referring to “craft” whisky as expensive, unpalatable crap made by earnest young men who use the term “craft” as a license to sell inferior products. We can do a lot better here in
Canada, IF our small distillers overcome their belief that they are gifted pioneers, and begin putting in the long years needed to hone their craft. Consumers can help by holding the small distillers’ feet to the fire and not accepting so-so products. I repeat, craft has NOTHING to do
with size. Rather, it demands patient, repeated practice by people who are talented to begin with. To date, here in Canada, real craft is found almost exclusively in the large distilleries. The micro distilleries, more often than not, are still training grounds, and frankly, not everyone will survive their training. Without diminishing the quality of
Canada’s micro distillers – some are brilliant – let’s be honest, most simply have not been around long enough to have mastered whisky-making. Sure, some hire skilled consultants, but they should not kid themselves that they are making whisky, when really they are buying lessons. So, from now on let’s expunge
the word “craft” from our vocabulary when referring to micro distillers. It’s not craft whisky, it’s WHISKY, and if
FROM $
it can’t compete on quality, the least its producers can do is stop using an ill-defined term to deceive us into believing it can. If we want to support small
distillers, the best way to do that is with tough love. From now on, they are micro distillers. They won’t be
worthy of the title “craft” until they have mastered their craft. And, when we taste their whiskies, if they are not quite right, we won’t pretend they are. It’s a big harsh world out there and pretending does not help anybody. Twitter: @davindek
J. Roch Lalande CEO
EmbroidMe Ottawa 100 Schneider Rd. Unit#3 Kanata, Ontario K2K 1Y2
roch@embroidmeottawa.ca
www.embroidme-kanata.com
Tel: 613-271-1333 Cell 613-859-3935 Fax 613-271-6203
899.99 $50.00 WINDOW TINT OFF
www.bounder.ca BOUNDER MAGAZINE 61
SUMMER SAVING SPECIALS
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