Jim Beveridge and his teams built blends that were shipped worldwide and would taste the same anywhere you had it. His origins lay in the wine world, but he had spent several years with what is now Diageo and some of that time specifically on the Johnnie Walker blends. When John Glaser started Compass Box back in 2000, his version of hedonism was blending whisky. Going on the trip you want to go on because it’s a good thing for you to do, that’s hedonism. Deciding to take a walk during lunch rather than eating at your desk is hedonism.
I’ve always thought of hedonism in the negative, prioritizing pleasure to the utmost at the expense of other needs and wants, but that’s not really the case. In philosophy: the ethical theory that pleasure (in the sense of the satisfaction of desires) is the highest good and proper aim of human life. Definition: the pursuit of pleasure sensual self-indulgence. Hedonism: noun, from Greek (hedone meaning pleasure) and the English proactive suffix - ism, used to create a noun from a verb.
