So, the 2015 Whisky Bible awards list is out (ahead of the Bible itself). And as always many whisky geeks are falling over each other to see who can get their underwear in the most self-righteous and virtuous knot possible over Jim Murray’s latest excesses. And some of the luminaries of the whisky blogverse have also chimed in. The Whisky Sponge had a characteristically biting takedown right before the announcement; Serge Valentin of Whiskyfun has run a little graphic announcing that “the best whisky in the world simply does not exist“; and even Sam Simmons (aka Dr. Whisky) has roused his blog from suspended animation to note that Murray’s “controversial choices…are no promotional accident“. And here I am, just as predictably, with a contrarian response.

Let me note first of all that the Sponge at least is consistent—he mocked the Bible last year as well; and he also mocks everything else to do with the whisky industry and those who peddle, promote and obscure its twaddle. It’s less clear why Serge is so exercised about the idea of “the best whisky in the world”—after all, one might say that the Malt Maniacs Awards do much the same as Murray’s lists albeit in different language; and, of course, it’s not clear why the notion of someone proposing a “best whisky” should be so outrageous per se in a world where there’s a best everything, from movies (Crash!) to polka albums to butter sculptures. As for the good Dr. Whisky, one wonders if he and the rest of the Scotch whisky industry—Simmons is a brand ambassador for Balvenie—are as quick to note the promotional aspect of Murray’s announcements in years when Scotch whiskies are at the top of his lists and/or he’s not taking shots at the Scotch industry’s practices (as he did this year). Continue reading →