3 Inventions of the Spirit World

Robin Robinson–TED speaker, author, spirits expert–sat down with director Brian Smiga to talk about spirits. These are excerpts from his upcoming TED Talk, tentatively titled, "Three Inventions of the Spirit World".

“People always ask ‘what's your favorite whiskey?” I always reply, “the one that's in my glass right now”. Why? Because every whiskey is particular and unique, so it's about what flavors attract me now."

Smiga: "Easy for you to say when your cellar looks like this...."

Robinson: “Yes, it was a research center for my latest book, The History of Whiskey in 100 Bottles, Barrels & More. The 'and more' includes inventors, regions, marketing, bottles, tools, even a warehouse. All this history has brought us to the whiskey in our glass today. We’re in a spirits renaissance. There’s never been a better era in spirits' quality or creativity than right now.”

Smiga: "I understand spirits and NA beer are the only growth categories in alcohol, what's going on?"

Robinson: "The spirits industry overproduced during a time of “irrational exuberance”: We’re going through a market reset.  It's painful now, but it's not permanent, and was long in coming. Innovation is still a key, but it has to be married with more discipline. 

Robinson: “Wine has missed the boat with the only recent innovation being boxes. Like spirits, they forgot the next generation needs training wheels first.”

Smiga: "Why are your books a good investment?"

Robinson: “They help people get a fuller sense of what they’re consuming. Appreciation of spirits, beer, wine  always starts with what you like in food, what tastes attract you, your palate. Also, over a lifetime, most people will invest and enjoy quite a bit of time, memories, relationships, key events in concert with fine alcohol. So readers find their knowledge enhances their appreciation of spirits on which they are already spending precious time, money and enjoyment in their most important relationships."

Smiga: "Your TED Talk responds to our question: 'Why We Drink & Party' - by re-discovering the three greatest inventions that created whiskey and the distilled spirits industry, starting with the Egyptians. On Wednesday, May 6th, you'll be on stage at Triumph Brewing Event Space. No doubt there will be a whiskey tasting and a book signing as well!"

Robinson: “Yeah, I’m looking forward to it!”

Learn more about Robin and his books: The Complete Whiskey Course & the History of Whiskey in 100 Barrels on Amazon..