What is the most successful single malt in the world?

If we were to ask who is the best single malt in the world, we would need a few months to sort out the answers.

But to the question of who is the most successful single malt in the world, it is actually easy to answer: Tamenovlin proves that when an exact taste meets a good price, there are results

Yair Gat, in collaboration with Tamenovlin Whiskey

05/12/2021

Sunday, 05 December 2021, 10:07 Updated: 16:52

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The most successful single malt in the world.

Tamenovlin (Photo: PR)

Although its history is shorter than that of beer or wine, but whiskey is a fairly old drink. The debate between the Irish and the Scots will probably never be decided, so we will never know who was the first to distill whiskey.

Indeed, there is no dispute that he was born in the fifteenth century AD. And also for the fact that like making wine and brewing beer, the art of distilling also came to Western Europe from the Middle East.

Is it really possible to innovate something, in such an ancient field, that its basic rules have not changed too much over the years? The success story of the Temenawlin Distillery, from the Spaceside region of northern Scotland, shows that even in the relatively rigid framework of the whiskey world, there is also room for innovation and creativity.

Our story begins in 1966: The Beatles take out Revolver, Levi Eshkol is the Prime Minister of Israel and England wins the first and only World Cup in football. But we will focus on a small town in the Spaceside area of ​​Scotland, with the opening of the distillery that operated in the village of Tumenowlin, until 1995, the year the fire was extinguished under the copper boilers and the doors of the barrel rooms were locked.

Leap in time, 41 years later: In 2007, after a thorough renovation, the distillery reopened as part of the activities of White & McKay, the fifth largest whiskey producer in the world founded in Glasgow, Scotland in 1844. So far, everything makes sense. What is really surprising is that in a short time in terms of the world of whiskey, the anonymous distillery has become one that everyone is talking about. Even when the issue is quality: in 2021 she won no less than five gold medals in international whiskey competitions.

And not just quality: Even when it comes to commercial success, within three years of its launch, Tamenovlin's whiskey began to be sold in more than fifty countries and in 2020 was crowned as the single-growing malt malt whiskey in Europe.

More on the subject

Tamenovlin: From the hill in Scotland to the top of the sales chart

In collaboration with Tamenovlin Whiskey

A sequel story (Photo: PR)

The secret behind success

If that's not enough, then within two years of its launch, Tamenovlin became the best-selling single malt in Sweden, reaching number six on the UK single malt sales chart and topping the list of the top ten best-selling singles in Russia. In other countries such as Taiwan, France, South Africa, Belgium and Germany, it shows, according to research firm Nielsen, particularly impressive growth rates, and in Norway it has reached no less than 124 percent growth in three years.

"Our success so far has stemmed from our simple and effective recipe," briefly explains Stephen Martin, the global singles expert at White & McKay. "Tamenovlin looks great, it tastes great and we can sell it at a great price." is that so? We checked

The look can only be judged by the eye of the beholder, but the classic, transparent bottle with the rounded neck, the unsophisticated labels, and the golden amber drink will stand out on every bar and every shelf in a liquor store, and no less important: they arouse thirst at first glance.

It is a show that conveys a lot of respect for tradition, alongside something young and innovative.

Ask the expert.

Martin (Photo: PR)

Tasting test

Also in terms of flavors and aromas, it's very hard to argue with Martin: unlike quite a few competitors in the field, all of Temenawlin's single malts are aged in two types of barrels. They start with American barrels and end with cherry barrels, which give them the amber color and richness of flavors.

The two expressions sold in the country: "Tamenovlin Double Cask" and "Tamenovlin Cherry Finish", present a very beautiful use of wooden barrels, which compliments the soft and deep whiskey that characterizes the Spaceside area.

With all due respect to appearance and taste, it seems that one of the most influential factors in our drinking decisions, and probably also in the impressive growth of Tamenovlin, is the price. The price of these beautiful bottles ranges from 130 to 140 shekels, depending on where you buy them.

That is - price versus quality: no matter how you look at it, they provide exceptional value for every shekel.

The exceptional quality-price ratio may cause veteran whiskey lovers to give up, at least for one or two drinks, their favorite bottle and those interested in a no-obligation initial experience, to do so without taking out a second mortgage.

In other words: this is a whiskey that anyone can love, at a price that almost anyone can afford.

And when you put these two data together, it's easy to see why this professional success story has also become a commercial success story.

Available at all Tiv Ta'am branches and in specialized wine and alcohol stores

Tamenovlin (Photo: PR)

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