Good & Bad.

This is a snippet and some comments on a post Good News – and Bad – for Mortlach lovers it appeared first on Whisky Advocate. Have a read of some highlights and then my thoughts.

There is good news for lovers of +Mortlach the distinctive, near-triple distilled Speyside single malt, renowned for its meaty full flavor, with the announcement by Diageo of four new expressions. And, I fear, bad.

Due to be available mid-2014 in global markets, the range comprises Rare Old (43.4%, no age statement); Special Strength (49%, no age statement, non-chill filtered, Travel Retail exclusive); 18 Years Old and 25 Years Old (both 43.4%). Packaging details and prices have yet to be finalized, but I understand that the ‘new’ Mortlach will be positioned as a luxury brand, with the entry level Rare Old priced alongside Johnnie Walker Platinum and other expressions higher still. So the good news is tempered with a wealth warning and the further disappointing news that stocks of the current 16 Years Old Flora & Fauna expression will not be replaced; it has effectively been withdrawn. If this is a favorite, better lay in a bottle or two!

Diageo’s Dr. Nicholas Morgan, head of whisky outreach, described the move as the company’s most significant in single malt in the past decade, claiming that the new Mortlach brand will “define luxury for single malt [and] become the next great luxury brand.” Though specific competitors were not identified, this suggests that Diageo have category leaders Glenlivet and Macallan very much in their sights. Based on a limited tasting of the new expressions, the distinctive meaty, sulfur-influenced taste of Mortlach, with heavy sherry notes, has been evolved to a more elegant and refined style, without compromising the signature power and weight beloved of fans.

Site manager Steve McGingle These are complex, multi-layered whiskies with a considerable depth of flavor. While the beefy note has been muted (think roast pork and BBQ juices), the fruit and spice impact has been dialed up through a different balance of casks. Rare Old and Special Strength illustrate this in fascinating detail, being basically the same cask mix but presented at different strengths to draw out varying facets of spirit character. At 25 Years Old, Mortlach offers a dense, layered and extraordinarily rich taste that demands contemplation. While lamenting the loss of the Flora & Fauna expressions, Mortlach drinkers will find much to enjoy in the new range, which will be available more readily, albeit at higher prices. Further details of the range will be announced in February next year with the products in market from the early summer.

My Wee Rant!

Ok Well after reading all the hype let’s look at it, firstly the no age statement, what’s that all about? We’ll let me answer that… is it a trend? Or is it young Whisky, packaged in fancy packing and sold at an extortionate prices, this sadly will be the future of travel retail, more and more brands will change to no age statement, if I’m wrong I will eat my words, they say that they are taking some of the Malt they use for blending, mmmm as history has shown, Malt that goes into blending, is not always the best and generally young. I hope that the no age statement Malts turn out well.

To put it in a nut shell Diageo  is a power house and there marketing is very good, also they see a gap in the market for niche whiskies for people who have disposable income. The positioning as a luxury brand tells you the story.

Diageo is a world leader and they are no fools, let’s see how there releases will taste, they know what they’re doing and +Dr. Nicholas Morgan is very well respected.

Even after my wee rant I will be one who will buy it, probably try all, so I hope I am greatly mistaken and all are great bottling’s, in the mean time I will wait patiently for the pricing and the release date and in the meantime continue to try new Malts and enjoy my favourite Malts.