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Issue 40 - Arewegoodfinishers?

Whisky Magazine Issue 40
June 2004

 

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Arewegoodfinishers?

Inthelatestofourroundtabledebates,welookatspecialfinishes.

ThePanel
DaveBroom,drinksguru(DB)
PaulGodfrey,groupmarketingmanagerformalts,WilliamGrant&Sons(PG)
BillLumsden,Globalbrandsambassador/masterdistiller,Glenmorangie(BL)
ArthurMotley,RoyalMileWhiskies(AM)
KeirSword,RoyalMileWhiskies(KS)

Thisissue'squestion:Arespecialfinishesgoodforthewhiskyindustrybecausethey
attractnewcustomers?

Q:Arewoodfinishesagoodthingorabadthing,andwhy?

AM:Agoodthing.Theyprovokepeople'sinterest,areusefulintastingsandprovideapointofreferenceforwinelovers.

BL:Yesthey'reagoodthingfortheScotchwhiskyindustryandtheconsumer,becausetheyhaveofferedawiderangeofnewflavourexperiences,whilestillmaintainingtraditionalvalues.They'vealsohelpedgeneratesomemuch-neededinterestinthecategory.

DB:Ofcoursetheyareagoodthing.Inprinciple.Theykeepinterestinthecategory,theyareagoodwayfordistillerstoextendtheirportfolio–somethingwhichisparticularlyrelevanttothoseproducerswithasmallnumberofdistilleries–theyofferanewwayoflookingat,andenjoyingwhisky.Theyengenderdebate.Theyopenupthepossibilitiesofnewflavours.Yes,overalltheyareagoodidea.

PG:FinishespersearenotabadthingbutIwouldqualifyit.Wherefinishesbecomequestionableiswhentheystopcomplementingthecharacterofawhiskyandinsteadoverpoweritandmaskitstruecharacteristics–thishasbeenthecasewithsomerecentfinishes.TheruleoffinishesshouldbeasKennedywouldhavephrasedit:‘asknotwhatthewhiskycandoforthefinish,butwhatthefinishcandoforthewhisky'–ifitdoesnotamplify/complementthetruecharacter(orcharacteristics)ofthewhisky,thendonotdoit.

Q:Isit...

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