Ardbeg goes Supernova

[Rob Allanson]

An iconic whisky distillery on the remote island of Islay has launched a new single malt called Supernova, which the company is describing as "the peatiest Ardbeg ever".

Three thousand bottles of Ardbeg's latest whisky sold out in just 112 minutes when it was offered for sale online to a group of enthusiasts - making it the fastest selling whisky in the famous distillery's 194-year history. It is now on general release.

Ardbeg Supernova - which takes its name from the "galactic explosion" as stars end their lives - was snapped up by members of the Ardbeg Committee, a group of 47,000 Ardbeg fans across 112 countries.

Ardbeg Supernova is created from the most heavily peated Ardbeg stocks of varying distillation dates. The new malt has peating levels well in excess of 100 parts per million (milligrams per litre) making it the peatiest whisky Ardbeg has ever produced.

[kallaskander]

Hi there,

my God, whiskymag, too!


Can marketing get away with everything nowadays? How about a critical acclaim of that?

[quote="Rob Allanson"]

Ardbeg Supernova is created from the most heavily peated Ardbeg stocks of varying distillation dates. The new malt has peating levels well in excess of 100 parts per million (milligrams per litre) making it the peatiest whisky Ardbeg has ever produced.[/quote]


100 milligrams peat per litre. Mercy!

It seems I was quite on the right track when I posted about the neccessity with Ardbeg to emphasize that Ardbeg and Ardbeg alone ist the peatiest malt.
That being the case because the Ardbeg marketing depends on that claim and with it the standing of the brand name and the whole brand.

That Supernova does nut evolve it mutates if you follow the marketing blah blah.

First it was said that it is peated to 100ppm according to Dr Bill Lumsden.

Than it is claimed that it is peated "well in excess of 100ppm" according to marketing.

Now it has more 100 mg per litre of phenols. What is that in ppm?


How desperate can you get?


Greetings
kallaskander

[les taylor]

I checked out the Ardbeg site this morning. It seems that as I had purchased the Committee release bottling. White label. I'm not allowed the general release bottling. Black label. I have to say that did surprise me.

[upright]

Get someone else to buy you one, not me i am too broke.

[slojo]

Les, I'll swap my GR for your CR if you want :)

[lohssanami]

Les, I heard of a few people that experienced that glitch, and I'm sure it'll be resolved soon. You'll have to give us an update if you have any luck.

[Ardbegfan]

Anyone else think that the Supernova is a tad overpriced?

£73.99 at Oddbins, limited to 1 per customer

[les taylor]

[quote="lohssanami"]Les, I heard of a few people that experienced that glitch, and I'm sure it'll be resolved soon. You'll have to give us an update if you have any luck.[/quote]


Tim I got one from my dear friends at LFW.