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A New Take on Whisky Marketing

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@hunggar
hunggar started a discussion

I just finished my review of the Matisse 12 year old blended malt, and this brand's philosophy got me thinking...

They have opted not to release the which distilleries they use for their products, but rather have them sold on their own merits. Apparently the idea behind this marketing strategy is that a whisky simply needs to taste good. We don't need a 200 year old distillery steeped in Scottish tradition, nor should we prejudge a blend simply because we are prejudiced toward one of the distilleries involved in its making. On one hand I thought this was a kind of cool and different approach. With so many good whiskies being made in different climates all around the world, I've realized how much the marketing of Scottish whiskies is based on tradition and being old, something which rarely speaks to its actual quality. On the other hand, tradition and knowing a brands history does help connect us to what we drink. And, not knowing where the whisky comes from means we can't research the technical aspect to how it was distilled, which is certainly very important for any self-respecting whisky drinker.

I'm not taking a position on this, but it did make me think. Any thoughts or reactions to the "Matisse" approach to marketing?

11 years ago

10 replies

jnaks replied

Interesting. If I'm not mistaken, though, many blends do not ultimately reveal their distilleries -- I'm thinking Blue label does this as well (just referring to "the finest and oldest barrels...." but not necessarily that they're all from their distillery or not; or which other).

I would say it does force people to judge it for it's taste and not for its pedigree. That being said, I do like to know if my hotdog is kosher or not...or if my wagyu "style" beef is from "Saga" beef or if it's from Australia, or even the US. I know the difference it can create and gives me an indication of what something is like before I purchase.

I understand the idea is to eliminate that prejudice, but that can also alienate those who are unsure if they want to take a leap of faith. It's a gamble between creating realistic expectations and having someone appreciate something for how it truly tastes to them. ie. if 12 yr Macallan tastes good to you, why buy 18? (yes, we all know there is a difference, but I think that's the angle that its trying to generate).

11 years ago 0

jnaks replied

Just thought I'd throw in that I actually particularly like Matisse 15, but haven't had the chance to try 12. 19 intrigues me a bit.

11 years ago 0

@Nolinske
Nolinske replied

I really appreciate what they are trying to do, but I do not believe the average consumer, which we are not, is ready for this move. As a lover of whiskey I like this move and I hope this philosophy catches on. As an accountant I feel that it will not help Matisse sell bottles. I think that name dropping the distilleries in the blend is still the best marketing to the average consumer.

11 years ago 0

jnaks replied

@Nolinske unless, of course, it's a lower-end distillery. But given the nature of everything, I also wonder if it's part of some disclosure agreement. ie. When people buy casks from certain distilleries and try to age it/affect it on their own, many are required to change the name of it. Perhaps the distilleries themselves (or some of them) don't allow them to disclose their relationship since this is getting sold under another brand.

11 years ago 0

@Nolinske
Nolinske replied

@jnaks very good point I didn't think of that when I was writing my response :)

11 years ago 0

@hunggar
hunggar replied

@jnaks, very true what you pointed out about the blends. Most don't reveal which distilleries supply them. However, Matisse has kept this philosophy for both its 15, 19, and 21 year old single malt releases, not just the blends.

11 years ago 0

Stev replied

Hi. It’s a great thought but I beg to differ. Case in point: Dewar’s. Dewar’s does have a riveting history and is steeped in tradition but it doesn’t just stop there. It’s the only Scotch whisky brand to double-age their blends for an additional period of time for that impeccable taste and creamy finish. The process is tedious, but Dewar’s believes that “Some things are just worth doing”. Now that’s commendable, isn’t it?

11 years ago 0

@systemdown
systemdown replied

@Stev Whyte & Mackay and IIRC, Grants, marry their blends in casks as well (if that's what you meant by double aged). There could be a Dewars connection to those brands but I'm not certain.

I don't particularly care for "name dropping" myself, especially if it keeps prices low and if it allows us to buy and enjoy solely based on merit.

11 years ago 0

@systemdown
systemdown replied

@Stev And I notice you're a Dewars representative. The line "impeccable taste and creamy finish" should have tipped me off, I don't think I've ever heard a whisky drinker describe a whisky in that way.

11 years ago 2Who liked this?

@BlueNote
BlueNote replied

Hard to take you seriously @stev as you are obviously a shill for Dewars in India.

11 years ago 1Who liked this?