Posted 19 June 2019
Having spent the past decade working around peer-reviewed scholarly endeavour I’m always a little cautious when I read an announcement that suggests that the boundaries of science are being pushed. In the world of whisky marketing, usually the only thing that’s being pushed out is the boat. Increasingly, the press releases crossing my desk are littered with tenuous claims of innovation. The word has become all too frequently overused, but also regularly misrepresented as synonym for anything remotely new. Then there’s actual real genuine science. And things start to get really muddy at this point.