Nick Brown wrote:If you are desperate for a 5yo whisky, you could always try the stuff Glen Grant sells in Italy.
Save for the fact that the two whiskys probably are as different as too malts can get, not withstanding age. GG 5 is a malt I enjoy, but it is very light, soft, gently malty. From what I understand, PC5 is big, peaty, in your face....
I imagine the new people at the distillery immediately spotted two big problems: firstly, the whisky was not peaty (or very well thought of) and punters expect Islay whiskies to be peaty - and secondly the distillery name was unpronounceable to most people outside Scotland. The clever solution was to create a new peaty whisky with an easier name - significantly the first distillation they did - and sell it alongside the traditional style of spirit for a while. The old style whisky would be given every marketing trick in the book to shift the existing stock and the distillery would try to simplify the pronunciation of the name with their rather painful "brook laddie". I imagine in time, the Bruichladdich brand will become less of a regular feature and may be allowed to quietly die.
I wish the distillery wouldn't try to break pointless records and market every bottle as though it were something special when most of their fare is really quite ordinary. It just devalues the currency of a special limited edition and starves better whisky of publicity. But I genuinely wish them well in their Port Charlotte venture and if it is as good as people claim, then it should do well alongside the other peat monsters.
edited to correct my misspelling of Bruichladdich proves my point, though!
The gentler islay dram is well known as just that. While many on the mainland have joined in an ill advised attempt to copy peaty islays, I don't think Bruichladdich will be replaced by Port Charlotte any time soon. Their existing customers enjoy the barely peated version as well (I know I do).
Starving better whisky of publicity? I don't love all that comes from Bruichladdich (the 10yo is going out of production but I won't be buying any more as I don't enjoy it) but they put out some very good stuff. Good marketing lets you sell poor products for good prices. At least they market their stuff! Most whisky companies seem to do nothing but send out brand embassadors which only preaches to the faithful for the most part.
Bruichladdich is making many different bottlings as they don't have a lot of stock right now. They don't have enough to make consistent standards so they're producing many different expressions. In 5 years time they should be able to put together standard offerings. Until then, naff casks get finished in esoteric wine casks to liven them up I guess. I don't enjoy the bizarre finishes so I don't buy them but others do and who am I to tell them not to?
no Nick I do not think so. From what Jim was saying I think that a long term dream is to rebuild Loch Indaal Distillery at Port Charlotte under the name Port Charlotte. The PC would be distilled there in the future.
But it is not more than a dream till now. We can always hope. Until further notice the PC will be distilled at Bruichladdich and Bruichladdich will not go out of production. Why should it?
If all the world was keen on a peated Bruichladdich why not give the world what it wants? There would not be need to change the name at all. There are peated Laddies around, 3D, Moine Mhor, Waves and soon the 3D3. They were holding the place until the PC was ready to stand on its own feet. The malt was peated at about 40ppm, the whiskie will come out at the level of Bowmore, more or less. Unless the level of peat while malting will be raised. Now the question is will there be more peated Laddies? I think not.
When Jim took over he produced the Laddie he was thinking of with about 10ppm of peat and tried out sherry casks. He went back to unpeated Laddie and about 2ppm coming from the dilution with Islay water. His new Laddie as he wants it to be matures in bourbon caks. Never mind that there are exotic casks thrown in for marketing reasons now and then.
Clearly an attempt to compete against the Islay peat monsters. It was the first spirit the new owners distilled, indicating to me where their priorities lie. I'm not saying it's a bad thing. The old spirit wasn't popular enough to sustain the distillery, and the name must have been something of an albatross, so why not change them?
Octomore looks like a novelty whisky and I can't imagine it will be a regular feature on whisky shelves - but who knows? If it flies, it might consign both Bruichladdich and Port Charlotte to the subs bench.
The brand ambassadors is an interesting concept. I use to like HP until I met their brand ambassadors. On the other hand, I have only good things to say about Glenfiddich since meeting theirs.
The old style whisky would be given every marketing trick in the book to shift the existing stock and the distillery would try to simplify the pronunciation of the name with their rather painful "brook laddie". I imagine in time, the Bruichladdie brand will become less of a regular feature and may be allowed to quietly die.
Heck, most Americans can't even pronounce Glenfiddich right!
i got two bottles of the first bottling of pc back in 2004. cask number 286. there were 336 bottles out of the cask at 67.3%, i did buy one for the collection and one for getting tanned into. to be honest, i wish i had left it closed and opened somthing better.....
Vitara7 - that was from a private cask , not a distillery offering and was bottled way too early , Even Bruichladdich (pronounced Brook Laddie) wouldn't release a single cask of 3yo (3 months and 3 days ?) from a Hogshead , i tried the PC hoggy i've got a share in at 3yo and it wasn't anywhere near ready (look at a teens imo) . I don't know why they bottled it ( to be the first?) but that was their option , they owned the cask .
A new bottling , especially an Islay , always causes excitement on it's release (well in most places anyway....) and i'm looking forward to putting it up against my Bloodtub .
I'm also looking forward to a few of the other Laddie releases , especially the new 12yo from 100% Ex-Bourbon casks , i love Laddie from a Ex-Bourbon , can't wait to sample a few of the others on my next trip over to the Queen of the Hebrides in November .
Just a shame i'm not looking forward to sampling the new Bogh Mor (Pronounced Bo'more) .........
That'll put the cat among the pigeons for sure.
Bruichladdich has done an excellent job of saving a distillery from the wrecking ball and they have made a choice to spend their marketing budget on face to face tastings with their customers. I'd rather attend a Bruichladdich tasting than read a fancy ad in a magazine, wouldn't you????
They are also experimenting with lots of new options which is great, it's what many of us have been asking for. If Jim McEwan is to be believed (I do) then you will being seeing loads of Bruichladdich (similar to what we know now) matured in ex bourbon barrels. I think the Bruichladdich name is far from dead. He flew to the US to secure those very barrels especially for Bruichladdich spirit.
Also it should be remembered that Bruichladdich bottling runs are tiny when compared to other distilleries and it's their way of stimulating market attention with small new product runs.
This saves money for servicing bank debt and employing 40 odd islanders. I think thye're doing a great job and I hope they keep it up.
Lawrence wrote:SoI said "the new Bogh Mor (Pronounced Bo'more) ........."
That'll put the cat among the pigeons for sure.
I'm referring to the recently released 1990 Bowmore Lawrence .
Hear , Hear to your posting .
I wasn't that fond of the previous owners bottlings , apart from the Stillmans Dram , but Jims opened my eyes to the Old Lady .
Ardbeg and Laphroaig are proven peat monster creators, so when they produced their young offerings I was very keen to try them and they did not dissapoint.
But Bruichladdich has no recent 'form', when it comes to peated whiskies. It is the clean fruity malty nature of their stuff that appeals to me. The peated stuff they make is poorly integrated IMO.
Now for a small peaty rant:
IMO, most of these new peated whiskies are too expensive and not up to the big guns from Islay. I found that peated Benriach 10yo pretty filthy (this is the craziest score in JM's book) and the peaty Jura was nice to try, but there is no way I would consider another bottle. That new peated Edradour is ludicrously priced. It costs waaaaaaay more than the new Ardbeg OB. They need to extricate themselves from the bubble bath they are enjoying. There are other examples, I am sure.
PC 5yo. I'll pay £20 if it is CS and £15 otherwise.
The "Brook Laddie" idea is an invention of the current owners and they admitted this to me at Whisky Fringe - they said almost apologetically that I was quite right about the correct pronunciation but that it was not good for marketing. They then (second year running) described their whisky to me entirely in terms of woods and wines.
Scotchio wrote:Can't say that I'm getting excited about these peated bandwaggon whiskies. Those Brook laddies ought to know better. The core expression is a classic of restrained complexity,why smother such a beauty with peat. I understand the idea of product diversification and recognise the necessity for Signatory and MM to get into their own distilleries but I'm too busy trying to get a handle on the core produce of the other 100 or so distilleries to waste my time exploring the numerous contrived variations on a theme produced at Arran, Edradour and Laddie. Glenmorangie started all this with their various finishes. I wonder what sort of Ardbeg variations will appear in the next ten years.
What is life without a little variety?
I live for variety whether it be food, song, whisky or women, it's all good!
There will come a point when the market is saturated with collectibles and they will all lose their value - as Mr Tattie Heid once said, anyone care for a Ty Beanie?
If I had a distillery, I would try to get the maximum profit but I don't know whether the best way would be to make lots of styles of whisky or not. There must be a lot of profit in knocking out blendfodder since that's what most distilleries do. But I haven't got a distillery and I have no love for distillery owners. I am a consumer and I would prefer to use my consumer's voice to lobby and persuade distillers to do what I want, and to persuade others to join my cause.
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