Arts
Maybe it is the nature of the business in BC or maybe it’s just that there are millions and millions of choices for you to spend your Whisky dollar on and the law of averages eventually takes over. What I mean by this is if there are 600 choices of Canadian Whiskys, the chances are not good that the best bang for the buck will necessarily be the leading, heavily advertised brands. I think this plays out beautifully in the most recent edition of Jim Murray’s Whisky Bible. In the Bible there are 371 pages of reviews of whisky’s from around the world. In the forward the author notes that he tasted over 4500 whisky’s over the year, although I’m certain this is how many he reviewed in this years bible. Of the presumably 4500 whiskys reviewed a mere 250 are scored 94 out of 100 or higher. I was very surprised to see a number of the luminary whisky’s getting an average to under no circumstances let this pass your lips. But what really gets me going are the whiskys that are wall flowers in our consciousness but are highly rated by Mr. Murray. A perfect example of this is the Alberta Premium Rye. Sits on the shelf for $23.99, which is lowest price for a bottle 750ml spirit in BC, which is a whole bunch cheaper than items like Crown Royal, Wiser’s Deluxe, Forty Barrel Creek, etc. It is Canada’s only Rye that is 100% Rye but it is entombed in a bottle and package that screams beige. I remember being at a tasting with Jim Murray when exclaimed that the Alberta Premium Rye is a true statement not just about whisky but about Canadians as well. We love to understate ourselves. We apologize for being outstanding (except when it comes to hockey). It seems very difficult for us to believe that our own products are superior to those that are imported. With all this in mind here is an excerpt of what Mr. Murray, heck let’s call him Jim as he seems to like us Canadians... “throbbing pulsing rye on a variety of levels: full and juicy, dull and dusty, firm and flinty. Unique and unmistakeable.” He goes on to describe his encounter, here on Vancouver Island, with the whisky, a robin some finches, an Arbutus Tree and the “chilly spring air”. Then he gets into the essence of his review “...like the robin and finches from the Arbutus, true to nature: it is a true rye whisky, not a misnomer like the rest. The 100% Rye grain used, fortified in its mouth watering delivery by the usage of a degree of malted rye offers flavours unlimited. Alberta Premium is no longer just a great Canadian Whisky. It has become a national treasure.” SCORE: 95.5 out of 100 WOW – high praise indeed. I have to say that this is my Canadian Whisky of choice as well. First because of the price and that means I can make more people happier at a lower price- an economist will tell you that this is the definition of true wealth. You can be a hipster and create a funky cocktail or just have it with a dash of water, or you can mix with with 7Up, Coke or Ginger Ale. Our job in the stores is to help people find the best product for their needs for the best price. We are often suggesting lower price items if people are simply going to mix with a glass full of Coke or Juice, and will suggest something else if the spirit needs to stand on its own merits. When it comes to Canadian Whisky the products are one and the same. My recommendation is buy and share.