Let’s face it, it’s not often the graybeards that dominate the Scotch industry use the word “hip,” and if they do it’s probably because it’s time to have theirs’ replaced. Scotch whisky has been produced in Scotland for hundreds upon hundreds of years, and over the centuries distillers have embraced change in much the same way Christian fundamentalists in Kansas embrace evolution. This unwavering respect for Scotch’s noble lineage is a big part of its charm; after all, cocktail trends come and go, but the robust flavor of a fine single malt or unique character of a revered blend are timeless. Unfortunately it has also helped foster the belief, held by a majority of the youth market along with budget-conscious consumers, that Scotch is only to be enjoyed by old farts and corporate CEOs (who are often one in the same).
With a mind to shake things up a bit, a trio of fun-loving best buds named Jon, Mark and Robbo created the Easy Drinking Whisky Company (or “JMR” after their initials) and introduced a “Ben & Jerry’s” vibe to the Scotch industry.
“We’ve completely chucked the whisky rule book. So you can toss your tie and drink it where you like, when you like, and how you like. It is for enjoying, not wor-shipping,” says Robbo, a former master distiller of The Macallan who is JMR’s resident mixologist.
Don’t let the JMR boys’ youthful exuberance fool you, however: They’re as serious as a heart-attack (or, better yet, a hip replacement) about making whisky, and the proof is in every bottle. With input from Jon and Mark, Robbo produced three different blends: The Rich Spicy One, the Smokey Peaty One, and the Smooth Sweeter One (all retail for around $30). The latter, a blend of Cooley’s Single Irish Malt and Bunnahabha, is recommended for new whisky drinkers, while the others should delight more experienced palates. (Thirsty for more Imbiber? Pull up a barstool at www.TheImbiber.com)
Originally published in the Santa Monica Daily Press print edition on September 30, 2005. Read the original PDF.