Label 5. It's a name that most Scots don't know anything about but if you come from Livingston, you'll have seen the massive Distillery there. It's kind of a big deal and is a real success story, for Scotch Whisky Exports. Their blended Whisky is already a 'Top Ten', Scotch Whisky, Global best seller. Incredible but true. Grain Scotch Whisky is ALREADY a thing and anyone who likes Bell's, Johnnie Walker or Famous Grouse is already having this, as a large part of a bottle of Blended Scotch Whisky. There also already are a few Grain-only Scotch Whisky Brands but it's never been that fashionable. However, as it's quicker (and cheaper) to make, and as demand for Scotch Whisky is SOARING, expect to see more, like this. #ScotchWhiskyTruths
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8moI think to be honest we don't tell the 'art of blending' story enough - Champagne has a similar issue - it's like we're worried that only singular expressions will get people excited. Often the 'brand' is focussed on more and then storytelling is fudged to try to elevate a brand over the contents. Jim Beveridge at JW was doing a great job talking up the qualitative benefits of all the whiskies found in JW and the differences between the whiskies and elevation between the styles. Sandy Hyslop too but I always felt companies were afraid to really give the true information about % mixes (or assemblage, in champagne, if you will). In champagne for instance they levered on 'the mystery' of champagne for such a long time (it doesn't matter whats in it, as long as it tastes good') now if people try to dodge that question we wonder why. I think blended whisky is great value and often for quality but I wish more companies would relax and and share more information beyond 'branding' exercises.