Now that the semester’s major fairs – Linköping Whisky Expo, Malmö Beer & Whisky and Gothenburg’s large A Beer & Whisky Fair – have been completed, it can (again) be stated that a strikingly common question we get in Smögen’s stand is “which do you recommend ? ”.
This is a question that in its obviousness and brevity deserves a possibly surprisingly developed answer.
To begin with, it can be stated that it is not common for visitors to know Smögen and our whiskies to ask that question, just as it is not common among those who clearly have a real and existing interest in whisky. Those who ask the question are almost always trade fair visitors who like whisky and who – most often; some individuals are just provocative-minded – are genuinely curious and want “the best”. What now “the best” can be is not a matter of course, already because all people have different tastes, when choosing a car or color of the house, as well as when choosing which whisky you love more than the next. What is good for me is not always good for you and your taste.
In order for a recommendation of “the best” whisky to be correct, the – of course – objectively high quality must also be covered by a subjective estimate by the recipient. Like, I would like to add, of a character with strength and backbone enough to give the recipient a clear and distinct experience. In a positive sense, provided that said subjective coverage exists; but in my conviction, even in the absence of such subjective coverage, it is better to have a clear character and give rise to a negative reaction, rather than a “well, well, it was well drinkable” which is only a proof of lack of personality at whisky.
Thus, our philosophy is to only release bottlings with objectively high quality and strong character and clarity. But, how do we then answer that question that arises so often, when we do not know the questioner’s subjective preferences? Or for that matter even want to point out one of our whiskys as better than the others, simply because everyone follows the conditions and is therefore good, but just different? You do not choose one of your children over the others, and so on
“One of each”. This is the answer that I myself usually give. It is still, as far as I remember, just a person who directly said that “it was the best I have heard, we drive on!” – in the normal case, a violent breath and a questioning look, or ditto counter-question, is achieved instead, which is what is desired. If you ask the question, you can get a simple answer that only consists of pointing to a bottle and pouring it, which we sometimes do, or you can get the exact statement “one of each” and thus open up for a discussion that allows us to learn something about the questioner’s preferences regarding whisky and can give a good recommendation, while the questioner himself gets the chance to be a little thinker and can learn a little more about choosing and enjoying whisky. More knowledge is always better than less.
If we do not receive any more specific information about the questioner’s preferences regarding whisky, we usually recommend the whisky we have with us, which is also our news for the fair. New things are always of interest. Although it sometimes feels like a bit of an easy outcome… it is not always subjectively best, namely.
So the best is probably still one of each. We can always serve in 1 cl if desired.