For those who want the TL/DR: This blog will go into hibernation mode with infrequent updates in the future for “whenever I feel like I have something to say”.
It’s been six years. Six years of putting out whisky related content on this blog on a more or less regular basis. Six years which has seen me undertake lots of superb trips to Scotland, make lots of new friends and enjoy some incredible whisky. I’ve been blessed to experience all of this and I’m thankful to each and every one I’ve met and shared a dram with along the way.
On the 10th of April in the year 2014 the first article, aptly named “(Yet another) Whisky Blog” was published on this site, back then under a different domain name. Before reading these first ramblings again I thought they might be cringeworthy now that I’m more seasoned, more experienced and quite a bit older. Alas, what I wrote back in 2014 still holds true to this day, which makes me proud.
This blog was started to provide guidance in a whisky world that’s certainly grown a lot in complexity over the years and decades. In a way, the whisky world has changed that much in just four years, that I was on the brink of losing myself in it – and losing interest. Only earlier this week did I buy my first bottle of whisky in 2018 (and a grain whisky to boot!). There were days when I wasn’t sure whether I should really attend the Limburg Whisky Fair, out of the sheer perceived loss of interest.
Things were not going well in my own whisky world for a few months! There’s I reason I quoted the Obama campaign slogan in the title – to me it felt as if my term in the whisky world was coming to an end. I did not need an election – but I needed a big kick in my behind, catapulting me forward. Limburg represented that kick in the bottom, the experiences, the talks, the malt mate comradery – and a few drams that reminded me that whisky is indeed the best aged brown spirit this world produces.
Now I can honestly say “Happy birthday” to my wee little corner of the internet. Hey, this blog is now older than some of the no age statement bottom-shelf whisky on supermarket shelves! I consider that an accomplishment! Thanks to everybody for sticking with me for the ride, thanks for all the comments, the friendships – and the samples. This blog would be nothing without the people reading it and engaging with my “content”. I’m looking forward developing it further for and with you.
Every journalist and / or serious blogger needs to ask himself one vital question: Who do I write for? What does my target group want to read? What should they be informed about? What’s of interest? There are all kinds of metrics and you can compare click rates and social shares as well as comments to figure out what people like to read. But metrics only take you so far.
It was time to ask you, my readers of this blog, as to what you are actually looking for in my whisky reviews. I decided to conduct a twitter survey amongst my twitter followers, and here are the results:
What surprised me the most was that the majority chose the answer “surprise me” – showing no clear preference in the type of whisky they wanted to see reviewed. Those who did choose one of the three types of whisky showed a clear preference for “Show me the daily drams”. People want to hear about great value for money whisky. In a world of ever-increasing whisky prices, people seek guidance. Do they want to hear about the latest four-figure posh crystal decanter whisky? Yes, they do, but they care much more about drams actually suiting their whisky budget. A case in point is my review of the 12 yo Kilkerran – very good, very affordable and one of the whisky reviews with the highest number of clicks this year so far. Continue reading “What kind of whisky do you want to see reviewed?”
“Don’t feed the beast that chokes you”. A blog post under that title paired with a new site banner with the words “Hibernation mode” by Malt Maniac Oliver Klimek sparked many responses, questions and similar statements by other whisky bloggers all over the world. Long-standing, respected whisky bloggers are putting blogging on the backburner or calling it quits:
But you can expect the blog to remain low-key until the grip of the beast has eased at least a bit.
What’s it all about?
The biggest issue at the moment, amongst others, which I won’t touch since Oliver has already laid them out in detail, is the price of whisky. A topic which I have written about in the past as well. As whisky bloggers, when we can no longer afford the whiskies we want to try, and share them amongst our peers and friends, we run into trouble. We either have to depend on the generosity of distilleries and distributors, wealthy friends, the purchasing of samples or, begging. Begging for samples, if you don’t mind me digressing, but it has to be addressed, is a recent phenomenon. That small but vocal and nagging sub-group of bloggers is dragging the whole online whisky writing community through the dirt. This results in rolling of eyeballs when you mention what you do, as I’ve experienced myself and my good friend Johanne has also written about (which has triggered me to write about it too). It’s a shame. We don’t need that. Stop begging, people! You’re not only hurting yourself, you’re hurting all of us and make us even more frustrated! I for myself have a written code and that includes never asking for samples and giving my honest opinion without sugar coating on those samples which are offered to me. If it comes with strings or expectations attached, I don’t take it, period. And neither should anyone else. That’s the journalistic ethic code, and journalists is what we are. End of digression.
I went on a trip to the Spirit of Speyside whisky festival exactly a month ago. One thing I couldn’t help noticing was the extreme number of extravagant, fancy, glitzy and exorbitantly priced bottles of whisky I encountered – either on sale or still in cask with an announced 5-figure future selling price. At the same time the “daily dram” category gets flooded with younger, no-age-statement releases at higher prices and not always better quality than we previously got.
Whisky used to be a brown spirit for everyone. If you had a “normal” income, you could afford a (really, really) good tipple, if you wanted to. Whisky is not only a brown spirit, it is also an aged spirit. All the fancy cask voodoo so popular these days can only bring the spirit so far – age is more than a number, it is a prerequisite. Some distillates are great at a young age (Talisker, Ledaig, Kilchoman spring to mind, a non-exclusive list) while others take a long time in cask to mature to perfection. The sweet spot for many whiskies lies between 15 and 25 years. That, however, is a diminishing category. Continue reading “A disruption in the #whiskyfabric”