It was only a matter of time until someone tried to follow what Diageo started when they premiumised their Mortlach distillate, introducing a whole new range of half-litre bottles at excessively high prices and posh packaging. They even introduced a brand ambassador, responsible for Mortlach, Georgie Bell. Well, two years later, Georgie moved on to Bacardi and it seems the position of a Mortlach brand ambassador will not be filled again. Signs of a failed experiment of premiumising a distillery which is mainly used in blends and was virtually unknown to supermarket malt whisky drinkers? Maybe, we can’t tell for sure without knowing the sales figures. Personally I don’t know too many people who bought any of the new Mortlach releases…
And now there’s this: Longmorn owner Chivas Brothers just announced a new range of Longmorn bottlings. The “Distillers Choice”, which replaced the old (and up to this point only official bottling) 16-year-old a few months ago, will be joined by two new expressions: A 16-year-old and a 23-year-old.
Good news? Well, not so quick. Let’s take a detailed look here!
The old Longmorn 16 cost 56,90€ when I last bought a bottle a year ago, an adequate price for a good whisky. The last bottles of this expression can be had for about mid-60€ prices if you look around a bit. The new “Distillers Choice”, a weaker bottling (40% ABV vs. 48 for the 16-yo) retails for the same price. To us whisky lovers it’s obvious which bottle we buy, as long as we still have a choice. Well, that choice will soon be gone. Here are the prices for the two new whiskies: Continue reading “The Mortlachisation of Longmorn”