The enjoyment of whisky is not restricted to elderly men gathered in clubs, seated in leather armchairs, cigar in one hand and crystal tumbler in the other. That’s a stereotype – and Whisky magazine promises never to conform to the norm!
Today’s whisky consumer and enthusiast is young and funky, unfettered by fusty age-old tradition. They love the product – be it a blend, a malt, peated or not. They’re just as likely to enjoy a cocktail as a wee dram – or Irish and American whiskey as a Scotch. It’s about enjoying life at their own pace and on their own terms. That’s why whisky sales the world over are trending upwards.
Source: Whiskymag.co.za
See the online version here: http://whiskymag.co.za/WhiskyFeb2011/
Pages by Mike Bassett: Pages 40 – 49
