Fate vs Marketing
Do you believe in karma? Fate? Do you find that things just eerily happen all at once for a reason?
All in the space of a week:
- I had a friend message me about a whisky launch event in Malaysia for a brand new whisky. A little something called Glenlivet Founder’s Reserve.
- A couple days after, a notification popped up on my WordPress feed that someone had posted a review of whisky they’ve just tried. Something called the Glenlivet Founder’s Reserve.
- And a few days later, lo and behold, I received a bottle of whisky as a gift from Her friends (thanks peeps!!). And of course…. Glenlivet Founder’s Reserve.
I wonder how much of it was the hand of Fate vs the inexorable result of the extremely well oiled marketing and sales department at Pernod Ricard.
A Minor Rant
The GFR is now the Glenlivet’s entry level whisky, replacing their aged-statement lineup of the 12, 15 and 18 year olds. Much has been said already about the disappearing age statements from their line up, which reflects a trend in the industry.
The whisky lover in me doesn’t really mind if they change the name of the whisky with something whimsical (Peat Monster?) or obscure (I’m looking at you SMWS), because what really matters to me personally is what the whisky tastes like.
Saying that… the obsessive in me is wondering what the naming convention reflects?
The Glenlivet range now starts with Glenlivet Founder’s Reserve, followed by the 12, 15 and 18, and then you have the Nadurra range, and then Master Distiller’s Reserve range.
It’s easy to place the 12, 15 and 18 year olds in order of line up and also target audience.
12 = entry level noob. 15 = so you think you know whisky eh? 18 = posh tit.
A child who can count to 18 can quite reliably tell you what’s what.
(I josh of course. I love all three whiskies and I’m not posh, just an occasional tit)
But it’s not obvious to me, comparing the Founder’s Reserve and the Master Distiller’s Reserve side by side, what’s what, exactly. And with it being de rigueur these days to name whiskies after the job positions at distilleries, there’s a decent chance there will be another ‘Reserve’ named bottle. So who’s more important than who? What’s the pecking order? Should the Founders be a bit peeved that they’re now lumped with entry level stuff?
If you’re a whisky enthusiast, it’s not big a deal. Just a bit more research and you’ll figure things out.
But sadly, for anyone starting out on the journey, it’s going to come down to that other number on the label. The price. If it is expensive, it has got to be good. Which is a scary thought.
Anyway, on to the whisky.
The Glenlivet Founder’s Reserve
Harsh spirit smell on first nosing, translating to a hard hitting initial sip. Matters mellow out to a fruity nutty honey flavour with a wispish light body that doesn’t linger. That distinctive starfruit flavour and aftertaste is there, just like the Master Distiller’s Reserve, but very lightly so. low #meh
All in all, a pleasant enough dram for a light evening.