What should we make of this?
Macallan's move was, at best, clumsy, from a communications point of view. If you advocate first-fill sherry cask maturation to be the one and only true way of maturing whisky, for years, it is rather silly to suddenly switch to bourbon casks. But the Fine Oak is a testament to the know how of Macallan. Yet it also revealed how Macallan has been rather hypocritical, since all of a sudden they seem to be able to market 30 year old Macallan matured in bourbon casks. On the other hand it appears this hypocrisy has allowed them to
It will be interesting to see what happens in the next few years. Will Macallan repent, and return to sherry casks because it is losing its fans, despite the quality of its new line. Or will Glenfarclas succumb under the economic pressure of the cheaper Bourbon casks. Or will both flourish? The last is not entirely unlikely, since whisky still is booming, its market still has a lot of potential growth.
Perhaps in a few years the peat hype will be replaced by the sherry hype, and then Glenfarclas will reap the rewards, although Macallan is probably investing in enough sherry casks to keep all options open, after all, that just seems to be the smart thing to do.