The Wall Street Journal, Whisky Feature, This Friday
November 18th, 2008You might want to pick up a copy of The Wall Street Journal this Friday, November 21st. No, I don’t want you to read about how your years of hard work and savings have been cut in half by investing in the stock market. Rather, it’s something much more pleasant: a feature on whisky.
I wrote a 3,000 word article for The WSJ on “Understanding Whiskey,” and it will be published this Friday in a “Special Advertising Section.” Basically, what this means is that they hire someone like me who supposedly is an expert and highly regarded in a given field to write about that subject. (Yes, I fooled them. It’ll be our little secret.) They then use this “angle” to go and try to get ads. The section isn’t written until there are advertising commitments. No ads, no special advertising section.
Special advertising sections are nothing new to print media. However, it is pretty cool that The Wall Street Journal has chosen whisky as a theme for one of their special sections. They were able to get a few companies to advertise (not an easy task, given the current economic environment), and the whole thing will be in this Friday’s edition.
I think this is great–and not just because I am the author. Any time we can get accurate, basic whisky information to the main stream population, everyone wins. And that’s exactly what this section is all about. I cover the fundamentals: The definition of whisky, how it’s made, the difference between the major categories of whisky (Scotch, Irish, Canadian, Bourbon, etc.), appreciating whisky (nosing, tasting, etc.), conducting a whisky tasting, and reading a whisky label.
I certainly can’t help anyone out with their 401(k) plan, because my stock mutual funds have tanked just like everyone else’s, but I can hopefully turn some new people on to whisky and explain to them, once and for all, that Jack Daniel’s really isn’t bourbon.
November 18th, 2008 at 4:53 pm
Hey John.
My cousin gets the WSJ and I already asked him to keep it for me.
Should be an interesting read.
Thanks.
Also, I can’t wait for Thursday night.
I was invited to a local tasting where Glenrothes will be tasted.
I’ve never had it before.
After all, it’s whisky. What could be so bad?
November 18th, 2008 at 6:42 pm
I think it is informative. Hope you enjoy it.
You can’t go wrong with Glenrothes. Have a good tasting.
November 19th, 2008 at 12:14 am
Sam S., is that glenrothes tasting by any chance in Phoenix, Arizona?
November 19th, 2008 at 12:22 pm
John,
2 questions for you: will your article be reprinted in the online version of the WSJ? If not, do you know if it will be available internationally (I’m in Hong Kong right now)?
Thanks.
November 19th, 2008 at 4:36 pm
JT, I’ll find out.
November 19th, 2008 at 4:44 pm
JT, it’s the US edition only. Sorry.
November 19th, 2008 at 5:19 pm
lawschooldrunk,
Yes. It’s at Magnum’s at 7th St. and Union Hills.
November 19th, 2008 at 11:16 pm
Ah well, thanks anyways.
November 21st, 2008 at 11:10 am
Well done - I even got my office to read it and understand that just because the bottle’s contents are brown doesn’t mean I’ll like it.
Thanks for an informative piece for the novice and background information for the more serious imbiber
November 21st, 2008 at 3:33 pm
DavidG: Glad you liked it. The more we know, the greater the chance that we’ll like what we buy.
November 21st, 2008 at 5:57 pm
Saw and read your article–very informative!
Thought I would get your free copy promo, but the web site listed did not work. Sent me to some other site with a reference about “Malt Advocate”
November 21st, 2008 at 6:16 pm
David, glad you liked the article. I just checked the website link in our ad and it still works. Try it again: www.maltadvocate.com/freeissue
November 21st, 2008 at 11:15 pm
Excellent piece! I enjoyed it while riding the train home tonight and am enjoying a glass as I type. Lagavulin is my personal favorite, however I’ve never met a whisky I didn’t like (btw, I never knew or noticed the lack of the letter “e”).
November 22nd, 2008 at 4:07 pm
I subcribe to the WSJ and saw the “article” yesterday- very concise and informative. Is it available online somewhere, as I would like to share it with some friends?
Thanks,
NB
November 23rd, 2008 at 10:21 am
Neil, I have a PDF of the three-page whisky feature that The Wall Street Journal sent me. I will email anyone who would like a copy. Just send me a private email to john@maltadvocate.com. It’s a good “Whisky 101″ fundamental piece.
If only bar managers and restaurant managers would make a copy and give it to their bartenders and waitstaff to educate them.
November 23rd, 2008 at 1:47 pm
Hey John.
Finally got the copy from my cousin.
Very nice educational read.
Thanks.
November 23rd, 2008 at 1:53 pm
You’re welcome!
November 24th, 2008 at 12:02 pm
Would you mind sending a copy of the WSJ article ” Understanding Whiskey” to the email address listed for this post. I received a failure for the address listed above when sending in a request. This is such a great article! Thanks!
November 24th, 2008 at 1:09 pm
Michelle, absolutely.
November 24th, 2008 at 11:31 pm
John,
I would love it if you could send me a copy of that article. Found out about it today and tried to locate an electronic copy to no avail. Sounds like a very good training tool for those of us in the spirits industry.
Thanks much,
David - Arizona
November 26th, 2008 at 6:29 pm
Ditto the praise for your WSJ article. I’d appreciate receiving an electronic version since I was unable to find it on the WSJ site. Many thanks.
November 26th, 2008 at 6:35 pm
I’ll get it out to you right away. BTW, the reason why you can’t find it on the WSJ website is because technically it is a special advertising section. For this reason they won’t put it up on their site.
November 30th, 2008 at 12:19 am
Can you please send me a copy of the Wall St. Journal article, “Understanding Whiskey”?
Thanks
November 30th, 2008 at 5:33 pm
Sure. I’ll get it out to you ASAP.
December 18th, 2008 at 2:41 am
Unfortunately, I, too, was unable to procure a copy of that day’s edition of the WSJ. Would you please be kind enough to add my name to the list of requests for a copy of the article(s)?
Cheers
December 18th, 2008 at 6:15 am
It’s on its way to you.