Whisky Advocate’s end of year awards are always a predictably silly affair, and like all awards, are really scarcely more than link bait. So for the second time this year, I’ll take the bait.
Whisky Advocate’s distiller of the year was a small craft operation you may never have heard of, Diageo. Diageo owns small distilleries like Lagavulin, Caol Ila Clynelish, Talisker, Oban, and so forth. Little operations you’ve never heard of. They also have the stocks for closed distilleries like Port Ellen and Brora.
The most interesting point in the writeup is when Whisky Advocate talked about the Special Releases. The Special Releases that set enthusiasts jaws on the floor and proved the point about escalating prices on whisky. Some may accuse me and others of being idealistic. Maybe it’s true. I tend to think I look at things dispassionately and I know if I was in the producers’ shoes I’d be looking to take some of the money on the table.
However, WA and Diageo (through the word processor of Jonny McCormick) have decided to piss down our backs and tell us it’s raining. Those massive price increases on the Special Releases? We’re no longer referring to them as “price increases” but they are now the latest salvo in “the war against flipping”.
So when you see those prices jump, just remember, that’s Diageo looking out for you and nothing more. Your best interest is at heart – even though it’s just business, they’re trying to keep it in the hands of people who care. Er, sorry, that “purchasers are truly venerating the single malt whisky in the bottle.”
Really? I’d love to see consumers sharpen up to how much the industry thinks they’re saps, but I’d personally be hard pressed to buy less scotch than I have been of late.
In WA’s defense, the Scotch industry has been out of ideas for some time now so it’s not surprising that this went this way. You can only talk about “cask management” and “wood selection” at LVMH so many times. Kudos for not taking the expected path of citing Ealanta as an example of grand innovation.