Issue link: http://digital.copcomm.com/i/221505
At the Rare Craft Collection, consumers are introduced to the mastery of The Balvenie range. The Balvenie Way Laird loves to talk about the high level of commitment that The Balvenie devotes to handcrafting their Scotch whiskies. Not only do they grow much of their own barley on the farm adjacent to the distillery, but The Balvenie has its own coppersmith on site to maintain all of their stills and their own barrel maker. In addition, they have the longest tenured Master Blender in Scotland, David Stewart, who has been blending scotch for over 51 years. And if that weren't enough, The Balvenie is a fifth-generation family business, following in the giant footsteps of founder William Grant. To emphasize the unique handcrafted quality of The Balvenie, David takes frequent excursions across the country from his current home in New York City, where he tours with The Balvenie Rare Craft Collection, a first-of-its-kind exhibition featuring original craft works from some of America's finest tradespeople. The collection is curated by award-winning designer Todd Snyder, and every piece in the exhibition stands as a passionate expression of hand craftsmanship in all its forms, including bicycles, electric guitars and even ping-pong tables. David thinks the collection is an excellent way to start a conversation about the time and effort that goes into handcrafting The Balvenie portfolio. From the "entry level" DoubleWood—a 12 year old single malt that gains its distinctive character from being matured in two wood types—to the otherworldly The Balvenie Fifty (only 88 bottles exist), aged 50 years in a European oak sherry hogshead, The Balvenie portfolio has something for every palate and budget. As for the "proper" way to drink scotch? Laird says it's all a matter of taste. "Any way you like it," is Laird's motto. "Straight, over ice or with a bit of water. Even with a splash of Sprite or Coke . . . but the last two would make me cry just a bit." But Laird insists, you should enjoy scotch your way. Reaching a New Consumer Laird wants people new to Scotch whisky to understand that not all scotch is "harsh or peaty." There are many whiskies on the market that have welcoming, warm flavors, such as honey and vanilla. Consumers who think that scotch simply has "one big note" really annoy David. But he tries not to lead people in tastings: "I like to let consumers discover the flavors on their own," like the notes of soft caramel and toffee I found on the finish of The Balvenie 17 Year Old. David Laird asserts that there is no set demographic for scotch drinkers: "It attracts every age and ethnic background. It appeals to the jeansand-sweater crowd as much as to the coat-and-tie club." He's on a mission to get people across the country to fall in love "with scotch that is made in the traditional way by the most experienced Master Blender in the industry. To enjoy the tradition of fine handcrafted scotch." december 2013 / the tasting panel / 87 TP1213_064-103.indd 87 11/23/13 8:35 PM