Showing posts with label Marketing. Show all posts
Showing posts with label Marketing. Show all posts

Monday, January 21, 2013

Fail-safe distilleries


While it is hard to imagine any production process to work flawlessly, it seems I sometimes come acros distilleries of which it seems hard to find bottlings independent or official that are subpar. And of course this perception is entirely personal. It may simply be a draw of luck that what I sampled of a particular distillery just happens to be great, and that their inferior product just manages to evade my palate. Yet, when I convey these findings to fellow enthusiasts, more often than not they find these same distilleries to be of higher average standard than others. So it may simply not be coincidence too.

Interestingly, and in a sense luckily, quite a few of these distilleries are largely ignored by the general audience.
It is interesting, because it seems to indicate that the general audience, even in a market that is so keen on quality, is still swayed by commerce and marketing, rather than by a product that is consistently of high standard. And I can add, before you'd accuse me of elitarian arrogance, that I am myself not immune.
It is lucky, since a heightened attention would obviously raise the prices of the distillates of such a distillery. As a consequence, among my circle of fellow enthusiasts, we often tell each other to shush about certain distilleries, to keep the secret of which distilleries are almost fail-safe.

So since local protocol requires me not to name them, I will only refer to them in less obvious terms. At any rate you should just as well not advise your friends to try anything of the most northerly distillery on the Scottish mainland, nor point any of your fellows to a distillery that has been distilling the finest highland malt whisky since 1898. One should take care not to utter the name of the distillery behind the swirling mists around the isle of mull. Don't tell any one about what can be found at the misty shores of the Dornoch Firth, nor about that speyside gem that was founded in 1897.


Sunday, August 7, 2011

The future of Lowlands

It are dire times for people who enjoy Lowland whiskies, as prices of several staples are quickly going up. It was to be expected anyway, since all of them, but three, are now closed. And if we look at those remaining three, then only Bladnoch is in that true Lowland style. A visit to my local whisky supplier once again confirmed this, it's simply nearly impossible to find Rosebank or St-Magdalene (or Linlithgow for that matter) below 3 digits. I strongly expect Littlemill and Inverleven to follow suit in the next 2 years.
Where will we look for substitutes then? Personally my reflex is to look over the Irish Sea, but will other enthusiasts have that same reflex? At any rate, I see an opportunity for Irish whiskies here. This is something they could make a marketing campaign for, a market which is looking for exactly what they can offer. With most of the attention for Scottish whiskies drawn by the peated and heavy sherry variants, they probably won't be competing with many Scottish brands.
In the mean time, it's not too late to stock up on some Littlemill, before it becomes unaffordable, or if you have the means, one or two Rosebank or St-Magdalene bottles, before they become exclusive to the filthy rich.

Thursday, July 31, 2008

Fancy titles and limited editions

The commercial guys of the big whisky industry are constantly pushing new fancy titled whiskies and limited edition bottles on the market. Are these worth the effort of trying or buying?
One thing I had to realize very quickly after becoming totally enthralled by malts, was the fact that, no matter what, I was never going to be able to taste all of them.
Simply look at someone like Jim Murray, who's tasted thousands of whiskies, and yet he's not tasted all of them.
Now, fancy titled whiskies and limited editions just move the already unreachable target just a little bit further out of reach, so I don't mind very much.
I have a few friends who are also into whisky and we share tips and pointers to what's new and good, and what's new and not so good. This is also great about whisky blogs and forums. The big guys may be able to fool the average consumer, but the connoisseur will unveil the charade fairly quickly.

Friday, December 7, 2007

Belgian Whisky

Two weeks ago the moment had arrived, I would taste the first Belgian whisky. Goldlys, as it's called is a product from Filliers distilleries, who traditionally make gin. It comes in a 3 year old and a 10 old variety. I tasted the 10 year old.
I had heard some bad comments on it before I tried it myself, but I set my mind on trying to like it no matter what they said and, when I did finally taste it... it was a bit of a letdown.
Mind you, I was expecting it to not taste like any whisky I had ever tasted, since it was technically a grain whisky, which went through a column still as well as a pot still. Well it was nothing like any whisky I'd had before, but it was a lot like, well gin. Only less aromatic. Grains were predominant, and I distinctly felt they could have done more with the product.
Later that night I got some inside information. Apparently the thing wasn't half bad before they chill filtered and coloured it, but Filliers couldn't resist going all out commercial and, even for the 10 year old aimed for the mass market. Although with what they have, I doubt it'll strike gold. Goldlys is somewhere between gin and whisky, and I don't think whisky lovers, nor gin lovers will develop a taste for it.
So our hopes remain with "The Belgian Owl", which should be the first Belgian single malt ever, and which will reach 3 years of age soon. I'm told that project is trying to be a Scottish style malt, I'm hearing good things about it. I hope it can deliver, because Goldlys doesn't cut it for me.
The sad part is that Filliers is the importer of Glenfarclas in Belgium, and have a long tradition of distilling, so they sure had the knowledge at hand. My guess is, they didn't have the patience to really sit down and make something good. I think all they had on their mind was beating "The Belgian Owl" to it for first Belgian whisky. Sadly they succeeded only technically.

Friday, April 20, 2007

Collecting bottles

Every now and then people who come and visit me, take a bit of a closer look at my whisky collection. Mind you, there is an important difference between my collection, and my bar. The bar contains six to ten whiskies, bottles that are open and from which I pour myself, and even my guests a dram. The collection consists of about a hundred bottles, which remain closed, for me, as well as for guests. Such a collection evokes several different reactions, ranging from admiration to appal.
So why do I, or any other collector, collect whiskies? There are quite a few possible motivations. First of all, what motivation do all collectors share, what motivates one to collect crystal statues, or pictures of owls, or anything else for that matter. I think that motivation is the hobby, it is fun to work on a collection, to see it grow, to find the perfect next piece to make it just a bit more complete. A good collection is never complete, because it would stop inspiring the collector.
Another motivation is being able to show it off. One of the great joys of a collection is being able to show it off. It is a great way to bring the conversation to your favourite subject. Through collecting something you also learn more of it : to collect it, is to know it.
For a collection of unopened whisky bottles there are even a few extra motivations, one of them could be to collect tham as an investment. Certain bottles become rarer and therefore sometimes more valuable. Although this is tricky, since any possible buyer is most likely also a collector. I'm afraid the market of rare bottles of whisky just doesn't fluctuate enough for bottles of whisky to be a real good investment. Nevertheless, it is nice to know that some bottles grow more valuable over time.
But this brings me to a much more valid motivation; buy cheap today, and be able to drink something unaffordable tomorrow. You see, if a particular bottle becomes more valuable over time, it also means it becomes more expensive to buy. So, if you know a bottle will rise in value, and it happens to be one of our favourites, it makes sense to buy a few now, before it becomes too dear. And then you can still enjoy a dram of that malt, when otherwise it would have become financially unwise.

Then besides envy, why would anyone be appalled by a whisky collection? What many people don't seem to understand is that you would spend so much money on a drink, and then not drink it. The purpose of whisky is to be drunk, or ideally savoured, not to be collected, to be put on some shelf and collecting dust.
Some whisky connoisseurs abhor the mere thought of collecting, because obviously a collector is a competitor. Collectors, in the minds of the non-collector connoisseurs, boast the prizes in their collection, without truly knowing them, because they've never tasted them. Perhaps such collectors do indeed exist, but it is certainly not true for all collectors. In fact I think there are many connoisseurs who have become collectors and vice versa. Personally, I became a collector the day I became a whisky enthusiast, and it cannot be said that I don't know the whiskies in my collection, because I've tasted them all, all but a very few exceptions.
Why is a collector a competitor for a connoisseur? Well they both want the same 'resource' : bottles of whisky. They both add to the demand, and therefore they both push the price of a bottle upward. You see, this obviously works both ways, indeed a connoisseur is a collector's competitor, yet collectors don't seem to mind connoisseurs.
Obviously a collector doesn't mind the prices going up too much, this makes the bottles in his collection, well at least some of them, more valuable. It are indeed the investment minded collectors who are scorned the most. A connoisseur on the other hand wants his favourite bottles, or any bottle for that matter, to remain affordable.

Collecting bottles of whisky will probably keep provoking mixed feelings. It cannot be denied that it raises the prices of certain bottles even faster, and in some extreme cases only a few bottles of a certain expression remain for too many enthusiasts, making for an unaffordable whisky, that may not even be too fantastic. On the other hand, the greater demand for malt whisky has made it possible for distilleries to bottle more of their product for the malt market, rather than selling all, or most of their produce to blenders. The malt market has now become interesting enough for distillers to actually target that market more. Already a lot of distilleries have diversified their official distillery bottling greatly.
Yes, collecting whisky bottles is rather selfish, but its not all bad for the connoisseur, because it helps making malt whisky as a product more viable, distillers can become less dependant on blenders and the varieties become richer. Lastly, not all collectors are just owners, many, like me, are lovers before that.