The Great Whiskey Rumble was an event of epic proportions when four industry legends came together for the first time in Sydney in 2015 to debate who makes the world’s best whisk(e)y.
Mike Miyamoto, Fred Noe, Dan Tullio, John Campbell – Photo (c) Cocktails & Bars
Fred Noe, seventh generation Master Distiller of Jim Beam, John Campbell, Distillery Manager of Laphroaig, Dan Tullio, Director and Ambassador of Canadian Club, and Mike Miyamoto, Global Brand Ambassador for Suntory Whisky in Sydney battled it out in a boxing ring for who makes the best whisk(e)y. Before the stepping into the ring, we sat down with each of the whisk(e)y legends individually and asked them the same two questions.
The Great Whiskey Rumble Interviews
1. With the recent boom in whisky worldwide, what can we expect in the next 2 to 5 years?
Mike Miyamoto for Suntory Whisky: It’s very difficult to predict what will happen in the whisky business. We don’t want to see whisky business as a fashion. To some extent, people seem to change their feelings and appetite. I hope Australian people find new whisky more enjoyable and more approachable. I like to see constant growth in Australia and in our whisky sales, not double or triple, maybe 2-3% so we can keep up with the production. But it won’t happen.
John Campbell of Laphroaig: For Laphroaig, it’s more of the same. This year is the bicentenary. Keep engaging consumers and give them some special liquids, maybe looking at different things. It’s a vague answer but there may be a limited Australian special coming up. (hint: using Australian casks)
Dan Tullio of Canadian Club: Canadian whisky is going towards the craft. What I’m seeing is that markets want a more premium style than established whiskies. Mixologists, consumers and whisky drinkers are looking for more craft style of whiskies so we will see more craft production.
Fred Noe of Jim Beam: In the bourbon category, we’ll see premiumisation. People want to drink less but drink better. We’ll see the popularity of small batch, different ageing and wood policies. People also want more information about what makes the product what it is.
2. Why do you think you will win the debate?
Mike Miyamoto for Suntory Whisky: I have a saying, our whisky has to be tasty. There is an old saying, “seeing is believing” but to me tasting is believing. After the audiences 4 different whiskies, then I believe our whisky will be one of the highest.
John Campbell of Laphroaig: The main reason it’s all about the liquids. As much as Americans and Canadians can yab all day and talk, the liquid has the deepest flavour profile. All the other ones, are nice and light and fancy, we’re the real deal.
Dan Tullio of Canadian Club: We Canadians are similar to Australians but different. We have the same federal parliamentary system. We both enjoy sports. We’re robust in character and rich in style. It’s the Australians’ patriotic duty to buy Canadian.
Fred Noe of Jim Beam: My brands are very strong in this part of the world and the support will be there. Bourbon has always been a winner. If it comes down to vote, I will have more support here in Australia than any of my competitors because how strong Jim Beam is here.
These debates are not about a winner but about educating people. In the end, the winner is going to be all of us.
The Great Whiskey Rumble article was originally published on September 7, 2015 on our sister website Gourmantic.
