I love Irish whiskey

And to anyone who doesn’t I have this to say – don’t be an eejit man!  Tree times distilled, you canna go wrong…

One who does not like Irish whiskey

In many ways the history of Irish whiskey reflects the very soul of Ireland itself: tragic, principled, enduring, resurgent, and throughout it all, ebullient, and abundant in lyricism and warmth.  The Irish story is bittersweet, having travelled a course of buoyant victories and bitter setbacks.  It led the charge of whisky in the nineteenth century, but passed on the trend to blend, much to its commercial detriment.  Scottish corporate interference then stunted the industry’s capacity to produce grain whiskey.  One hindrance followed another.  Independence and separation from the Empire deprived it of vast markets.  The industry shunned bootleggers and then was insufficiently prepared for the revocation of Prohibition, leading to severe reversals in one of its most successful markets.  Later post-war government policies further limited development, bringing the once flourishing industry to its knees, ravaged and barely hanging on with only 2 distilleries still operating.

But hang on it did, and in the last 20 odd years it’s been progressively emerging from the darkness.  There are now two new distilleries, independent and Irish-owned to boot.  And then there’s Jameson, the leading Irish whiskey brand and spearhead of the recovery, today logging sales of over 3 million 9-litre cases annually…and still growing.    As the more perceptive amongst you may have gleaned from the title of this post, I’m a big a fan of Irish.  So I couldn’t be happier about this turnaround.  There’s still some way to go but I’m starting to believe that it’s on its way to reclaiming its rightful place in the whisky pantheon – which is important, not only because Ireland is the birthplace of whisky, but more so because Irish offers whisky lovers an astonishingly good, and meaningfully distinct style of whisky.  The more it thrives the richer our whisky adventure becomes.

What makes Irish Irish?  As with Scotch any such analysis is general at best.  The industry may be more limited than that of its celtic cousins, but its whiskeys are significantly diverse.  Nonetheless, certain signature features have evolved over the centuries which on a broad level may be considered representative.  Most people know about triple distillation.  Whether this makes a whiskey “twice as smooth” is debatable, but it certainly does have an effect.  The original strength – i.e. before reduction – is higher than a twice-distilled whisky and this will influence flavour.  Furthermore the stills are notably and consistently larger than those of the Scotch industry.  You’ve probably heard stories of distillers replacing old stills by putting dents in a new still to match those that were on the original: it’s not scientifically quantifiable but it’s accepted as fact that the size, shape, and surface area of a still impact flavour.  They affect the “conversation” of the spirit with the copper.  These are the subtle differences – more tangible is the difference in ingredients.  Irish generally uses unpeated malt in its mashbills, whereas Scotch (very generally) uses peated malt.  And whereas the single malt is the bastion of Scotch, the heart of Irish is the single pot still (previously known as the pure pot still), made from a mixture of malted and unmalted barley (and sometimes a sprinkle of oats).

Peat. Lots in Ireland, little in Irish.

Single pot stills are still scarce, although this is changing as the industry prospers again.  Until recently there were only 2 brands, Redbreast and Green Spot, available…but sparsely distributed.  Two new brands – under the Midleton and Powers umbrellas – were introduced this year.  These are all produced at Irish Distillers’ Midleton Distillery, however there are rumours that Cooley, the aforementioned independent distiller, is now also producing and laying down stocks of single pot still.  Hooray!

The Single Pot Still family

I’ve got to come clean.  I’m trumpeting this news and singing the praises of Irish despite having never tasted a single pot still.  This will imminently change.  A bottle of Redbreast soon will be winging its way to me.  Irish blends can be made with a combination of any or all of single pot stills, single malts, and grain whiskeys.  The grain whiskey is usually lightly flavoured so as not to interfere with the “master” component. I’m very partial to brands such as Jameson, Tullamore Dew, and Powers, but recently, when biting down on my regular-ish Jameson, I’m left with the impression that it’s over-diluted.  I like the flavour tremendously but I’m not getting enough of it.  The more premium versions, like the Gold Reserve, which obviously have a greater proportion of single pot still (and also benefit from longer maturation), go some way to solving the problem, but I want more.  I need to take my appreciation of Irish on a journey, and there can only be one destination – single pot still.  So I’m as familiar with and as confident about this style of whiskey as it’s possible to be without actually having tasted it.

I recently told a mate of mine who works for Diageo that Bushmills wasn’t a real Irish whiskey, because it doesn’t have a single pot still component.  He was seriously unimpressed by this opinion.  Admittedly I was being unfair, and exaggerating my point (I like to stir).  The truest of Irish, the heart of its tradition, is the single pot still, but that should by no means exclude the other fine whiskeys produced on the island.  To make up for this slight I’m going to follow-up on this post with a review of Black Bush, an unfortunately named (try an unfiltered image search on google), but superbly constituted whiskey.

Until then may the dram be with you!

Indian whisky part 2

Finally I’m getting pen to paper so to speak, after promising the rest of this review some time ago.  Last week was extremely rough, and this week has been a blur.  I find myself in China, about to return home, and running on the last fumes of my energy after multiple flights, countless hours on the road, and a bit of business thrown in for good measure.  I’ll try to make some sense nonetheless.

Amrut Fusion derives its name from the malted barley that is used in its mashbill.  A portion of it is sourced from Scotland and the remainder is local, from the foothills of the Himalayas, thus a “fusion” of West and East.  The former is peated, and this is evident in the flavour, which exhibits a delicious, fragrant, gentle smoke.  I’ve tried to establish the origin of this malt but there’s no specific information about it.  It’s a personal gripe of mine that whisky makers are often purposefully vague if not altogether evasive when releasing specifications about their product.  But more on this some other time (soon).  The best I can do is hazard the guess that the malt comes from an inland source – I couldn’t pick up any of the notes indicative of coastal peat.

The ingredients are a notable feature, but despite the name billing they’re strictly support cast.  The ageing process is what’s creating the buzz around this product.  Fusion is 5 years matured but tastes like a whisky far better and longer acquainted with a cask.  Some punters have even suggested that it’s equivalent in maturity to an 18yo whisky.  I’m not sure how one would go about coming to such a specific conclusion, but it makes the point.  Fusion has a complexity that’s typically only found in whiskies more advanced in years; it’s a prodigy.  This unusual occurrence is due to the prevailing climate (at altitude in Bangalore, where the distillery is located) which is hot and dry pretty much year round, thereby accelerating maturation.

This may seem like a boon, and in this case there’s no doubt that it is, but it does comes at a cost and with some risk.  Evaporation is far higher than in Scotland, so annual losses are significant.  It’s also all too easy to overcook the whisky.  Leave it a few months too long and it’ll likely become excessively wooded.

The risks of rapid maturation

Amrut however has graciously paid the angels their due and walked the fine line with great poise.  It is simply beautifully balanced.  Smoke, biscuity malt, barley fruitiness, and toffee – they’re all swirling around in there, alternately brash and subtle, jostling boisterously for position one moment, in an orderly line the next.  Fusion is clearly Scotch inspired but also somehow not Scotch.  And through it all there’s only the faintest hint of oak – the turbo charged maturation clearly evident, but felt and not “seen”, like gravity, ever present and holding everything together.

This whisky has a certain individuality of style that’s perceptible yet difficult to describe.  Perhaps, and hopefully, it is the birth of something wonderful, of the chosen one that will bring balance to the force and lead the world’s largest whisky-loving nation into the fold.    I’ll drink to that…as soon as I get back to my remaining half-bottle that is.

The Skywalker of whiskies?

My flight is boarding, home beckons, so farewell for now.  Until the next time may the dram be with you.

In memory of Chloe

One of my closest friends lost his daughter today, in the most tragic, cruel and inconceivable of circumstances.  The shock of it persists and will for some time to come.  I simply don’t have the words to express the grief and sympathy that I feel.  They’ve been crowded out by a deep sense of loss.   This post is in honour of a bright, beautiful, special little girl, who was loved by all who knew her, and who was like family to me.  She will be dearly missed.

Rest in peace Chloe.  It was a privilege to have known you.  You’re gone from us, but you’ll never be forgotten.

Indian whisky part 1

A while back I pulled out both pistols and let loose at the Indian whisky industry – see Whisky and all.  Today I’m starting off by reloading.  I’m a say-what-you-mean, do-what-you-say kind of person…or at least I try to be.  So I find it intrinsically offensive, nay incensing, that these guys are bottling cheap liquor – much of it made from molasses, unaged, and artificially flavoured – and calling it whisky.

Indian barley

The situation is of course a source of some controversy, for two reasons:

Firstly, this Indian product cannot be sold in the EU (and elsewhere) under the name whisky, despite the vigorous protests of whisky-magnate Vijay Mallya, and others of his ilk.  The basis for their objections seem spurious to me, justified more by their obvious agenda than by any logic.  A name is important.  It is the source of identity, and the means by which we define the world around us.  In a sense names are the foundation of all meaning in the world.  Indian “whisky” is a con-job and an identity theft.

Secondly, foreign whisky imported into India is taxed at astronomical levels, flouting the agreements and the general spirit of the World Trade Organisation.  Supposedly this has its roots in the cultural attitude towards liquor in India.  Whilst I don’t have enough insight into the subject to convincingly dispute this point of view, I can’t help but wonder.  It sounds like a conveniently nebulous cover story.  India is the largest whisky market in the world, and it’s also the world’s most corrupt democracy – connect the dots.  I’m picturing Indian politicians in upmarket villas…and to add insult to injury they’re certainly not drinking Bagpiper.

There’s little incentive to make genuine, quality whisky in this market, given that one would be competing in the same arena as opposition with a significant cost advantage, and yet the talk of the whisky town for the last year has been none other than an Indian whisky (note no inverted commas).  So much for preconceived notions then.  This whisky has been garnering awards and plaudits from the four corners, such is its merit.  It is so far removed from its cousins that it’s insulting to imply any familial relationship whatsoever.  They may share geographical origins but that’s where the similarities end.

The distillery is Amrut, and the whisky is Amrut Fusion.  It’s a glimpse into the future.  I managed to get hold of a bottle and before I could blink half of it was gone, my guests (Indian whisky?!?) making light work of their scepticism.

Surf over to WoW tomorrow for my review of Amrut Fusion.

Fireside chat with Highland Park

One of my most picture perfect whisky memories dates to some 10 years ago. The setting was Shamwari at sunset, the awe of bushveld at its most inspiring. I wish I could claim to be a regular visitor to this magnificent game reserve, but alas my sheckles are too few in number, and my distribution thereof too retrained. I was there on the company dime, and alert to the knowledge that I might not be returning in a hurry, so I was particularly intent on savouring the experience. We had finished a game drive, and had stopped in what seemed to be the middle of nowhere, surrounded by big sky, bush to the horizons, the quiet noise of the wild, and the biting cold of the veld at evening. I sipped on a dram of Chivas next to a roaring fire, contemplated Africa, and wondered if this was how Livingstone must have felt. Ok, admittedly the adjacent Land Rovers and the proximity of a 5-star lodge probably separated our perspectives somewhat. Some may also contend that the Eastern Cape hardly qualifies – can an area so close to Slummies really be considered to be genuine African bushveld? But still, the moment felt huge, and the whisky tasted sweeter than ever.

Shamwari sunset

I’m reminded of it whenever I enjoy a whisky by the fire, which is a bit of a stretch I grant you, but that’s just how the mind works…well mine anyhow. Recently, on a glacial peninsula evening, having put my fireplace to good use, I decided to unleash a bottle of Highland Park 12yo. This wasn’t done lightly, not because it’s expensive or rare, but rather because it’s a whisky that deserves to be shown respect. In my opinion it should only be drunk in the right setting, and if you’re in the right frame of mind – unrushed, relaxed – to appreciate it fully, otherwise it would be a waste. I sat myself down, the toasty glow of the fire at my back and the spirit of the bush in my heart, and I put the golden liquid to my lips.

HP next to the fire - a winning combination

I should declare at this point that I’m a big fan of the Edrington Group, owners of Highland Park and also of Macallan and Famous Grouse. I like their whisky making ethic – I’m particularly partial to a strong sherry wood influence and these guys are the doyens of sherried whisky. I also fondly remember tasting Highland Park for the first time with good friends in London some 5 years ago, so the brand has a certain sentimental value for me. My review as a result may be somewhat emotive, and so it should be I think. Whisky is beyond the purely clinical.

Highland Park is a bit of an iconic brand of whisky, holding the somewhat romantic status of being the northern-most distillery in Scotland. It is located on the Orkney Islands, and the local peat has a pronounced influence on the flavour of this whisky. I’ve mentioned before that whilst I can appreciate an Islay malt I’m not peat-freak. The gentler, honeyed smoke of the Orkney variety as evidenced in Highland Park is more to my taste. Intermingled with the smoke are elements of wispy heather, oaky malt, sweet honey, and, whilst I believe recent bottlings have been upweighted with American wood, a prevailing dense, dried fruit, sherry presence nonetheless. These elements are all beautifully balanced – picture identical twins on a see-saw, one giving way to the other but returning in between to a perfect equilibrium (btw, for best effect imagine twins that look like Scarlett Johanssen, that’s what I’m doing).

I don’t believe in quantitative ratings, and I’ll never make claim to a “favourite” whisky, but I’d be remiss if I didn’t point out, nay emphasise, that this is one damned good whisky. As Jim Morrisson said (sort of) – get some and it’ll do the rest.

Bain’s Cape Mountain Whisky

I had an eventful last week dealing with the Bell’s Father’s Day promotion – see The return of WHISKYdotcoza.  We’ve now dispatched the bulk of the orders, so hopefully there’ll be a host of happy customers dramming Bell’s Special Reserve from personalised tumblers in the very near future.

Despite all this activity, I managed to work in a few tastings.  No matter how busy you are you can and should always find time to chill out with a friendly whisky.  It’s good for the soul.

On Saturday I went to my brother’s place for dinner, and, true to form, we ate late.  He and his wife like to partake of some extended kuiering and slowly ease into their evening meals…take a long-limbed, ambling fast bowler’s run-up to the crease if you will.  Their inclinations in this regard gave me ample opportunity to settle in with a few unrushed whiskies.  I opted to start with Bain’s Cape Mountain Whisky, with which I was unacquainted.  In fact – North American whiskeys aside – I’m unfamiliar with single grain whisky as a style, so it was a pleasant surprise to have one at hand to sample.  The brand is named after the mind-numbingly spectacular Bain’s Kloof Pass, built, quite fittingly for the subject of this post, by a Scottish settler.

The pass from above

I’ve driven through it on several occasions and it ranks in my opinion as one of the most epic stretches of road in the country.  So the name is a winner, conjuring up the right frame of mind to relax, sip whisky, and unleash one’s imagination.  Onward then.  This is an easy drinking, immediately accessible whisky.  I’d suggest that it would be an ideal introduction to whisky for the novice drinker.  My brother felt that it had more in common with bourbon than scotch, and I wouldn’t disagree.  The verbage on the pack talks about double maturation in first-fill, otherwise unspecified oak casks, but it tastes as if it was aged in virgin wood.  Its overwhelming impression is one of sweetness, a touch cloying but not unpleasant, with notes of vanilla, toffee, and very ripe fruit – apricot and maybe a bit of guava on the palate.   Strikingly, it lavishes you with a great full, thick mouthfeel.  All considered this is a commendable effort by the local industry.  Let’s hope we forge ahead with more challenging, more complex offers in the future.

South African single grain whisky

For the love of whisky

First published in Spatula Magazine.

Of all the epicurean pursuits, is there any more magical than whisky?  I’m asking the question rather than making the statement, because I can’t be relied on for objectivity.  I’ve been known to refer to whisky as the golden nectar of the gods, because not since Jesus turned water into wine has a divine hand been more apparent in the crafting of a beverage.   I am a whiskyphile, pure and simple.  Nevertheless, that grain, yeast and water, as rudimentary a recipe of ingredients as can be imagined, could yield such an astounding array of flavours, is inarguably cause for wonder no matter what your palatary persuasions.  I think I have a case.

Whisky was thought to have first been distilled in by Irish monks during the Dark Ages (so perhaps it’s true that God invented whiskey so that the Irish would never take over the world).  From there it spread to Scotland first, and then much later to the rest of the world, suffering an etymological schism in the process.  Today the Irish and Americans (with a few exceptions) call their product whiskey (with an “e”), whilst Scotland and the rest of the world have stuck with the original spelling.  This aberration occurred because the average Scotch of the late 19th Century was reputedly of such poor quality that the Irish and Americans wanted to set their whiskeys apart.  These semantics, whilst interesting, don’t really make much of a difference to anything other than signalling that as the craft spread various countries have each added their own individual expression to create a wonderful, diverse world of whisky.

Much has since changed and today the Scots are the frontrunners, producing whisky of undisputed quality.  A typical person’s whisky journey would begin with drinking Scotch blends such as J&B, Johnnie Walker or Ballantine’s, before graduating, if the bug bites, to single malts, and the discovery of other styles.  At the early getting-to-know-you stage whisky can seem mystifying and challenging, and I guess that’s part of the appeal, but the basics are actually quite straightforward.  One whisky differs from another primarily because of the type of grain used in its making.  Single malts and blended malts use malted barley (peated and unpeated), Scotch and Irish grain whiskies use wheat, corn or a combination of these grains, Irish pure pot stills use a combination of malted and unmalted barley, blends are as the name suggests combinations of these styles, and bourbon is predominantly corn, mixed with either rye or wheat.  There’s more to it of course, in fact there’s always something new to learn even for seasoned whisky lovers, but this is the foundation.

Some people drink whisky because it’s cool.  They’re drawn to the mystique, the glamour, the lore, and the culture.  Most people drink whisky, and keep drinking it, because of its intrinsics, because of the flavour.   It was the lure of flavour which once prompted someone to remark: “The last time I turned down a whisky, I didn’t understand the question”.

Flavour refers to aroma and taste, and engaging with it can initially be off-putting.  Certainly that was my experience.  Just one look at an anorak (a whisky nerd) swilling a nosing glass and spouting forth with tweedy pompousness is enough to make you shudder.   As fascinating as flavours of sandalwood incense, mid-growth east coast heather, and Anatolian figs (not the common variety) may well be, at first sight it all seems a bit pretentious.

The trick with flavour is to trust your instincts and your imagination.  Your nose and palate interpret flavour in an individually specific manner.  There is no single, specific right answer.  Whilst there is a theory to flavour, and certain parameters, at the end of the day you’re answerable only to one person.  Remember that the whole whisky tasting endeavour is undertaken only to further your own satisfaction.  You don’t have to be a Jim Murray (there can be only one).  It’s not a test.  You drink whisky to enjoy it.  And once you’ve started to master the identification of broad flavours in whisky – the smoke of Scotch, the spice of Irish, the butteriness of Bourbon – something that can certainly be done on the hoof, there’s no limit to the variety to be explored, and the enjoyment to be savoured.

As to the how, this is where I do a 180 and turn prescriptive.  The target is flavour, and you can’t hit a target if there are obstacles in the way.  Some younger whiskies, particularly Americans and Canadians, may be suited to mixing or as a base for cocktails (such as Mint Juleps and Manhattans).  But not older, more premium, nuanced whiskies…at least not unless you want to waste your money (and if you do there are better ways).  These can be drunk neat, and if that’s your inclination you won’t be alone.  There’s a Scottish proverb that reads:  “There are two things a Highlander likes naked, and one of them is malt whisky”.  Personally I find that the undiluted 43% strength is anaesthetizing.  Ice, in modest quantity, is optional, but it too can be numbing, can over dilute, and can generally get in the way.  The ideal is to add a splash of filtered or mineral water at room temperature, or rather the Scottish version thereof, hence, for those of us under the African sun, the allowance for a bit of ice.

I think my case is made.  Whisky towers high, there’s no doubt.  I remain partial but am able to call on two last, reputable advocates in my support – the market economy that has valued this beneficiated mix of grain, yeast and water as highly as £13 000 a bottle and Mark Twain who once wrote: “Too much of anything is bad, but too much of good whiskey is barely enough”.  Worth a retweet I think.   May the dram be with you!

Bell’s Special Reserve at Hemingway’s Bistro

It’s strikingly appropriate that this post is about Bell’s Special Reserve, for which we’ve just launched a Father’s Day promotion (see the The Return of WHISKYdotcoza), and also a bit of an homage to my dad and his favourite restaurant.

My dad is an unpretentious man.  He certainly can and does appreciate fine things, but I think that he reserves his greatest enjoyment for genuine, down-to-earth, simple pleasures.  When he finds something that he likes he embraces it enthusiastically, be it a wine, a restaurant or a rugby team.  This passion is most evident in his support of the Sharks.  He came to this country not knowing much about rugby and having played only a solitary game (the how and why were lost on a child’s ears), but it struck a chord with him, and today he ranks amongst the most ardent fans in the province, one of those with a pedigree dating back to the old B-Division days.  He takes the same approach when it comes to restaurants.  We’re a family that enjoys our food and we’ve celebrated many wonderful family occasions over a meal at a restaurant.  When the first of the Keg restaurants, the Keg & Thistle, opened in Durban, he was one of the most steadfast patrons; some 5 long, loooong years had to pass before we dined out anywhere else, such was his loyalty.

Today, and for some time now, the Keg’s place in my dad’s heart has been taken by Hemingway’s, a substantial step up (I was going to say “in my opinion” but it’s indisputable so take it as fact).  Hemingway’s is located in the lower Glenwood area of Durban, in a charming Victorian style house that’s been renovated and converted into a restaurant.  Half the tables are on a terrace out front, alfresco always being a useful format in the east coast sauna, and the other half inside.  It’s small enough to feel intimate, but large enough to feel vibey, so suited to just about any dining event I can imagine.  I’ve obviously had many meals at Hemingways – this much should be clear by now – but recently I sampled their new menu for the first time.  It offers a wider selection than the previous, and the medium-rare fillet with blue cheese sauce that I selected was fantastic.  I also finished off a few of my companions’ dinners – I’m nothing if not true to my dustbin nature – so I achieved a fairly broad familiarity with menu and I honestly couldn’t fault a thing.  The service is excellent too.  My dad engages with restaurant staff in very dad-like fashion, but these guys seem to get him.

Victorian? Passable knowledge of whisky. Dangerous knowledge of architecture.

Onto the bar.  So far there’ve been words but too few of them on whisky.  The usual suspects were front and centre – but I was pleasantly surprised to see a few older representatives of the Glenfiddich family also in attendance.  I let my eyes linger on the 15yo Solera, but good as it is I know it well so I wanted to give something else a try.  I decided on Bell’s Special Reserve.  Blended malts are a hugely underrated style of whisky, and as a result relatively uncommon.  It’s little known by the whisky drinking everyman that a single malt, the “pure” style of whisky, is in fact blended – different casks of different wood from different years can typically be used.  So there’s not much by way of conceptual superiority of single over blended malts.  A single malt is representative of a singular place and style, in a way that a blended malt can never be, but a blended malt can call upon a variety of malts and the blender’s skill, and thereby draw from a virtually limitless flavour palette to create something that might be just right for you, for me, for a particular occasion.

Bell's Special Reserve

My occasion was an after dinner dram with my dad.    We savoured the first sweet, then peppery-spicy flavour, and reflected on a great meal, and a great moment in time spent together.  If I had to analyse it more closely I’d say that this whisky could use a bit more time in its casks.  I feel much the same about the Grouse blended malt.  But then again if that was the case we wouldn’t be able to pick up these 100% malt gems for under R200 a bottle.  There’s an extrinsic component to our perception of flavour, I guess that’s why such things as marketing and branding exist.  In this case the Bell’s Special Reserve was the perfect complement to a much enjoyed father-son occasion.

The return of WHISKYdotcoza

Since going live we’ve had some technical glitches that required us to take the site off-line.  We had always anticipated certain teething issues, but had been hoping to resolve these without interrupting operations.  The difficulties we encountered were primarily to do with our credit card platform, and as much as we’d like to be giving whisky away to for free (hey we’re all part of the great whisky brotherhood), we had heard somewhere that in business it’s a fairly important to get paid, hence the more dramatic measures.  If you’ve been trying to access the site in the past week, a big thanks for your patience and for bearing with us.  I guarantee you that it will have been worth it.

The return to live status was also delayed because we were adding a special feature to the site – a Father’s Day offer courtesy of Bell’s.  The guys at Bell’s have kindly allowed us to extend the offer to readers of Words on Whisky, and to the fledgling customer base of WHISKYdotcoza.  The promotion is specific to Bell’s Special Reserve, the blended malt in the Bell’s portfolio, which I recently had the opportunity to taste (the report is here), and it includes a set of custom engraved tumblers and delivery to anywhere in SA, both gratis.  If you’re keen to partake simply click here and follow the instructions given.  I’d also like to encourage you to visit the Bell’s website and join the Bell’s Fraternity of Connoisseurs so that their team can keep you informed about future offers and events.

Bell's Father's Day promotion at WHISKYdotcoza

Please try the site and let us know your thoughts about it.  We are committed to becoming the country’s premier whisky e-tailer, and we’re very serious about what potential customers think and feel about it.  We can’t promise to implement all the feedback, but we will read and consider each and every single suggestion.

So, as we face a brave new week, may the dram be with you.

WHISKYdotcoza live

Almost a year after the initiation of the project, and after many months of increasingly intense preparation WHISKYdotcoza is now up and running.  Phew!  Even as I’m breathing this sigh of relief I know that this is actually only the start of the journey.  It’s a milestone nonetheless.

Live and dangerous!

It all began back in 2002 when I secured the domain whisky.co.za, with what was then the very vague intention of creating a whisky e-tailer.  The market simply wasn’t ready at the time (neither was I), but the dynamics have changed dramatically since.  Firstly whisky consumption has grown steadily – in 2010 South Africa was effectively the 4th largest export market for Scotch whisky worldwide (Singapore was actually 4th but I reckon it’s just a thoroughfare, so doesn’t really count) buying £168 million worth.   In 2005, never mind 2002, SA wasn’t even in the top 10.  Secondly internet usage and the incidence of online shopping are in an exponential growth phase.  An estimated 6 million South Africans have access, of which 51% are believed to be shopping online.  We’re still well behind the first world, 10-15% of our population is online compared to 90%+ in a country like Denmark, but we’re catching up quickly.  The e-commerce era has arrived, and I believe whisky is the type of product that’s ideally poised to get on board.  It’s popular, it’s credibly branded, there are no sizing/fit issues, and it’s high value and compact so delivery is cost-effective.

Having said that, it’s going to be a slow burn.  Although there are other online whisky shops operating in the local market, it’s by and large an unfamiliar format; people here are unaccustomed to using this channel to purchase their whisky.  However, I’m confident that the benefits will speak for themselves, and that conversion will follow awareness.

There are two primary reasons why people are increasingly turning to e-commerce in general – because they can shop whenever they want (i.e. it’s convenient), and because they can make purchase decisions that are better thought-out than they would be in the bricks and mortar world.   On the internet, you have an endless amount of information at your fingertips.  You can quickly and easily compare pricing and specifications, and dig into product details – in short ensure that you get exactly what you want for the best possible price.  Time is a valuable.  Why would busy professionals want to spend 2 hours of their Saturday schlepping to Makro and back, when they can buy from us at similar prices, get some decent advice to guide their purchases, and have 3-4 bottles delivered for between R42 and R50 (in the major cities), the cost of their petrol alone?  Well, that’s the theory anyhow.

The many advantages of convenience

We’ve set out to create an e-tailer that will be a benchmark not only locally but internationally.  We can’t offer the same variety as international e-tailers such as Whisky Exchange and Master of Malt, that’s simply not possible here, but in aspects of functionality, usability, and relevance, we think we’ve on our way to matching, and in certain aspects exceeding, these titans.

Thanks for indulging my sales pitch.  I’m not going to make a habit of it on this blog.   As I recently mentioned to fellow local whisky blogger I’m 100% committed to offering an independent and impartial viewpoint on all things whisky, but when it comes to the retail aspect, well, I’m going to have to make an exception, declared upfront.

One last thing – I have a favour to ask.  The site is complex, and despite the talent of our incredibly hardworking and dedicated web designers (Milk), it’s inevitable that there will be issues.  I’d be grateful if you could give us your thoughts, feedback and suggestions.

Thanks again, enjoy the weekend, and may the dram be with you.