Whisky & the passage of time
July 18, 2012 § 8 Comments
One of the things I have always loved most about whisky is the spirit’s ability to make me recognize the passage of time and take a moment to slow down a bit.
When I’m looking over a whisky, I often find myself wondering what I was doing _X_ years ago when what I hold in my hands or bring to my lips was first coming off the still. I think it’s actually quite a powerful thought. Unlike wine (my other favorite evening beverage) which is aged but only for a certain period of time that’s measured in months, whisky is (traditionally) aged for periods of time measured by years.
I find this particularly relaxing. Our daily lives move so quickly now – with the internet, 24 hour news and the ability to connect globally with just the click of one’s mouse – I find peace in the idea that my nightly ritual can not be reproduced on the spot the next day (like vodka can be … which blows my mind as to how it’s as expensive on the shelf as whisky and why consumers continue to allow the ridiculous “rise” of the vodka industry … but that’s another rant, er, I mean post for another day). Back to my whisky.
I understand that the inventory economics are extremely hard for producers – how do they know how their brand will be trending in 5, 10, 15 years when what they’re making today is ready? It’s a challenge for sure – and why some brands can fall into moments when they have big problems meeting demand. Being someone who is gearing up to release her own whisky, I am constantly analyzing these aspects and appreciate this complicated side of the business as well …
However, on the consumer side of it, I quite like the idea that time stops when I take a sip of my nightly dram. It’s a fun ride down memory lane – I dance back through the years and smile upon the memories & highlights and appreciate the “time capsule” gift that whisky continues to give me.