Not Another F*cking Whisky Book
by Mitch Bechard | Book Review
My first takeaway from Mitch Bechard’s new autobiography is that it is indeed NOT just another f*cking whisky book.
Firstly, it isn’t a book about whisky.
Sure, whisky features as heavily as any other part of Mitch’s incredible life, and yes, he spends a lot of prose in describing just how vital whisky has been as a catalyst for the events that spill from page to page. But this is not a guide, nor a catalogue, nor an exposé, critique, or history of whisky.
If you’ve ever had the pleasure of meeting Mitch, you’ll know why: whisky is a conduit or a muse for inclusion in the mortal journey. Whisky, within this book, is a companion and means for tales galore and a life extraordinaire. And that is how Mitch serves you whisky and by reading between the lines, suggests that is how it is best served.
Whisky pervades the memories and moments. Its scent lingers across the pages as you jaunt from Edinburgh to Australia, LA to North Carolina and back to Scotland. Whisky is the globetrotting superstar that fuels the engines and motors of Mitch (and his ilk – for many comrades get a better than good shout-out within the book).
Secondly, within the book there is no preachiness, no ideology or high-minded attitude nor condescending tone. Instead, Mitch brings across the all-welcoming bear-hug of a greeting that whisky offers. It is so evidently clear that his two-decade journey spreading the gospel of whisky has as much to do with his attitude to all that he met, as it did any overriding marketing message. I realise I am an octopus beating a single drum when it comes to this, but people make whisky – not the other way round.
Thirdly, there is a willingness to acknowledge the impact that these roles have on lives. As soon as I finished the book, I texted Mitch because his book had reminded me just how much travelling ambassadors owe to their partners and family. The book makes it quite clear who the real hero is: Mitch’s wife, Joanne, who supported this crazy, fast-living, constant-travelling career. A timely reminder that these whisky heroes are just ordinary folk who have given up their time to bring whisky, stories and entertainment into our lives.
I’ve already touched on this previously within Dramface (Glen Scotia Icons 3), but being a Brand Ambassador is not quite the Hollywood lifestyle it appears to be. Sure, there are fantastic dinners, VIP meet-and-greets, and special events. But, there are endless airports, trains, taxis, buses, hotels, B&Bs, delays, cancellations, visas, costs, lost sleep and the sea of faces – so many of whom know your name, but you can’t remember theirs – all expecting you to give your best. It requires a hardy constitution, boundless energy, positivity and an ability to draw from deep wells of perseverance.
All of which Mitch has. He is, in my opinion, a cool dude. Someone that effortlessly makes you feel part of his gang, a pal – someone you want to share a whisky with. His book is a glimpse into that cool persona—an honest and revealing account of what it really takes to follow a brand around the world.
I can’t really discuss the book without spoiling the stories, and don’t worry if you’ve booked a tasting with Mitch – the unprintable tales are told in person. But with plenty of name-dropping, bottle-dropping, kilt-dropping (I made that one up), and whisky drinking, the tales unfold. Pour yourself a dram, read between the lines and enjoy, as two decades of adventures are distilled for your reading pleasure.
And once again, cheers to all of you wonderful people who travel the globe bringing your personalities, traits, tales, and whisky for all of us to enjoy.
“Not Another F*cking Whisky Book” by Mitch Bechard is widely available and retailing at £12.99
Description:
Not Another F*cking Whisky Book isn’t your standard guide to nosing notes or distillery dates. It’s an irreverent, candid, and laugh-out-loud journey through the world of whisky—told by a seasoned global ambassador who’s spent two decades living, breathing, and (of course) drinking it.
Across 26 chapters “batches,” Mitch Bechard takes you from park-bench drams of cheap supermarket blends to high-stakes ambassador gigs representing some of the biggest names in Scottish Whisky. Expect misadventures in the Highlands, behind-the-scenes stories from glitzy launches in LA, and encounters with colourful characters across 40+ states and countless countries.
But it’s not all shenanigans and hangovers. This book also digs into the real issues shaping whisky today—from gender imbalance to the evolving tastes of a new generation of drinkers. It celebrates progress, questions old traditions, and toasts to a more inclusive and exciting future.
Whether you’re a complete novice or a seasoned aficionado, you’ll find something here: humour, history, industry insight, and plenty of whisky-soaked storytelling. Think of it less as a manual, more as a love letter to whisky—warts and all.
If you’ve ever enjoyed a dram, wondered about the world behind the bottle, or just love a good story well told, this book is for you.
Pull up a chair, pour a glass, and dive in. This isn’t just another whisky book.
Tried this? Share your thoughts in the comments below. FF
-
Dramface is free.
Its fierce independence and community-focused content is funded by that same community. We don’t do ads, sponsorships or paid-for content. If you like what we do you can support us by becoming a Dramface member for the price of a magazine.
However, if you’ve found a particular article valuable, you also have the option to make a direct donation to the writer, here: buy me a dram - you’d make their day. Thank you.
For more on Dramface and our funding read our about page here.
