FROM THE EDITOR
Taking a moment to make sense of it all
Getting ready for brighter days
It will be no shock to hear that as a writer I am partial to a good quote. But not just any quote, I’m talking about the particularly cringe-worthy strings of words that you often find thrust upon a background image of a cloudy sky on Instagram. You know, the ones that would (rightfully so) make Shakespeare turn in his grave. However, before you begin to pass judgement on the credibility and sanity (probably fair on the latter) of this editor, sometimes I do stumble upon a real diamond of a ‘dope quote’ that is filled with meaning and timeliness.
When you consider that not only are we living in the ‘unprecedented times’ of a pandemic, while also coping with the regularly unscheduled moments of ‘WTF has the world come to’ – in terms of just being a decent and level-headed human being, no matter your belief system – it’s a lot to take.
The rolling tide of the ‘New Year, new me’ brigade has brought with it a strange feeling of unease that makes me want to sit on the sidelines while I gather my bearings. It’s scary to set goals and work hard for something that we know could so easily be taken away at the drop of a mask. This, however, is where the mystical powers of my aforementioned quote come into play.
There are many variations to be found, but it goes something like, “The darkest hour is just before the dawn”. It is thought that the phrase was first committed to print by English theologian and historian Thomas Fuller in 1650 and really, he hit ye olde nail on the head. If there ever was a time in very recent history to feel like the darkest hour it has been the past year; loved ones have been taken from us too soon, family and friends are still separated by regulations in place, dreams have been crushed, distilleries shuttered, jobs lost, and I could go on and on.
With that in mind, I’d like to ask you to roll with me for a second here. Pick out the whiskey from your collection that feels like home, pour yourself a serve and then shut your eyes for a moment. Let the aromas envelop you in a huge familiar hug, and as they do, think of the dawn. The past year may never make sense to you, but you didn’t let it drag you under and there is an abundance of value to your future in that.
With that thought I can’t help but think about our beloved industry and all it has survived. At the beginning of last year I gave a nod to the 100-year anniversary of Prohibition – I wouldn’t advise giving too much thought to how strange the timing of what went on to happen in 2020 was, speaking from experience you’ll end up down a wormhole of thinking that nothing matters because everything in the universe is planned on its own timeline. We do not have the time or the word count for that kind of spiralling.
This is one of the most resilient and imaginative industries I can think of. I may be biased but between the adapted visitor centres, bar owners doing all they can to keep doors open and staff paid, online masterclasses from our friends in the onpremise industry, overcoming laws to become part of the fight against the vaccine, and virtual tours, to name a few, we have done the whiskey world proud.
In this issue our team, who I could not be more proud of for their endless love and support of the whiskey industry, have taken a moment to focus once more on the dawn. From Maggie’s homage to some of our beloved bars and the incredible creations they’ve bestowed upon our taste buds (and will do so again), to Peggy’s dreamy celebration of togetherness, and Susan’s perfectly planned comeback-tour Bourbon road trip, there’s so much to be hopeful about.
I have no doubt that American whiskey as an industry will continue to thrive as it has done for many years now. It is filled with passionate people in all areas and with that comes the drive to ensure that others are able to enjoy, or begin, their love affair with the spirit. Between enticing new campaigns and a whole new virtual world that is opening up American whiskey to a wider audience, and with that also levelling out the playing field for younger brands, it is going to be a tough but exciting time.
Before I go, let us not forget the liquid gold that is sat waiting for you. We might be far apart right now, but at the very least we can all join in raising a glass to brighter days.
This is one of the most resilient and imaginative industries...