Why intelligent and powerful men drink whisky

Bond enjoys a Vesper in Casino Royale

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James Bond is famous for loving a good drink. In "Skyfall" he drinks Macallan, a very fine whisky indeed, with his antagonist Silva.

James Bond is famous for loving a good drink. In "Skyfall" he drinks Macallan, a very fine whisky indeed, with his antagonist Silva.

This seems to have converted him from his traditional Martini, because in his next Film "Spectre" he can be seen drinking Macallan again.

One has to wonder if this is just a product placement ploy by the Scottish distillery who makes the brand, but one does not wonder too long. Most agree: Good whisky does not need marketing.

Because for decades and probably centuries this special drink represents everything that Bond does: masculinity, power, intelligence and audacity.

But how come that everyone, from the high-class Gangster in a Hollywood movie, to the Wall Street banker, to virtually everyone else who has great ambitions in the world, drinks whisky?

Whisky’s excellent rap is very old indeed Stefan Gabanyi knows what he’s talking about when it comes to whisky. For 23 years he worked as a Barkeeper and whisky expert in one of Germany’s most famous bars: Schumann’s in Munich. He has since opened his own bar for good liquor and cocktails.

He believes that Whisky came by its reputation for one good reason: The magnificent marketing campaign led by the Scots of the 1800s. "The Scotsmen realized very early on that their product would sell better if it came attached to a certain image.

And so they marketed whisky in England as the harsh beauty of the highlands." They advertised it as something both wild and noble. French Cognac was the socially acceptable drink of the time, but whisky was something special.

The rest is (colonial) history: Great Britain’s huge empire came with expansive cultural influence. This is how whisky came to India and to the United States, accompanied by its excellent image of power and danger.   The remarkable thing is: This reputation still holds true today. Don’t let the whisky-coke offerings at run down beach resorts convince you otherwise. Whisky is the drink of the intelligent and powerful, for these six reasons.

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