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Showing posts from January, 2017

Is blended Scotch re-emerging?

I have sitting on this post since quite a while.
About 6 weeks ago, I have had the opportunity to attend an impressive introduction of Chivas Ultis. Maximilian Warner, the global brand ambassador for Chivas presented a multi-sensual experience.
There was music involved (with wireless ear phones, the participants had to put on and off), there were different colors of lights involved, scents in form of mister bottles, then there was taste in form of the 5 different malts (ahem 3 - we were told to only smell the last 2) and chocolate truffles.

And trust me, when I say, that Pernod-Ricard (owning company of Chivas) did a very good job in the design of the bottle as well as the bespoke POS for the product (glasses, decanters etc.).

This is the current highlight; blended whisky producer are very keen on the premiumisation of their products - as malt whisky is growing, and the blended market seems rather stagnant.

Truth has to be told: Chivas Ultis is not a "normal" blended Scotch…