The multi-award winning online drinks retailer and independent bottler, has taken the unprecedented step of adding age statements to its ‘That Boutique-y Whisky Company’ brand, in order to give consumers more information about its whiskies.
|Future (TBWC) bottlings to carry age statements including a Macallan 25 Year Old|
Amongst some of the first releases to carry an age statement, will be their new Girvan 52 Year Old, Invergordon 43 Year Old, Macallan 25 Year Old and Ardbeg 12 Year Old bottlings.
Commenting on the news, Ben Ellefsen, Master of Malt Sales Director, said: “This categorically doesn’t mean that we now believe that age is the most important thing about our whiskies. The most important thing is, and always has been, flavour - and we continue to make cask and parcel selections on that basis alone. When we launched TBWC, we wanted the liquid to be judged on its absolute quality - not its age.”
He went on to say: “We’re 3½ years on now, and feel that we’ve established a reputation for exceptional liquid, and the feedback we’re consistently getting from our customers is that they’re really interested in how old the whiskies inside are. This and the recent launch of the campaign for transparency by John Glaser of Compass Box - which we wholeheartedly support - combined to make adding age statements to our bottlings somewhat of a no-brainer.”
The news follows the launch of Compass Box’s campaign for transparency in the Scotch whisky industry in February, after the artisan whisky maker was accused of breaking EU regulations governing the marketing and promotion of spirits, by communicating information about the age of the components of its whiskies.
That Boutique-y Whisky Company was established in 2012 by Master of Malt, and bottles small batch single malts, blended malts, blended whiskies, grain whiskies and bourbons. In 2015 it won the World’s Best Blended Whisky award for its Blended Whisky #1 at the World Whiskies Awards.
Posted by Steve Rush