THE WHISKY TRAIN First column from SWR Edition 13 - Spring 2000 It is with some humility that I offer to you, dear customer, this edition’s interview feature—but enough people have persuaded me that it was as important to our customers to know about their retailer, as their blender, or whoever. During the preparation of that piece I realised that this first column is in the habit of picking fights, of being ‘outspoken’ and that I ‘cry a shovel a shuil’. A read of page 2 will describe how this column is a spontaneous thing. On several occasions I have set out to applaud the industry but have been over-ridden by the ‘rant’ in me. Let’s see if I get on any better this time. Of late a frequent victim of my comments has been Diageo, ‘the-company-formerly-known-as-GrandMet’ or United Distillers and Vintners, not because they are the worst players in the trade but because this is the company for which there is the most hope. I gave up on the lost causes of Allied Domeq and Pernod/Campbell years ago. Imagine my delight to observe the result of our UDV ‘rep’ after having attended a four day seminar on Scotch Whisky at Lochnagar Distillery. I have no idea what they did to him but in went a very acceptable salesman, confident in the selling of spirits and out came a knowledgeable, enthusiastic and enlightened ambassador for the Scotch Whisky industry! So it can be done with training. The important thing is to see that the right people are getting the training—not just the foot-soldiers and overseas importers, but the bosses, the company directors and brand managers—those responsible for promoting their product, for preserving the industry’s heritage and distilleries which they and their companies are merely custodians. The core gripe of this column has been that the ignorant are being given control of the industry.If that’s the way it’s going to be then would someone please enlighten them, rather than have me shouting in a bucket on my own.