The sky’s the limit... but maybe keep it to the ceiling for now

No one said it would be easy

Well… it’s quite difficult to know where to begin. Perhaps by wondering if I’m the only one here who is starting to think that the 20s are cursed? Yep, thought so. When life is seemingly spiralling out of control, I often resort to humor as a quick fix. I am British so already 50 per cent of my brain is programmed to blurt out ill-timed jokes when you least expect them; for the first time in my life I’m just not so sure it’s the right moment for it.

I considered shying away from using my column to give coronavirus even more coverage, but let’s be honest, if I didn’t write about it here then you’d be thinking about it while you were reading anyway. However, I’ll see what I can do about making us all feel a little more optimistic.

Life as we know it has changed and that life, for many, was an incredibly comfortable one. Devastatingly we are now faced with the reality that many families will never be the same, healthcare systems are under an unprecedented amount of pressure and industries have effectively been wiped out in a matter of days.

When looking close to home, one area of our industry that has been hit the hardest would have to be the hospitality sector.

Our beloved bars, the bartenders that have become friends by introducing us to new favourites and knowing exactly what is needed at the end of a long day, well… this is not an easy time for any of them. It has been heart-warming to see the extent which bar owners, distilleries and the general public have been going to in order to provide them with a fighting chance. I have no doubt that as soon as we are safe to do so, it’ll be all hands to the pump to breathe life back into these places once more.

Despite the truly horrifying situation we’re facing, I can’t help but look for the things that provide a little bit of hope. As the ever-wonderful Michelle Obama once said, “You may not always have a comfortable life and you will not always be able to solve all of the world’s problems at once, but don’t ever underestimate the importance you can have because history has shown us that courage can be contagious and hope can take on a life of its own.”

I have to say, if there was ever an industry that has illustrated what courage and hope can do, it’s whiskey. First came the call to halt areas of production within distilleries in order to turn efforts to the creation of hand sanitizer. Distilleries across the US answered by creating products, closely following the guidance from the World Health Organisation to do so safely. It was amazing to see how quickly these efforts became reality, getting sanitizer out to those working on the front lines of Covid-19 and in doing so, bringing communities together at a time where things can all seem very bleak.

Of course, physically coming together is something we’re having to get used to being without, but with every challenge comes those with the ingenuity to create a solution. Although we may not feel that way right now, with social distancing at the forefront of our minds, we are lucky to be going through this experience in a time of such technological prowess. What with Skype, Zoom, Houseparty, Facetime and a whole plethora of other alternatives, being separated from colleagues, friends and family doesn’t seem as desolate as it could.

As an industry we’ve shown our creative spirit, with virtual tastings, podcasts and masterclasses online, but let’s not forget the places that house our precious liquid. We might not be able to set foot inside a distillery right now, but brands such as Buffalo Trace have given us an alternative thanks to virtual reality tours. If only smellivision was a thing… but I suppose we can survive by taking the tour with a dram in hand; it’s a pretty happy alternative.

Perhaps if we can take one comfort from this experience, it is that for the first time in a long time the world is united by the same goal: to protect each other. So now it’s time to pour yourself a dram of the finest whiskey in your stash and cheers to our future; it may look different now, but it will be just as beautiful soon. Stay safe.

As an industry we’ve shown our creative spirit