Ardnamurchan Distillery

You get something like, does it say retail? So David Agnew, I think, likes something like...

Ardnamurchan, I think he likes Ardnamurchan but he also likes Lagavulin 16 but I can promise you he's not telling any of his punters about Ardnamurchan's barley policy because that doesn't sell it really for them unless they already know about it.

I mean

I think I've been talking about a lot of like other products but I mean I think if you look at wine If you think about the amount of people who are buying Tesco's bog standard massive blend, a bunch of different grains, and then you think about single vineyards, one grain varieties, it's a very different market.

Whereas if you like something as a hook, the words just come because... you're enthused about it, you want to express that to people who are reading the piece as well.

It's a balancing act in a way, but the tone's a great point, it was mentioned before, because the tone, Gordon, you were talking about before, is getting that right to reflect exactly the angle you want in the piece, and it can be quite easy to chop and change or be too negative or it might seem that way and something I was taught very early in my kind of journalism days is was you're writing for the audience and someone out there knows more about what you're writing about than you are than you do right so someone who likes a band will know more about them than I do someone who likes a whiskey will know more about them unless it's Arden and Merkin obviously and Gordon's involved right you're safe buddy um But, and it's also about tone.

Don't be patronising, you know, be straight about it.

Don't be arrogant.