In February 2015, Anthony Bourdain partnered with The Balvenie, makers of handcrafted single malt Scotch whisky, to host a series of short videos called Raw Craft. It was notable because Bourdain always said how much he loathed celebrity endorsements. But in this situation, PRNNewswire quoted Bourdain changing his tune…
“For me, there is deep satisfaction in seeing people, with a particular skill set and a real passion, produce a beautiful thing which is why I’m excited to be a part of these programs in partnership with The Balvenie. There is no doubt for me, that if you can have it, you want the stuff where people have taken their time, paid attention to and personally care about how it was created. It is very important to me that these kinds of crafts continue into the future and we value artisans who make the decision to choose quality over quantity.”
This statement is not inconsistent with the philosophy Bourdain always espoused. He went on to film a series of 14 videos for Balvenie, giving exposure to a variety of obscure but dedicated small business owners.
After the partnership began, Bourdain made waves in the whisky world by sacrilegiously saying he preferred his whisky on the rocks, proving he was no brainless shill for Big Booze.
During the Emmys (and I swear on a bible I saw this spot BEFORE the “In Memoriam” segment, not after — it must have replayed but I fast-forwarded through it), Balvenie ran a 30-second tribute to Bourdain. Twitter had a hissy. Here’s the spot so you can judge its tastefulness for yourselves…
Maybe Trump and the GOP have destroyed my sense of outrage, but I found nothing wrong with this. It was a tribute to Bourdain’s commitment to quality, and a thanks. Basically, they showed him explaining how he chose to live and work.
(Well, until 2016, when he met a certain Italian actress. That’s another story.)
I believe fans who think this was Balvenie’s cynical attempt to cash in on their Bourdain connection one last time got the motivation wrong. I saw a sincere attempt to honor a man who, in his own way, was every bit the craftsman they consider themselves to be.
Maybe I’m being played by Balvenie, but next time I visit a liquor store, I’ll probably buy a bottle (if I can afford it) just for the experience of trying something Tony believed in.
And call me a sucker but, shortly after Tony died, my car swerved into the drive-through of Popeye’s Chicken because I suddenly craved his secret guilty pleasure.
We can reread his books and rewatch his shows, but I think sharing the foods and drinks he enjoyed would probably please him most.