It’s no secret: whisky is for everyone. Or, more accurately, we’ve been told it’s for everyone. As the category explodes and competition becomes ever fiercer, brands are shrugging off their leather-chaired image in favour of more seats at the table. But as egalitarian as this may sound and as inclusive as it looks on Instagram, whisky is still rather pricey.
So, much like the odious aspects of neoliberal ideology, this “all are invited” attitude is somewhat out of sync with the “not all can afford it” reality. There’s a gap between what’s promised and what’s possible. But, thankfully, the Robin-Hood spirit is alive and well, and there are those determined to bridge this divide.