Some people think the proper way to drink whisky is neat, but whisky connoisseur and author of Whisky: The Manual, Dave Broom, says that's absolutely not true.
It's all part of unraveling the stereotypes that come with the stiff drink, something Canada's Crown Royal Northern Harvest Rye did when it was named World Whisky of the Year by whisky expert Jim Murray.
People are starting to reassess what whisky is all about, according to Broom, who was born in Glasgow, Scotland. He says Canada, along with Japan and Sweden, are places to watch for unique flavours.
"We're beginning to see relentless, ongoing innovation — different cereals, different wood types and really playing a premium market."
Broom says one of the reason Canadian whisky did not receive much fanfare prior to Murray's Canadian pick last year is because it is priced too low.
"The high quality whiskys here [in Canada] are ridiculously underpriced. You need to hit a certain price point in order for the world to take your whisky seriously."
Broom is a keynote speaker Thursday night at the 11th annual Victoria Whisky Festival, which runs until Saturday.
The best way to drink whisky
Broom's suggestion? In whatever way you want.
He says drinking whisky neat is not necessarily better.
"Any time whisky has been popular, it's been mixed. This idea that you only drink it neat is something that only came into focus 20, 30 years ago."
He says his go-to drink after a long day at work is a highball.
"I like my whisky mixed. I don't just drink neat whisky. Whisky is about pleasure."
But to each their own, says Broom.
"Whatever way you want to drink it, drink it. It's a great drink — but it's just a drink," he said.
To listen to the full audio, click the link labelled: Advice from an expert on how to drink whisky.