Glenmorangie surprises with cake-flavored whiskey • In an interview with Brendan Macron, number two in the distillery's hierarchy that changes the rules of the game, he shares: "We tried to reach an audience that doesn't drink whiskey."
Brendan Macron.
"Change in alcohol consumption during the epidemic"
As in any field, innovation in whiskey distillation is the name of the game.
To illustrate - look at what has happened in recent years to gin, an anemic and negligible drink that, with the right seasoning and massive PR, has soared and grabbed the forefront of the stage with a high percentage of cocktails and bars around the world.
Whoever rests on the laurels of yesterday's success is expected to be left behind, and whoever renews, dares and tries to push the boundaries and reach new places is the one who is expected to rake in all the cash.
But how to refine in whiskey, distilled barley juice?
Take, for example, the famous Glenmorangie Distillery, which has been operating in the Scottish Spayside area for more than 175 years.
Among other things, they were the ones who invented the concept of FINISH - a short and extra aging of the whiskey in barrels that usually had dessert wine - sherry, port or sutran - to enrich the flavors, and they never stop exploring and trying out limited editions of whiskey, sometimes - just like this year - In admirable creativity.
The person behind all this innovation is Dr. Bill Lamsden, who has a PhD in microbial physiology and fermentation sciences, who for the last quarter of a century has run the esteemed distillery and even serves as its main distillery.
These days they are releasing an experimental edition of a young and fun whiskey, completely different from what you know from the world of serious and respectable whiskey, called Glenmorangie - A Tale of a Cake, which they claim feels like drinking a slice of cake.
"Dessert Whiskey", if you will.
The inspiration for the idea came from a pineapple cake that Dr. Bill's daughter made for him for his birthday and he pretends to simulate the sweet experience of eating a good slice of cake.
Whiskey for new consumers
For unknown reasons the interview with Dr. Bill was canceled, but I had a fascinating zoom conversation with our right-hand man, Brendan Mccarron, number two in the distillery's hierarchy, who is responsible for aging barrels and containers as well as tasting and developing new drinks.
According to him, the purpose of the limited editions they release is to open up the world of whiskey to non-classic whiskey consumers as well - "This time we tried to make a cool, non-standard whiskey and reach an audience that does not usually drink whiskey. This whiskey has a sweet and fun taste. "The serious concepts of the drink are sometimes perceived as threatening, formal and" for experts only ". On the other hand, it is definitely also intended for veteran drinkers who are looking for thrills and variety in their glass."
The flavors of the new whiskey are different from the traditional ones. How do you "engineers" taste a drink?
"The main variables that affect the taste of whiskey are the barley, the process and first and foremost the barrels in which the whiskey is aged. "A barrel gives the drink. Other additions to whiskey are prohibited by law."
Does yeast play a role in the final range of flavors of the drink?
"I would say that yeast and the duration of fermentation have the biggest impact on the nature of the drink, apart from the barrels. It's a huge factor. For example, last year we launched a limited edition of whiskey fermented on wild yeast only - and it was a great success. "One type of yeast is used, but experiments are constantly being made in all sorts of directions."
6 million liters of alcohol
Glenmorangie is not a particularly large distillery, in Scottish terms.
They distill about 6 million liters of alcohol each year alone, but all the produce is single malt.
They took out the 'cake' in a minimal amount, both because it is a limited and one-time edition, and for technical reasons - it is not easy to get the unique Tokai barrels in which the drink is aged.
Are you not afraid that the new whiskey will be perceived among consumers as a kind of "feminine" drink and may also harm the "tough masculine" image of the drink as a whole?
"I've been making whiskey for 15 years, and I've been drinking it for more than 20 years. That's right - whiskey has a pretty tough image, but I think a lot of people today are looking for more fun and less seriousness in their glass."
And finally, it is impossible without referring to Corona.
In Israel, we are experiencing a profound change in alcohol consumption since the beginning of the epidemic - an increase in online purchases and networks and, on the other hand, a drop in drinking outside the home.
How does the epidemic affect you?
"I think it's too early to assess what the long - term effects of the epidemic are. We also went into closure and had a brief halt in production, and even after we reopened with the caution required to reopen the distillery, sales were hit spotty mostly at airports."
The new whiskey districts - official tasting
Glenmorangie - A Tale of a Cake - As mentioned, after a decade in Barban barrels, he added the drink and aged it in the famous Hungarian wine barrels Tokai.
It has fruity aromas of orange, pear and passion fruit with a little honey and almonds on the edges.
The taste is buttery, almond touches and not very heavy syrupy sweetness.
As for the promised sweetness, do not be afraid - after all it is whiskey, not liqueur.
Not sure this is the whiskey worth "breaking the closure" for, but for the variety of routine it will definitely suit.
Just take into account that you have to hurry - a total of 660 bottles of it arrived in Israel.
(Recommended price - NIS 280).
Glenmorangie - Nectar d'Or - aged for a decade in barrel barrels and another two years in souterne barrels (French dessert wine).
Has a fragrant vanilla aroma, coconut and hints of a slightly lemony rash.
In a sip, it exhibits flavors of white raisins, caramel, delicate almond and a hint of ginger and nutmeg.
exciting.
(Recommended price - NIS 220).
Glenmorangie - Extremely Rare 81 years of aging - 70% of the whiskey was aged for 18 years in 200-liter barrels, and the remaining 30% was transferred, after 15 years, to sherry barrels (Oloroso) for three years.
With a deep amber color, aromas of toffee, creme brulee, orange peel and dried figs with a white bloom in the background.
On the palate it is honeyed and thick, round and soft, with dried fruit flavors, delicate oranges, roasted hazelnuts and a little milk chocolate.
Really wonderful.
Outstanding tasting.
(Recommended price - NIS 390).