It has been a while since I have posted to this site. So, here is a thought….
Many people have asked why the craft distilling movement faltered. My first insight is that it all started back in the 1950s. Post WW2, the Whisky (and presumably the Vodka) made by the big operators like Seagram’s (the Bronfman family) was not smooth-tasting. I can recall in the late 1960s seeing people drink Seagram’s Five Star whisky. Each bottle had a plastic star glued on to its front face. I would take a knife and pry off the star. The residual glue on the star would allow me to stick it on my jacket lapel. At the age of 4 years, I was now a 5 Star General – a military commander. But – I digress…
I can recall seeing people mix their Whisky with water or with ginger ale or coke. The taste of the Whisky was so harsh that mixing was a necessity. Drinking Whisky in those days was not about appreciating the subtle flavor characteristics. Drinking was about ingesting a “drug” to alter one’s perception. As a society, we evolved into “mixers”.
The connection between the taste buds and the brain is a complex study in microbiology. Suffice it to say, however, when we find a mix that we like, the brain develops a response mechanism. People will quickly develop a desire for a certain alcoholic product with a certain mix. This is how ‘rye and coke’ and ‘rye and ginger ale’ became so mainstream fashionable. My late mother-in-law for her entire lifetime only ever drank Wiser’s Whisky and ginger ale. No other taste combination would pass muster. In fact she once told me (very bluntly) that my homemade Whisky was good, but it was not Wiser’s!
Sadly, Canadians never did explore their favorite alcohols beyond taste. The reality is, there is no such thing as ‘rye’ made by the big commercial distillers. When I am in a cheeky mood I love to walk into a liquor store and pretend to be confused. When a store clerk asks if I need help I will remark that I am looking for rye whisky. The clerk will then point me to the shelves containing bottles of brown stuff, all of which maybe will have 10% rye grain in their recipes. Consumers still have no clue how their Whisky is made or what it is made from. All they know is that when mixed with a certain soda, their brains send out an approving signal…
No surprise then to see the craft distilling movement stumble right out of the gate. Marketing pitches to ‘drink local’, or sales tags indicating ‘hand made’ all fell on deaf ears. We are a society of mixers, not a society of sippers and savorers. Evidently, that is not about to change any time soon.
Craft distilling (and in fact the alcohol industry in general) has been dealt a further swift blow by consumers becoming more mindful of what they put in their bodies. The days of getting “pissed” might be over. And certainly the young generation (call them generation social media or generation Z) is moving away from alcohol. As a case in point, look at the growing number of 0-alcohol beverages available these days.
I have many memories of Workshops where I went to great pains to tell people that just because you can make it does not mean people will buy it. As I uttered these sage words time and time again, I felt like a traitor. Here I was standing in front of people, whose Workshop tuition $$$ I had just taken, telling them that craft distilling was a tough row to hoe. In hindsight, I wish I had been louder and more vocal in offering these words. I might have prevented more people from financially ruining themselves as they blundered into starting a distillery….





