it.

The important thing with not just our two ‘myths’, but all the others mentioned in this month’s Round Table is – try them out for yourself, make up your own mind and most importantly of all, enjoy your whisky the way that you want to enjoy it.

The Whisky Round Table - December's Big Festive Question...

December's diary pages are already starting to 'dram'atically fill up and what with this being the Christmas party season, you'll no doubt find Joel and myself being kicked out of numerous hostelries across town, full of good cheer and with a bottle of the stuff still corked in our bags. But there is still the matter of the latest buzzing issues of the day to attend to and this month, we have a corker for you. As hosts for December's Whisky Round Table (12 noble knights, who discuss all things whisky on a monthly basis) we at Caskstrength have decided to apply a festive theme to our question, hopefully generating a few 'interesting' responses. So here it is, plus some fabulous answers from the cream of the world's whisky blogs and enthusiasts. As always, your comments are welcome...

'The festive season sees the big players in the spirits business heavily discounting some of our favourite whiskies in the supermarket chains with a view to entice the 'once a year' buyer and to grab some healthy market share. But does it de-value the product? Or do you think by discounting decent malts, it allows those with a curiosity to develop their palates further, albeit at a discounted rate??'

Mark Connelly - Whisky Whisky Whisky/glasgowwhisky.com

As I write this it has started already: the UK supermarket Christmas bunfight to grab the festive shopper is in full swing. Already the popular brands have had their prices slashed (in mid-November!) to incredibly low levels which has gone so far as to have been brought up in the Houses of Parliament by a particularly concerned MP. A bill to curb below-cost sales has been tabled but won't come into effect until possibly 2012. Whilst this is primarily aimed at beer and cheaper spirits it does highlight a very irresponsible attitude by the supermarkets who splash the Drinkaware logo wherever they can yet sell beer cheaper than water.

The main problem with this tactic, that I see, is that the consumer then expects to get their malts at that price all year round and this surely impacts on the independent retailer (something which is going to be extremely relevant to myself early next year). In fact I know of at least one producer who created a supermarket-specific bottling in their range in order to maintain the respectability of their core offerings. Perhaps all the distilleries and bottlers should follow suit and simply give the supermarkets a budget version? As the margins on spirits are pretty slim this is squeezing an already difficult market to breaking point. No wonder many companies choose to focus their efforts overseas.

I'm not entirely convinced that those purchases at this time of year lead to further exploration by the consumer into the world of single malts and would suggest that many of these sales will end up as gathering dust on a shelf or in a drinks cabinet for a 'special occasion', many of them being gifted to those who don't necessarily drink malt whisky in any sort of regularity but happily accept a bottle as a present. Having said all that I am certainly one of those people who will take advantage of the cheap prices - we all love a bargain and a decent malt whisky at under twenty quid is not something I'm going to turn down!

Keith Wood- Whisky Emporium

G'day CaskStrength and all fellow Knights (and Knightess) and a jolly festive season to you all. Unfortunately, or maybe even fortunately, depending upon one's viewpoint, this festive season discounting would appear to be only a UK phenomenon. There has been much forii discussion on this topic in recent weeks and days; Ardbeg for 20GBP, Glenmorangie for 15 funny English pounds, others for nineteen ...... crazy prices indeed! In fact here in deepest Bayern supermarkets have almost no decent whisky selections and when they do offer a couple of bottles, one is lucky to see Ardbeg 10y for €45 or a couple of Glenmorangie for similar prices. Thank goodness for decent internet shops, although apart from a few special deals they also don't enter festive-season mania.

My first pontification here is whether anyone other than the UK Government is really making a living from these prices? If I'm not too mistaken the combined duty and VAT on such a bottle sale would cover just under one of those English tenners, this leaves, in the case of that Glenmorangie, about a fiver to cover production, delivery, distributor and supermarket costs and profits. So not much there then!

Are the supermarkets making any money on this? Well, I was a student in the 1970's and earned a few of those funny English pennies filling supermarket shelves and lived through the really silly times of loss-leaders and supermarket wars. Anyone else old enough to remember the "Baked beans" wars when they sold at 1p per tin? Or even similar sugar-wars? Now that was crazy. Did this devalue the products? Not at all, but it made shed loads of money by bringing people in and then charging a wee bit extra for other items which they bought whilst there.

Is the same thing happening here with whisky? really don't believe so. In this case I think the supermarkets and suppliers are relying on that annual rush of once-a-year buyers and wanting their top brands or household names to be on the top of shopping lists, therefore discounting accordingly and I fully expect at least one of the brands to claim "top spot" for Chrsitmas sales sometime in January.

But does this devalue the product? Again I would say no. It probably cements those household names in the minds of the populous so that when they want another bottle later In the year, they'll hopefully return to that brand in some form of loyalty. So, I bid all ye festive drinkers, board your charabancs, don't spare the horses, head not for the hills but for the out-of-town centres of purveyance, following very much in the footsteps of the many aiming towards Yukon Territory and a town known as Klondike in 1897 and shouting "There's (liquid) gold on them there shelves!"

Chris Bunting – Nonjatta

My initial thoughts on this question were short and sweet: None of the real value of whisky is in its price. If delicious liquids were valued because of their price, then the cool water in a stream on a walk in the mountains would be worth nothing. So, let the shops discount it as much as they like.

On second thoughts, though, some of the real value of whisky is indeed in its price, because it is from that price that its producers` get their livelihoods and their ability to make and age their superb products. I don`t know much about the supply chains of whisky, but the usual story of supermarket discounts is that suppliers, in one way or another, are being squeezed by monopsonistic buyers. That is a bad thing for whisky.

Gal Granov – Whisky Israel

Well, Let's say all this is really a hypothetical debate for us Israeli whisky lovers since we do not celebrate those holidays here (no Xmas - we're Jews!, we killed Jesus remember ? - joking, of course). So, there are no whisky discounts here whatsoever. we'll continue not buying our whiskies in the stores because of amazingly high prices (200% more than your prices - at best) But, if we did get those once a year special promotions prices, i think i would have been totally in favor. low prices are good for :

1.You can get more whisky. yes, whisky is not a gem, to be looked at, it's a drink to be consumed, enjoyed and drammed with friends, alone, whenever you can.

2.It allows newbies to experiment and get some quality whisky at a good price. once a year, we may help newcomers take the first sip of a good single malt, and from that moment on, be entirely addicted. ;)

3.What about low income groups, such as the elderly, students etc? whynot make their holidays happier with a dram they can now afford and be merry?

I do not think it de-values the brand. It does the opposite, it opens the market for many more that will appreciate and buy that product from that day on. it's not as if they are selling it at Coca Cola price, but a few pounds off, will certainly entice new people to join. The whisky circle will expand, and more expressions and interesting drams for the rest of us.

So, merry Xmas. enjoy your amazing prices over there, and think of us poor Israelis, having to sell a kidney or two for a wee dram.

Peter Lemon – The Casks

Perhaps I'm missing some larger industry issue I know nothing about but I don't feel holiday sales "devalue" a product at all. Certainly, a discounted price would enable the curious and low-level fan to perhaps branch out a bit when otherwise they would not. I think we can all admit to being a low-level fan at some point and have bought that one bottle that pulled us in deeper into the black, soulless, pit of despair that is a serious whisky habit.

I think the one concern I have regarding bigger retailers and supermarkets (most supermarkets in the states do not have great whisky selections by the way, at least not the big chains) having big sales is that it can potentially hurt smaller, local retailers who might not have the buying power to offer that kind of irresistible discount. These days, it's harder to stay loyal to your smaller local shop when the bigger chain is offering a price that's $20+ cheaper on more expensive whiskies, but I do try to use locally owned businesses when I can...I just wish they'd have more 85% off sales. Happy Holidays!

Ruben – Whisky Notes

Personally, I don’t mind discounting as long as there is a season for it and most of it is done through supermarkets (that don’t usually have a lot of single malts). Like fashion sales, everyone understands that occasional promotions or stock clearance are necessary to boost interest and sales. On the other hand, I’m a little worried about the recent offering of exclusive Glenury Royal bottles (and other brands) for less than half of their introduction price in dedicated whisky stores. Whisky enthusiasts tend to spend higher amounts, and pricking the balloon of premium prices makes people think about the value and may backfire in the long term.

Mike, Mike and Dan – Whisky Party

It's our opinion that Christmas/Holiday "deals" in no way devalue a whisky. In fact, we're not even sure what that means since the price of whisky is constantly in flux. If anything, whisky is presently overvalued (we're looking at you, $80 NAS bottles). No one questions it when a shop puts a whisky on sale in the off season. As enthusiasts, if we see the discounted bottle of Talisker or Ardbeg, we rush off to grab it and then rush off to tell our friends. The same should be true around the holidays.

Stores offer discounts around the holidays for a business purpose - to move stock off their shelves and move their operating margins into the black. They're able to do that because of the gift-giving season, and it's a mutually beneficial relationship for all involved - the consumer, the gift recipient, and the small business operator. As enthusiasts we're happy because it means we get to stock up for less money, and gift givers can stretch their dollar further when purchasing an always-appreciated bottle of whisky. If it expands the base of whisky enthusiasts in the process - and we think it probably does - so much the better for all of us.

Joshua Hatton – Jewish Single Malt Society

Neil, Joel, a good question and one that I can answer pretty quickly. I have no issue whatsoever with deep discounts on whisky for the Challahdays. At the same time, I can not blame stores, distillers, liquor store chains, etc... for wanting to make money the rest of the year. I'm not saying I am happy about near-year-round higher prices for whisky. I'm just saying that these are businesses who are in business not to make people happy but to make money. On the flip side of the coin, I think it's on the consumer (you, me and Moshe the mohel) to do our due diligence by seeking out the best deal year round to help keep the price gougers from gouging. I wish all the knights a very merry Christmas. Gal & Jason, I'll raise my glass to you for 8 crazy nights as we dram and eat latkes in celebration of Chanukah. Lastly, I wish all the readers out there the very best! Happy Challahdays

Karen & Matt – Whisky For Everyone

As with most arguments, this one clearly has two sides. The supermarkets know that it is the time of year when people who maybe do not usually buy these products, will be shopping for whisky and other spirits. They also know that ‘customer loyalty’ is generally a thing of the past and that people will buy the products from the place with the cheapest price or best deal. Gone are the days of just shopping at X or Y supermarket – people shop around. Therefore, the supermarkets want them to shop at their chain rather than their competitor. Many such deals on whisky and other spirits are sold as ‘loss leaders’, meaning that the supermarket will happily take a loss of profit or margin on that product because the customer will then think they are saving money and purchase something else, as well as perceiving that supermarket chain as being cheap or economical for future purchases.

The idea of the supermarkets ‘bringing in new people’ seems honourable but the argument is badly weakened by a general lack of knowledge of staff, especially since most of supermarkets have reduced their specialist staff members during tougher trading times in recent years. It is further weakened by the fact that cheaper blends are also heavily discounted – therefore people will see a home brand whisky or other spirit for £10 (or even cheaper) for a litre and buy that instead of trying a single malt for double the price, albeit that it may have been heavily reduced itself. This is where the argument starts to swing around – is it therefore pointless to follow this discounting practice on premium spirits without promoting knowledge and education about those products and what makes them different from the economy brands? And just how many of the people buying discounted single malt whisky at Christmas actually return at other times of the year to purchase another one? Probably not many …

Naturally, the practice of discounting means that those ‘in the know’ can pick up decent whiskies or other spirits for a decent bargain price. Rather than complaining about it, should we just be thankful? Should we really look a gift horse in the mouth? The heavy discounting by supermarkets has lead to certain whisky distilleries and brands removing or limiting their stock for such promotions, as they feel that the quality and/or reputation of their whisky may be being devalued. The alternative is to shop at an independent specialist retailer, most of whom have knowledgeable staff who can help the ‘once a year’ shopper to choose their gift or something for themselves. Many of these retailers now offer special deals for Christmas, Father’s Day etc, although not to the same discount levels as the supermarkets.

The problem the specialist retailers have is a perceived intimidation factor – not for the whisky connoisseur or fan but for the beginner or ‘once a year’ buyer. While some will seek out the specialist advice in that search for the perfect present, many more won’t. The fear factor or embarrassment of not knowing about whisky will naturally mean that many shoppers will not visit such a shop. This is where the supermarkets cash in as they know that a half decent whisky range will sell, as customers feel safer just picking something that looks good off their shelves rather than tackling the perceived minefield that is the specialist retailer. Having said that, the knowledge of the staff and extended range of whiskies offer the customer much more choice and diversity that is second to none.

Jason Johnstone-Yellin - Guid Scotch Drink

Ahh, whisky being sold in supermarkets, how I miss thee. Living in a controlled liquor state here in Washington (with similarly controlled neighbours Idaho and Oregon) residents have to purchase spirits from liquor stores who, generally speaking, have very few options, although pricing isn't terrible on these limited offerings all year round. But what about the situation in the UK?

To be honest, without these festive season deals I might not have found my way into whisky. It was a Safeway special on Glenfiddich that provided me a gateway into the world of whisky. So, with this in mind, I take very small issue with seasonal discounting. The issue I see with it is the usual big buyer vesus small buyer concerns that cover a gamut of products. Tesco, Asda, Morrisons, and the like are in a position to discount in a way that Robbie's Drams, Tam's Drams, and even Royal Mile Whiskies, for example, simply can't. If you're a dedicated whisky drinker it's in your best interests to support "the little guy" as they can make suggestions, bring in special releases, and basically provide a level of service that you'd never get in the supermarket. They also have nice deals from time to time, especially on online orders, so keep your eyes peeled if you're a bargain hunter. If you're a newbie looking to lose your whisky cherry then maybe the supermarkets bringing you into the whisky fold with a special deal is a good thing. Especially if it ultimately leads you to making special requests from a smaller whisky shop once you really get into the world of whisky. That would be a nice win-win situation, wouldn't it?