Aussie youngsters go to whisky
Huge change in demographic
TV macho/cleavage hooks 'em
by PHILIP WHITE
It may have seemed mad, but it worked. One would hope Matthew Weiner charged heaps for product placement in his TV series about Madison Avenue advertising men in the '60s ... Mad Men was so full of whisky it's changed the structure of the sales of the stuff in Australia.
Not to mention the USA.
In the four years to September, Australia's total whisky/whiskey consumption, over an average four weeks, had risen by three million glasses to 19 million, meaning us whiskerers each manage about ten glasses per month.
Johnny Walker, the world's biggest whisky brand, is owned by the world's biggest liquor manufacturer, Diageo. This monolith has a market capitalisation of some AU$92,627,847,000.
Your standard Jameson's is mainly the product of continuous column stills, as you see in oil refineries, mixed with a little richer pot still spirit. To smooth it out, the ethanol's distilled three times - it's cheaper to bung it through a third time than it is to concentrate on a cleaner, more refined spirit with two distillations. It need only be aged in oak for three years, and like Scotch whisky, uses mainly very cheap discarded barrels from other liquor industries.