Jim Murray’s Whisky Bible gets flak for sexist language

Jim Murray’s Whisky Bible 2021 has got mired in controversy because of the frequent sexist descriptions of whisky in it. The globally renowned writer on whisky Jim Murray publishes Whisky Bible every year by compiling reviews of whiskies from around the world. Jim Murry’s ‘sexist’ commentary has attracted condemnation by leading alcobev brands in the industry, which include Diageo, Bacardi, Beam Suntory and Whisky Exchange.

Beam Suntory, which owns the Alberta Premium Cask Strength rye whisky that was adjudged as Murray’s ‘World Whisky of the Year has distanced itself from the annual review book, and disclosed that it had paused any PR activity promoting the award.

The company said it has “halted all promotions surrounding the latest edition and will no longer promote the ‘World Whisky of the Year’ accolade. We will evaluate any future collaboration based on commitment to meaningful change from the author in the future.”

One review of a whisky in the book, which was created by an all-female team of Penderyn Distillery in Wales, said, “If this was a woman, I would want to make love to it every night. And in the morning. And afternoon, if I could find the time… and energy…”

A whisky produced by Glenmorangie, was given this review: “If whisky could be sexed, this would be a woman. Every time I encounter Morangie Artisan, it pops up with a new look, a different perfume. And mood. It appears not to be able to make up its mind. But does it know how to pout, seduce and win your heart…?”

While defending his work, Murray told the Times, “Whisky deals with sensuality, so, therefore for some whiskies I may refer to sex, because that is what the whisky may remind me of. If it does, then I say so. If people can’t handle that, then fine. Don’t buy the Whisky Bible.”