(Yonhap Feature) Scottish culture shines at Whisky Live Seoul

By Kyle Burton
Contributing Writer
SEOUL, March 9 (Yonhap) -- Guests looked curiously at a Scottish man holding a tray of what appeared to be cooked ground beef. To some, the mysterious food, called haggis, might not sound agreeable, but to others it is a hearty and savory entree best paired with a glass of Scotch whisky.
Scottish culture was in full force when a large-scale whisky sampling event called Whisky Live made its way to Seoul on Feb. 27 after touring other major Asian cities, like Tokyo, Beijing and Taipei.
The event was well under way at a glitzy Seoul hotel when Gavin Mackay, an active member of the St. Andrew's Society, a fraternity for Scottish expats in Korea, gave a toast to the traditional Scottish food made with onions, oatmeal, spices and a sheep's heart, liver and lungs.
"Whisky is a big, complex and endlessly fascinating spirit," said Dave Broom, an award-winning whisky expert and author of The World Atlas of Whisky, who hosted whisky master classes at the event with the purpose of enlightening experts as well as beginners.
"There's a huge number of flavors, textures and aromas contained within whisky. Every single one is different and unique. That's the joy and beauty of whisky," Broom said, insisting that whisky miraculously comixes well with chocolate.
"The chocolate acts as a magic key, unlocking some of the secrets contained within the whisky," Broom said, claiming that whisky is significantly better with chocolate than wine is.
According to Broom, whisky excels in food pairing, especially with cheese and chocolate, and acts as a more versatile option because of its complexity.
Around 2,000 people were in attendance at the first Whisky Live event in South Korea to sample some of the world's finest single malt and blended whiskies from locations like the Scottish Highlands and Hokkaido, Japan's North Sea Circuit.



Although whisky consumption in South Korea has declined considerably, it is still highly popular in the country, especially among wealthy people. Soju, a traditional domestic liquor with alcohol content of less than 35 percent, is by far the most popular alcoholic beverage among Koreans for its cheap price at US$1.50 per bottle and quick buzz.
Jackey Yoo, a whisky aficionado and director of the Whisky Society of Korea, helped organize the whisky sampling event in Seoul, and his passion for whisky is what attracted him to malt in the first place.
"I like whiskies not by brand but by region," Yoo said, explaining that the Speyside and Islay regions of Scotland are where his favorites come from.
Yoo said he has so far visited more than 40 distilleries in Scotland and other countries.
"For me, whisky isn't just about value and flavor, it's mainly about an appreciation for the heritage and culture, and traveling to Scotland was about the whisky experience as a whole," he said.
Yoo is happy to finally see Scottish culture and whisky making their presence in South Korea.
When compared to Western countries like Canada and America, Korea substantially lacks a whisky heritage. Yoo said cultural attitudes toward the malt liquor are much different in Korea.
"The first substantial imports of Scotch whisky began during the Korean War -- this is when whisky culture became exposed for the first time in Korea," he said.
He continues, "Whisky is seen as a luxurious product as a result of the heavy taxation on imports. Most hard liquors were heavily taxed at the time, very expensive and not easily available, therefore anchoring whisky as a luxury product in Korea."
After Seoul hosted the 1988 Summer Olympics, Yoo said, laws became more relaxed, bringing down whisky prices in South Korea. When the current 20 percent tariff is phased out over the next few years, imports of Scottish whiskies, which account for less than 1 percent of the hard liquor market in South Korea, may rise significantly, he said.
Since 2007, South Korea has dropped from being the fifth-largest importer of Scotch whisky to the seventh with a significant decline in domestic sales, according to Yoo.



Yoo cites a few factors as possible causes for the decline.
"The most obvious reason is the economic downturn," Yoo said. "It could also be a result of the rising popularity and refinement of cheaper domestic products like makgeolli."
"The shift in drinking culture is also affecting people's purchasing decisions," he said. "Koreans have been heavy drinkers in the past, but these days, more people are beginning to care about their health. So the culture is changing from heavy consumption to more casual drinking."
Yoo hopes that one day the luxury of the whisky brand will match the culture in South Korea, and that Whisky Live will be a stepping stone for that.
"I'm not the biggest fan of whisky, but I enjoyed the tastings and walking around with my nose in the glass," said Jaclyn Verhoef, 26, who came to the event with her Korean friend who is passionate about whisky and Scottish culture.
Verhoef was part of a strong youth presence at the Seoul event, with many young people keen about sampling whisky from around the world.
Broom has seen a shift in attitudes towards whisky culture over the years, especially among young people who are finding creative ways to drink malt, and although he is passionate about whisky, he reminds people not to take it too seriously.
"Ultimately, it's just a drink that people should enjoy," he said.