To celebrate the 20th anniversary of the Glen Moray Visitor Centre, the Speyside single malt brand is adding a new dimension to whisky appreciation — sound. While whisky tastings traditionally focus on sight, smell, and taste, Glen Moray has turned to music to explore whether it can enhance the overall experience of enjoying whisky.
To investigate the connection between music and whisky, Glen Moray enlisted its Global Brand Ambassador and Visitor Centre Manager, Iain Allan, along with Key Account Manager David McLauchlan and writer-musician Felipe Schrieberg. This team of avid music enthusiasts sought to determine whether specific musical genres could complement different whisky expressions.
Felipe Schrieberg, who performed and hosted a special whisky and music tasting event for the anniversary celebrations, highlighted the significance of context in whisky enjoyment. According to Schrieberg, “So much about enjoying whisky doesn’t just come down to knowing how it was made, or how ‘fancy’ it might be – the context in which you’re drinking it can play just as important a role. In this way, music is the ultimate context- creator. Different sounds, tones and frequencies can radically shift the way your brain perceives the world around it, including the whisky you’re smelling and tasting.”
The trio found that musical genres, much like whisky, can be an acquired taste, and selecting the right pairing can create a perfect harmony between the senses. As a result, they curated a playlist of 20 tracks designed to complement various whisky occasions, ranging from lively gatherings to reflective moments.
For instance, they recommend pairing The Black Crowes’ “Hard to Handle” with Glen Moray’s Port Cask Finish, a whisky that’s approachable and ideal for a party. For a smoother, more mellow experience, Dionne Warwick’s “Walk on By” pairs well with the Glen Moray 15-Year-Old, a whisky that blends Sherry and Bourbon-aged notes.
Nick Cave’s “Red Right Hand” is matched with the Glen Moray 21-Year-Old, a whisky with a rich, sweet profile, while Tom Waits’s “I Hope That I Don’t Fall in Love with You” complements the Glen Moray Warehouse 1 Peated Rioja, a smoky, cask-strength expression perfect for a moody, introspective evening.
We sat down with the four whiskies and Glen Moray’s selected music tracks, and there’s something to be said for it. Perhaps it was the environment where I closed myself off from other distractions and actually listened to the music rather than just having it on as background noise, but the right music enhanced the whisky experience.
I’m not sure that a bottle of 15-year-old and a straw at a Taylor Swift concert will enhance either part of the equation, but at the right time and in the right place, the combination of the right music and the right whisky definitely creates the right mood.
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