As John Hansell says, “When it comes to whisky,
education is key.” And the more I learn about whiskey the more I realize this
is true. For someone to truly enjoy the beverage one needs to know about it.
Not that a beginner cannot enjoy whiskey on a first time basis, but to continue enjoying it one needs to
continually educate themselves on it. When education on any level ends,
the consumer becomes complacent and the all of the reasons why whiskey is
interesting in the first place is lost. Not to mention, just as Hansell drives
home, when “the buyer purchases a whisky he (or she) will like, the
retailer is happy, the distributor is happy, and the producer is happy.
That’s why I have devoted my professional life to it.”
This is exactly why all striving whiskey enthusiast
should be excited about the Balvenie Whisky Academy. At first glance, it is only
natural to question any so-called educational experience promoted by a name
brand. Yet, as I have delved into the whole experience, as it were, I have
found that the Academy has really been made for the benefit of the consumers.
The focus, though geared toward scotch drinkers, is not a simple advert to pull
you in to drink Balvenie’s products; rather it is to teach people about scotch
in general – from the history to the process to actually tasting. If more
producers did projects like this, the whiskey world would indeed benefit in
large. As as an added benefit to joining Warehouse 24, Balvenie's online site for the Whisky Academy, they will send you a booklet on Balvenie, as well as a pocket tasting notes book for your own use.