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New Spirit



I’m very surprised that more has not been written about the latest trend for selling new make spirit especially as some of the leading perpetrators have long and distinguished histories (you tested half a dozen examples in Issue 88).

While I can understand that the attraction of selling young spirit may keep the accountants happy, is this really such a shrewd business move?

Who is the intended consumer the companies are aiming at and what, apart from generating extra income in the short term, is the point of it?

It would be interesting to know the thoughts of the Scotch Whisky Association on the subject and whether they have set out any rules or guidelines that are to be followed. While lovers of whisky might be tempted to sample the spirit as a bit of an experiment is it not the case that once tasted most customers are unlikely to go back for more.

Indeed, I would have thought that there is a real danger that tasting new spirit may put some people off real, matured whisky for good.

If the marketing of new make spirit is to continue, surely industry agreement on the way forward is an imperative.
Don’t get me wrong, I’m not against companies selling new make, just concerned that unless a great deal of care is taken any financial gain may be short lived and the quality image of Scotch Whisky sullied.

Jim Brown
Blyth Bridge, Peeblesshire, Scotland


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I just thought I would drop you a note about spreading the word of the Whisky Magazine. I travel a fair bit and I always like to take my latest Whisky Magazine with me to read. When I have finished reading it and making a few notes on what to try next I leave the magazine in the hotel library hoping that it will be picked up by another person so that they can see what they are missing. I used to keep them until when I was reading my copy in Penang a fellow guest asked me to read it if I finished with it. After he read it he told me that he was going to subscribe to the magazine because he thought it was a good publication.

So far I have left copies in Penang, Langkawi, Dubai, Singapore and Muaritius.

Ron Hanshaw
Via email