Aug 272019
 

Ever heard that expression ‘if you try to be everything to everyone you’ll end up being nothing for anyone’? That’s sort of what I’m struggling with here on ATW right now. Readership is understandably low coming off a very lengthy hiatus – which means there isn’t much of a barometer to gauge opinions – but I’m doing to my best to tackle a bit of everything here. That was always the game plan and I like to think that, throughout the years, I’ve done just that. I’ve drunk rotgut and scored it limbo-low, and sipped 70 year old drams that would make your accountant’s eyes roll back in his or her head.

Believe it or not, the easiest drams for me to source are those that fall in the mid zone. Couple hundred up to about a grand. Those at the lowest price points are scarce in my circles, simply because neither me nor my friends are buying them. And those at the top…well, I do get to try quite a few, but they’re far from everyday treats. Fortunately, my job allows me access to so much more than simply what I secure myself. Hopefully I’m getting at a bit of what everyone wants to see.

The reality is, though, that there is almost certainly a much wider audience for a review of an Oban 14 than there is for, say, a 1966 Banff. The latter is fun to read about for context and historicity, but the former is what aids in buying decisions for some. And I think, aside from a virtual social engagement, that’s what most use this site for. I think you guys and gals know me by now, though. It’s the scarce and storied malts that really light me up. They tend to be in very limited allocation and they tend to be pricey. ie. Not for for everyone.

But the problem is that notes on so many of these brilliant old and rare drams will never see the light of day. There are legions of hoarders out there who will never open these bottles, collecting showpieces as opposed to collecting the memories associated with the experience of sharing them. And that’s fine. No judgement. (Okay…maybe a little) But if I can use this as a platform for getting more info out there, I will. It gives perspective, if nothing else. And keeps my batteries fueled for the other stuff in life that is less enjoyable.

As I said, though…reviews of that nature target a very select audience: those with pockets deeper than most of us will ever have and those with a bent to masochistic and vicarious participation. In other words, the geeks who can afford ’em and will buy ’em, and the geeks who simply devour every word about the most complex spirit in the world. I recognize that some of the site’s content could be construed as pretentious. I guess there’s no getting around that.

But let’s continue to fight the good fight together. You let me know what you want to see on here and I’ll try to make it happen to the best of my ability. And hopefully I can continue to walk the line between archiving notes on grail malts and sharing the word on the daily drinkers. Because they all deserve their day in the sun, aye? And who knows? With the bubble reaching (arguably) its apex position, its not only possible but probable we’ll see it pop (or at least deflate a bit) and perhaps the gap between these points will close a bit. Food for thought for another day, though: careful what you wish for. It would not be a good thing to end up where we were back in the late 1800s. Or the 1920s. Or the 1980s, to speak to a bit of more topical time.

Much love…

 Posted by at 9:02 am

  3 Responses to “Striking A Balance”

  1. It’s reassuring simply that you’re aware of the conundrum between higher readership of more readily available whisky and the likely lesser demand or interest in unicorn whiskies. I hear your predisposition to higher end bottles but I think you strike a reasonable balance. However, I do tend to skip over reviews of stuff well above my pay grade -the FOMO is bad enough with reasonably obtainable bottles. I for one like to see reviews on limited release bottlings as reflections on them are often few and far between but are really helpful when we’re deciding whether or not to take the risk and splash out on something. I guess variation is the spice of life and all that. Thanks and keep up the great work.
    Cheers
    Hayden

  2. Well I’m happy you’re back.
    My budget tends to be lower end – an 18y/o is about my limit (though I secured a few older Glenfarclas when they were cheaper and am sitting on a Parliament) so I’m quite pleased with your analogy regarding Oban 14 (hella cheaper stateside than Canada). But I do like reading about unicorns so I think you strike a decent balance.
    Also living in a whisky impoverished province I can’t access what you can in Calgary (but I CAN pay less for A’bunadh, if I want to) but still nice to read and dream.
    Carry on lad.

  3. Thanks, guys. Appreciate the validation of this approach.

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