Another week, another set of awards results announced! This time from the International Wine & Spirits Competition (IWSC), “the premier competition of its kind in the world”. (I know, I know, they can’t all be the best - and they do indeed have similar sounding names – but this is another one of the really, really BIG competitions. Important stuff.)
As well as the usual Gold, Silver and Bronze medals, there are also Gold Outstanding and Silver Outstanding Medals at the IWSC, with a huge score of 90-100 out of 100 required for a Gold Medal and Gold Outstanding Medals only being awarded at the judges’ discretion! Welcome to big school!
For those of you hitherto unfamiliar with them, our ‘Secret Bottlings’ series of Single Malts have long been a staple of our core range of Master of Malt branded whiskies. They provide exceptionally well-aged whiskies at a price that seems utterly unthinkable in today’s world of 5-figure 50 year olds, and six figure 54 year olds.
The secret with these whiskies has always been that we’ve released them without the name of the distillery present on the label, hence preserving the distillery in question’s brand equity, and allowing us to buy them at a fraction of the price that would be possible if the distillery’s own name was on it.
A bit more on that, because I’ve just read it back, and it sounds suspiciously like marketing bullshit. I’ll expand:
If a distillery (let’s call it Glenyummy) has a certain number of customers (X) for its standard 12yo whisky, the chances are they’ll have a customer-base of about 0.05X for their 18yo expression, 0.0005X for their 30yo expression, and 0.0000005X by the time they hit anything over a few hundred quid. More...