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Issue 67 - Pioneering Spirit

Whisky Magazine Issue 67
November 2007


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Pioneering Spirit

Change is certainly in the air in deepest Ross-shire, we investigate further

The 16 men of Tain have certainly been busy in their quiet isolation, until with all the pomp and circumstance befitting an elder statesman of the whisky world, Glenmorangie has unveiled its new look.

New bottles, new liquid and a new Pictish inspired logo have been rolled out by this stalwart of a highland malt marking the biggest change in the brand's history to date.

The Glenmorangie Signet has been inspired by a panel of scrolling on the Cadboll Stone – a Pictish standing stone found close to the distillery.

However do not let the new fancy curved bottles, shiny swirling motif and sumptuous colours fool you, this is no straight forward marketing glitz, the biggest change lies within the glass.

Glenmorangie, with the award winning Dr Bill Lumsden as its driving force, has sometimes come in for criticism for having too many expression in the market place confounding customers.

No more, and Dr Bill has saved one of the most important experiments for last – because its in the whisky the difference can really be found.

Gone are the days of 43% bottlings of the wood finish range, instead Bill has reduced the number of expressions concentrating on the core of Port, Sherry and Sauternes, introduced as the Extra Mature Range, are all now bottled at 46% and are non chill filtered, so no losing the chewy, satisfying flavours in the press machine.

The much admired 10 Years Old, now known as the Original, gets some new clothing too as it will now feature an increased propor...

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