My name is Curt. And I have a problem.
It’s not a deal nor a test nor a love of something fated.
It’s the fact that I work in the whisky world. Most of you are probably aware I spend most of my waking hours at Kensington Wine Market in Calgary. KWM is sorta like the Malt Mecca of Canada. Twice now the store has been runner-up for World Whisky Retailer of the year. Yup. We’re just that good. And humble.
I’m telling you this (or maybe just reiterating this, if it’s something you already knew) to give you some idea as to where I’ve been and what’s happened to the site over the last year or so. (Hint: nothing. Nothing has happened here). The simple truth is that I was finding it hard to balance my work responsibilities with my prime directive: honesty. Let me show you what I mean…
One evening many, many months back I wrote a couple reviews for the site. One was a rather positive review for a malt I liked. The other…maybe not so positive. The whisky in question was sulphury and…well…flawed. I published one. I went to publish the second and sorta pumped the brakes. We have loads of this stuff left on the shelves. If I talk shit about it, who’s going to buy it? Then I thought, just wait until it sells out, then publish. But that theory comes with its own problems. I could just see someone at some point calling me out: if you knew it was shit, why did you let me buy it?
I struggled with this until just a few days ago. Then I decided, too bad. This site has been around for a long time. Ten years. It deserves better than to die a slow, whimpering death, relegated to the periphery of online whisky lore, while daily visits continue to drop. So…I had a sit-down with Andrew. Andrew “Scotchguy” Ferguson, that is. I’m sure you know him from his monolithic online presence, if not as the owner of KWM. I told him where I was at with it, and he was in absolute agreement: get ‘er back up and running.
And the thing about negative reviews? Well…two things, actually: 1) Caveat emptor. Buyer beware. What I write here (in terms of reviews, anyway) is one man’s opinion, and in no way an attempt to push opinion as fact. Almost every online retailer out there now has a review system on their site. I often read user reviews, but that doesn’t mean I have to agree with them, or base my own purchasing on them. And 2) At any given time, probably 75% of what we sell in-store is open for tasting. If I feel a whisky is not great, I simply don’t suggest it to customers. If they want it, however, and can try before buying? Hey…they’ve bought based on their own tastes, and I respect that. Especially if they are bucking the trend and going against the tide. There’s a deep-seated honesty in forging your own path and ignoring the din of voices all shouting in chorus.
Additionally…I will still be reviewing store-exclusive casks from time to time. We do a lot of these. Fair warning: these scores will almost certainly be uniformly high. Is this a conflict of interest? No. Not in my opinion, anyway. I’ve helped select these barrels for purchase, based on empirical evidence (i.e. my own tasting experience with them) and knowing that they were good. Sometimes great, even. Would I stand behind a purchase worth tens of thousands of dollars if I didn’t think the whisky was good? Of course not. And again…you can always come in and try for yourself. Our track record for selling entire barrels in record time is legendary. That, in my mind, speaks volumes about the level of quality we insist upon.
In short…we’re back, baby.
ATW will look a bit different going forward. Not sure what that means yet, but we’ll figure it out together. I do know that reviews will look a bit different. The content will be similar, but the format may be tweaked a little. Gotta keep it fresh for myself too, aye? And, at the same time, try to keep to a framework that people know and recognize. A few more inside jokes, a bucketload of non sequiturs, and some occasionally surreal ramblings will likely be par for the course too. Oh, and perhaps the odd diatribe.
I’m kinda hoping to recruit a few guest writers into the fold. There are several reasons for this, but it mostly comes down to injecting new life into the site and sharing the workload. As of now – until I find my ‘Angus’, anyway – reviews will all still be mine. I sorta feel like this is the only way to maintain consistency. You guys have learned to understand my palate, if not necessarily trust it. It would be disingenuous to let someone else start scoring whisky here until I am positive their tastes nearly mirror my own.
I’ll be leading another crew back to Scotland in a couple months, too. Six of us in total. It promises to be an absolute blast, so you can almost certainly expect some jottings on that l’il endeavor as well. Hopefully some stories, a handful of reviews and some random musings. We’ll see what shakes out.
Also, the sinDicate Single Malt Society is going great guns. Coolest whisky club around. I’m really proud of this one. The Dram Initiative was great, but sin is next level. And cheeky as f*ck, to boot. Which is, of course, my MO. We’ll share a bit more about that in coming days too, including some notes on the club’s first cask purchase. Exciting stuff.
Anyway…it’s good to be back. I’ve missed you guys and gals.