Cask and Still Magazine | 49
The blogs or bloggers who will float to the top will be the ones who are able to diversify
of whisky bloggers wanted to rise above this new wave of whisky bloggers, so they started the ‘whisky round table’. This was really a way of shutting out the new whisky bloggers, as well as increasing their traffi c and inbound links. If we fast forward to today, things have
come to a crux, with a new whisky blogger or whisky Twitter account appearing almost every day. It has to be said, the old-school whisky bloggers from the 2008/2009 wave spent years building their reputations and knowledge, so it is understandable that they might be a bit peeved at new bloggers who are aggressively making a name for themselves and forcing their way onto press trips and whisky fairy mailing lists. This has led to examples of the sort of
horrible one-upmanship which is already rife on social media. Every day brings a new fallout on Twitter or tantrums from the bloggers who didn’t receive the latest samples from whichever distillery has released a new bottling. It’s pretty ridiculous when you think about it. Like all hobbies, there will always be obsession
and geekery. However, it is often hard to understand why enthusiasts would want to read fellow amateurs’ tasting notes about a
whisky, when you could just drink it instead. Also, let’s not get started on the whole argument of scoring whiskies versus not scoring whiskies. The blogs or bloggers who will fl oat to the top will be the ones who are able to diversify. The best examples of this are Neil and Joel from
CaskStrength.net (soon to be worldsbestspirits. com). Whisky is their fi rst love, but having branched out to cover all other spirits they have opened up dozens of other doors for themselves. After quitting their previous jobs to set up a spirits/drink consultancy, they recently wrote a book on distilled spirits from around the world and regularly appear on TV as commentators on the drinks industry. This is certainly one way to get noticed by the distilleries. As for the sea of whisky blogs, they will
continue, as will the rants on Twitter about the ever-rising price of whisky and the gradual move to no-age statement whiskies. However, it will not be long before these bloggers, who were used to getting umpteen samples of whisky, will soon have to start buying whisky if they want to review it, just like they used to do and just like the rest of us.
www.edinburghwhiskyblog.com
www.thewhiskywire.com
www.masterofmalt.com/blog
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