Dressed to drink

Tim Etherington-Judge, Diageo’s Global Ambassador, and Dougie Duncanson, also from Diageo at the launch of Bulleit Kentucky Straight Bourbon whisky in Nairobi.

The story of whisky is sewn in a sartorial narrative, meaning whisky cannot walk out of fashion. No one and nothing walks out of his or its story.

And this story is no longer that of a bottle of dram or glass of golden liquid quiescently propping the shoot of a new collection of blazers or denims worn by stubby-cheeked models. Nor is it that of a three-piece suited, grizzled man with a wrinkled face covered in a cloud of cigar smoke holding a rocks glass.

Whisky, after all, has ceased to be a predominantly male tipple, and discerning women like the husky-voiced Cess Mutungi are becoming connoisseurs of sort.

It is increasingly being enjoyed in cocktails which vary with individual tastes in the same manner style is to fashion. Because style is what you do with your clothing.

It is not just enough to love whisky; apparently you have to reek of it as well. Yes, seriously! Johnnie Walker and fashion designer Angelos Bratis plan to make men smell like they live in a distillery.

It is the kind of idea you think can only hit you in a tavern after more than just one or two swigs of your favourite blended Scotch.

But this is actually being hailed as an innovative fabric technology that is pushing the boundaries of design. The two are creating a line of clothing using Harris Tweed fabric that smells like Johnnie Walker Black Label.

So, hic!, the rich malt, golden vanilla, red fruit and dark chocolate tones of your clothing might be all the excuse you need to explain the whiff of whisky next time the police flag you down!

This is what you get from passionate Scots with an eye for quality tweed fabric and a delightfully smoky old-fashioned glass of whisky.

I am sure that if this becomes a hit, the financially-challenged aspirants who survive on cheap imitations would probably just daub themselves in some tawdry mixture from Kariobangi that can power a jet!

The essence of whisky is elementally fashion.

So, when East African Breweries launched the 45 per cent alcohol by volume Bulleit Kentucky Straight Bourbon whisky, the symbolism was telling, especially given that Nairobi marked this brand’s maiden entry into Africa.

SPICY FLAVOUR

It is a drink without pretensions, and does not pander to the vainglory of “smoothness” and “mellow” taste that sometimes tend to be overstated by Scotch and Irish brands.

Bulleit is unapologetic about its bold, almost Spartan and searing taste that warmly burns its way down the throat. The wake of sweet, spicy flavour that lingers in the mouth is suggestive of a discerning, self-assured fashion-forwardness and distinct style.

One that does not overdraw the eccentricity of a Nick Minaj look, but accentuate her distinct style that has found a subtle Kenyanness in the likes of Victoria Kimani’s Brandeis blue mane and Carol Odero’s striking crop of fire engine red locks. Bulleit represents what I consider a conflicted sense of fashion, one of implied overtness, so to speak.

It is very Kenyan and could not have asked for a better African home, since here, the art industry is driven by quality and not volumes. This is the reason Lupita Nyong’o lifted the Oscar statuette despite an army of middling Nollywood artistes whose stars have never blinked beyond the African skyline.

Bulleit’s “sense of fashion” would have been ill-fitting at best in a country like Nigeria, where the ostentatiousness of big spending is what matters.

This dandyism comes out in their getups and uproarious disposition in public gatherings.

A Nigerian is more likely to settle for the most expensive or tallest drink in the house, and would probably pay to even keep soap bubbles in their pockets, if that is what it takes!

Kenyans on the other hand, as Diageo’s Dougie Duncanson observes, will drink what they enjoy, not what they have to flaunt.This shows in our taste in clothing that is overwhelmingly smart casual with pronounced “pockets of highly formal and smart suits.” We are likely to settle for Ketel One vodka as opposed to an Armani-clad Nigerian with a shiny Rolex who will bellow out orders for a Ciroc.

In both fashion and drink, Nigerians are like loaded guns, though Kenyans are well armed when it comes to individual taste. You can say that we would rather be someone’s shot of whisky than everyone’s cup of tea.

However, the mellowness and smoothness of Johnnie Walker Platinum, Gold, Blue Label or Chivas Regal is still obvious in Nairobi.

After all, our fathers were cultured to dress like and uphold the mannerisms of Her Majesty’s Kingdom, the home of the pervasive Scotch and Irish brands.

The sophistication of these drinks represents the polished and “elegant” dressing that is not uncommon in fashion-savvy men in Nairobi. Not surprisingly, Duncanson turned out in well-tailored, rather subdued gray blazer with a white pocket square for the Bulleit launch.

MELD OF TWO WORLDS

This was a sharp contrast to Tim Etherington-Judge (Diageo’s Global Ambassador) in his signature V-neck T-shirt, colourful fitted blazer with pocket square, denim pants and brown dress shoes.

His style speaks volumes of the drinks he represents and which in a way have forced him to straddle the Atlantic with one foot in Europe and the other in the US.

His style is a meld of two worlds, fusing the tempered smoothness of Scotch and the unbridled boldness of Bourbon. We all are and wear what we drink.

Little wonder then, Talisker was initially to be the James Bond drink, to bring out the edgy, steely and mysteriousness of the character.

A dapper protagonist who is deceptively innocuous in sharp monkey suits — that is until he punches you in the face and lulls you to submission like Talisker.

Here is to a sobering and enjoyable Christmas and New Year. Hic! Now that I can drink to!

TWITTER: @omondipaul