If you buy something from an Eater link, Vox Media may earn a commission. See our ethics policy. Show "Johnnie Walker Blue is for douches!" barks a thirtysomething tech startup whisky drinker during one of my seminars. "Right?" He stares at me for a beat and a blink. He's eager that I confirm his outburst, agreeing that Johnnie Walker Blue is a whisky for hedge-fund jackasses who don't know enough about Scotch to order something better. I surprise the room with this complete sentence: "No." Over the next-half hour we get to the heart of what the Johnnie Walker range actually offers. Are they all blends? Yes. Made with barley? Yes and no. Is it really that good? Depends on your palate. What's the difference between the colors? Let's get into that. And so on. The symbolic act of serving a high-cost liquid means something. Almost 90 percent of the seminars I conduct land on the topic of Johnnie Walker and stay there. (It's the world's most-distributed brand of whiskey, with its parent company claiming that six bottles of Johnnie Walker are sold throughout the world every second.) I serve it whenever I can, hoping to knock out the new whisky fan's bad habit of dismissing big-brand powerhouses like Johnnie Walker without enough data to make an informed opinion. I leave the possibility open that even a "douche" might have a perfectly educated palate and know exactly what he wants to drink and why. I like Johnnie Walker Scotch Whisky — especially the Black and the Blue. But my connection to the brand moves beyond mere aromatic and taste discernment and into a grander experience: I'm probably pre-gaming in terminal C at Newark Airport with a friend when I order Black, and the Blue is one I'm drinking because someone kindly bought me the expensive dram to enjoy. Both the Blue buyer and I know that this symbolic act of serving me a high-cost liquid means something. "Research shows that it's hard to separate out the different sensory experiences going on around us when we're engaged with a product. When we evaluate things, we evaluate them holistically," says Andrew Gershoff, associate professor of marketing at the McCombs School of Business at the University of Texas. "It's in part because of how you perceive the context — people buy things for an experience and to be a part of something, knowing that other people are experiencing it in the same way. And that's kind of pleasant, don't you agree?" I do. I'll take another.
Photo: Diageo What Is Johnnie Walker?The Johnnie Walker range falls under the category of what's called blended Scotch whisky, one of five categories of Scotch. You read that correctly: There are five categories of Scotch whisky. Each one of these five categories is made from malt whisky, grain whisky, or a combination of both. The word "single" in single-malt Scotch does not signify the amount of grain used. Rather, it means that the whisky comes from one single distillery. If a Scotch is bottled from more than one distillery, we'll use the word "blended." The players are: 1.
Single malt Scotch Distillers in Scotland who produce whisky using 100 percent malted barley may call it a malt whisky. Grain whisky in Scotland may include barley, but can involve other cereals such as corn, wheat, or rye. In order to be called a Scotch, the malt or grain-based whiskies (or the combination) must be matured on Scottish soil for a minimum of three years in oak barrels and bottled at a minimum of 40 percent abv (alcohol by volume). You'll notice that on most bottles of Johnnie Walker Blended Scotch Whisky, the word "malt" is missing. That's your clue that it's not made with 100 percent malted barley. Johnnie Walker is a blend of grain whiskies and a blend of malt whiskies from different distilleries. If you want to go more in-depth with the other styles, I know a book that might help. (I happen to be its author.) But first, let's get into these bottles, presented here from least to most expensive: Johnnie Walker Red Johnnie Walker Black Johnnie Walker Double
Black Johnnie Walker Green Photos: Johnnie Walker/Facebook Johnnie Walker Gold Johnnie Walker Platinum Johnnie Walker Blue Discernment Versus Image in Scotch DrinkingI don't need to know the precise herbs or grains used to create my gin, and I don't always need to tease out every grain or malt used in my whisky, either. That said, I spend my working life helping spirit drinkers become better discerners. I encourage them to identify whisky attributes by tapping into and appreciating the largely ignored olfactory system. I preach palate variability and subjectivity because I want students to feel empowered to make their own brand judgments. This takes practice and concentration. Our emotions act on our preferences and taste. But we're not always in the mood for that sort of thing. Making things even more complicated is another point that professor Gershoff shared with me: That our emotions act on our preferences and taste. "In fact, since the 1940s, there's a lot of research showing that people can't even tell the difference between different beers or sodas," he says. "Marketing, then, can come in and fill that gap." Johnnie Walker does that well. Let's pretend that a whisky drinker sitting next to me at the bar gives me the stink-eye for ordering Johnnie Walker Blue. He snickers and lectures me about his esoteric, independent bottling from some little-known distillery. A potential client or business partner rolls in to join me. There are dozens of ultra-premium Scotch brands that I love or even think might taste better. But few express the same immediate and luxurious sentiment that Blue does. I think to myself, Who likes a whisky know-it-all explaining the virtues of smell or esoteric whiskies everywhere she goes? No one.I buy another round of JW Blue for myself and my guest, so that togther we can enjoy and share in the sense of occasion that this whisky brings — and if anyone at the bar thinks that makes us douches, so what? Heather Greene is a whiskey expert and the author of Whiskey Distilled: A Populist Guide to the Water of Life, out now. Do you put ice in Johnny Walker?A good, solid tumbler (a short glass with a heavy bottom) if you're drinking your whisky neat, or with a little ice or water.
What is the proper way to serve whiskey?There is no set way to drink whisky, it should be enjoyed however you like it best. Purists will say that it should always be drunk neat, without ice or mixers. However, adding a couple of drops of water can make it smoother and easier to drink, and enhances the flavour of some bottles.
What is Johnny Walker good with?To join the celebrations, we've compiled our favourite Johnnie Walker highball cocktails to raise a toast for the anniversary – Johnnie & Lemon, Johnnie & Ginger, Johnnie & Elderflower, Johnnie & Green Tea and Johnnie & Peach.. 50 ml JW Black Label.. 150ml Ginger Ale.. Garnish: Ginger slice and star anise.. Do you mix Johnnie Walker Blue?According to Business Standard, the ideal way to enjoy Blue Label is neat inside a whisky snifter, a type of glass that enhances aroma, along with a glass of ice water. The purpose of the water is to cleanse your palate after each sip so that you can make the most of every drop of whisky.
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