Cheating the Angels

At the New York WhiskyFest this week, nobody wanted to talk much about technological innovations in the industry. Most of the whisky professionals I asked assured me that there was no such thing as innovation at their distillery -- they were doing everything the same way it had been done for generations, thank you very much. Some distillers seemed put out that their companies had recently embraced such cutting-edge twentieth-century technology as labelling barrels with bar codes. The marketing side of the business is innovating to beat the band -- look for a new Irish whiskey called Feckin and a new rye called (rī)1 coming soon to bars near you -- but the production side remains defiantly old-fangled. read more

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