Diageo in the No-Age-Statement Era

By One Man on July 29, 2014 in Article

Diageo in the No-Age-Statement Era of Malt Whisky

What the New Mortloch Says

About Diageo’s Direction

Or

The Promise and Pitfalls of No-Age-Statement Mentality

As the largest Scotch malt whisky entity, Diageo has thrown its weight further into the no-age-statement arena with the launching of the new Mortlach Rare and Old.

(see our review HERE)

The rebranding of this classic, but obscure single malt has bellwether implications for the entire industry, as it moves away from traditional age statements, even as retail prices soar. And Diageo’s leadership role is once again on trial.

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Mortlach Rare Old – Exclusive Review

By One Man on July 29, 2014 in Review, Single Malt Whisky

Mortlach single malt whisky has returned to the wider world, with the much anticipated debut of four new expressions. The one with the lowest price, but by no means inexpensive, exhibits no age statement and is simply named Rare Old.

Region: Speyside Style: Spicy/Fruity/Sweet Class: Premium

Strength: 43.4%

Diageo sunk an enormous amount of money into refurbishing the Mortlach distillery, increasing production, and positioning it as a premium brand for international and travel markets. Given the changing climate in the whisky world, the anticipated release of Mortlach Rare Old will be seen by many as an early and important test of the no-age-statement era of malt whisky that is already upon us.

Would the Rare Old prove to be the latest greatest no-age-statement single malt? Or would it fall short of expectations? After all, this is not just any whisky being reimagined as a premium no-age-statement expression.

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