I’m boycotting Irish whiskeyFebruary 24th, 2008
Until after St. Patrick’s Day, that is. For the next three weeks or so, I am not going to write about Irish whiskey. Why? because that’s what everybody else will be doing.
The whiskey companies pick now to promote their whiskeys. They pick now to introduce new whiskeys. They pick now to bring their distillery managers, master blenders, and ambassadors to the U.S. and parade them around.
The media, too, will follow suit. For the next four weeks, just about all the drinks publications, and many consumer publications, will be running stories on all things Irish–including Irish whiskey.
I like the Irish whiskeys being introduced right now. I like the people making the whiskeys and the people promoting the whiskeys. And I even understand why the whiskey companies, and the press, are making the big “St. Patrick’s Day” push.
Here’s what concerns me. I love Irish whiskey. I want the industry to thrive. I want more of the world to discover Irish whiskey. But as long as Irish whiskey is something associated with drinking only at St. Patrick’s Day (or putting in your Irish coffee), I fear it will always be the bridesmaid to Scotch whisky. Irish whiskey is something to be celebrated, promoted, and enjoyed year-round.
So, come April, when the Irish whiskey industry and press recovers from their St. Patrick’s Day blitz, I will once again pick up my pen and continue writing about, and drinking, this spirit I love. And I will continue doing so for the remainder of the year. Irish whiskey means too much to me too much to “pigeon hole” it to a few short weeks in March.