The Story of Whiskey

Happy New Year to all! And as promised, I'm following up with my account of the situation we all find ourselves currently in the bev-alc space. A couple of things:
1. This is long and complex, as it should be, so if you can't hold more than one thought in your head at a time while reading, skip it and continue doom-scrolling. What we're talking about is a fundamental failure that's inherent in the system. All of these stupid exterior factors that the amateurs are pointing to are but mere flags that pointed to the real issues.
2. This is a personal insight based on reality. I don't need to cite phony stats and irrelevant sources because I lived, worked, taught and consulted in the space for 17 years. I'm an inside player, and this about as educated a perspective as you're going to find.
3. The percentages stated are relative and for illustrational purposes only. I was going to use a tree metaphor, but I wanted to put in some kind of numerical value to make the impact more stated.
4. I'm not interested in your response unless you've read the whole article on my website. I'm following Chuck Cowdery's good advice that anything over 1000 words should be in a publication or a blog, not on FB. Read it there, comment on it here, if you choose.
5. This is supposed to start a dialogue, so please don't bore me with a rebuttal of your "facts" or perspectives. I don't mind if you disagree, in fact, I welcome it, but it better be an educated response, or I'm kicking you out. However, anyone who's been truly active selling in the space are going to find more to agree with than dispute.
My next class is at Moonshine University at the end of January, a 2-day "Route to Market" workshop. I taught this for a few years and it was suspended for the last 2; but the powers that be now see that this is as valuable as learning how to distill. Here's a link to the class if you know of any brands that can benefit from it: https://bit.ly/MoonshineU

Cheers to a brighter future!
https://bit.ly/StateoftheBevAlcBiz2025

Reasons for the rise and slowdown in the Bev-Alc industry in the First Quarter of the 21st Century — Robin Robinson LLC My personal view of what’s going on in the liquor industry in the first quarter of the 21st Century.  Strap in, this will take awhile to unfold. My background January 9, 2026 marks my 17th year as a professional salesperson in the liquor industry.  I don’t regard myself as an

I'll see you at WhiskeyFest this Friday. Come find me at the WhiskeyFest booth where I'll be signing copies of "The History of Whiskey in 100 Bottles, Barrels and More"!
Countryman Press

Six Whiskies: US vs. Imports! Sign up today for Wednesday's class and get a 30% discount off the ticket price!

www.astorcenternyc.com

In Memory of a wonderful human being

David Sweet Obituary | Jan 14, 2025 | Gurnee, IL Share memories & support the family

A sad nostalgic memory: it was somewhere in the late 80s that I came across Talisker Whisky for the first time and was convinced that the gods had come to dance in my mouth. I'd never tasting anything like this before and was so enamored that I wrote a fan-boy letter to "Mr. Talisker" (what did I know?) and sent it to the address on the back label (the importer).
To my surprise, a month later I received a reply in a textured envelope with the "Classic Malts" logo on it. In the letter, the Distillery Manager (I think it was Ian MacDonald, but could be wrong) wrote back inviting me to the Isle of Skye and visit the home of Talisker.
In 1998, Amy, Rose and I took our first trip to Scotland, specifically to visit Talisker. Little did I know we would fall in love with the whole island, but that's another story. We pulled into the Talisker parking lot late in the afternoon and the guard was skeptical we'd be allowed in. Having never been to a distillery before, I didn't know what to expect, but we found a small door and I knocked on it a few times before a lady answered it. "Wha'dya'want?", she glowered at us. "Uhh...well...can we come in and...look around?", I asked and she caught my young daughter's eye. "Ay, ya' want a tour? Well, alright, come in, but don't touch nothin'" (Whisky tourism had yet to become a thing).
As we looked around and took in for the first time the spectacle of whisky being made, we came across a group of German tourists (because there's always German tourists at distilleries), and we all walked around, excited to see, hear and smell the process. At the end, we were led into the gift shop and a dram was poured for us (except for Rose, she was only 9). I fished the reply letter out of my pocket and asked the guide if the man who wrote it still worked here. "Oh sure", she said, "he's our distillery manager", and she snatched the letter from my hands and walked out. I was sure I offended her and the German's skulked away from me.
A few minutes later, an older man bounces in, waving the letter asking "which one of you's Mr. Robinson?" I raised my hand and he replies, "well, lad, what took ya' so long ta' get here". I'm pretty sure this was the same man I wrote to long before. "So, ya love Talisker, do ye'" he asked. "Well, ya' aint' tasted nothin' yet". The Germans crowded around me again.
With that, he leads us all out of the shop, glasses in hand, down a path and into my very first whisky warehouse, and if you've been to one, you know the smell: it stays with you forever. He's talking and laughing and pointing and then comes upon a cask that's been taken off the rack. He picks up a long wooden hammer and starts banging on it until the "cork" pops out of the top. Then takes a long copper pipe (valinch) dips it in, pours the liquid into our glasses and over our hands, laughing, telling us "don't waste it, rub it in" as he tells us stories of the past and we stood in awe with the smell of Talisker all over us. Even Rose got to rub her hands a little with it. The Germans were delighted.
That was the day I knew that someday, somehow, I would be linked with whisky. The rest is (personal) history.
So yeah, it's sad to read something like this....

Diageo proposes Talisker demolition and rebuild - The Spirits Business Talisker Distillery could be demolished to build a new facility after owner Diageo filed a proposal of application notice.

To all my cigar peeps in NJ: I'll be doing a live, ticketed tasting of 4 whiskies at Casa de Montecristo on Rt. 17 in Paramus on this coming Wednesday, October 2 at 6:30pm. We'll be tasting an American sourced bourbon; 2 Scotch single malts (one fruity, one peaty) and an Irish pot still. Kicking it off with a Bourbon highball and a Casa-special cigar blend. Bonus: signings of my book, The Complete Whiskey Course: what? You don't already have a copy?
Be there!

Here's a great "3-in-1" whiskey deal for this fall. Three great whiskey classes at a discounted rate.
The first, on Sept. 28th, will be taught by Elana Effrat, titled "Find Your Whiskey Comfort Zone". This class is your friendly guide to navigating one of the most celebrated spirits in the world, whisk(e)y!
On October 23, my "Whiskey Smackdown" class, now in its 15th year! We'll be comparing Scotch v. Bourbon: their flavors, production and history!
Then, on Nov. 13, is "Whiskey Cocktails" with Cocktails With Jena, Jena Lane. Do you have lingering bottles of whisky that leave you wondering: can I make a cocktail with this? How should whisky cocktails be made? Here's your class.
All three classes for $210, saving you $57 if you took them separately!
Here's the link: https://www.astorcenternyc.com/package-whisky-classes.ac

Currently compiling the bibliography for...
#2025