Blog: For peat's sake
Chris Mercer | 27 October 2010
Peated whiskies have long been in the 'macho' domain, to be handled only by the toughest of whisky lovers. But, Scotch whisky guru Jim Murray has given the sector fresh recognition by handing his annual prize to one that claims to be the peatiest of them all.
Murray's 2011 Whisky Bible has made Octomore “Orpheus”, distilled by Bruichladdich on Islay, the top-choice single malt Scotch around.
The new expression, Octomore 3, is a whopping 152 part per million peat. Bruichladdich bullishly describes Octomore as "three times more peaty than any other mainstream whisky".
However, it seems the distillery's macho image has a soft underbelly.
"This is no monstrous brute,” said Jim McEwan, head of distilling at Bruichladdich. "It's an iron fist in a velvet glove." I bet it still packs a punch, though.
Whisk(e)y companies spend a lot of money and effort ageing their products for that premium taste....
PepsiCo created a stir last week with the news it is testing a product called Caleb's Kola, with some in the media claiming it was the beginning of a new “craft soda” category....
SABMiller's bid to widen the appeal of beer is very much in evidence at its latest 'House of Peroni' - with beer cocktails and a bigger bottle for the Italian lager brand on offer. ...
Here's a round-up of the big stories on just-drinks last week, featuring PepsiCo, SABMiller, the Scotch whisky category and the US wine market....
- Analysis - Remy's Cognac "dead-cat bounce"
- Comment - How Hand-Made is Tito's Handmade Vodka?
- Heineken to stay "active player" in beer M&A - CFO
- Diageo's future brighter than present suggests
- Diageo's Q1 Results by Region
- Moët Hennessy unveils first Travel Retail outlet
- United Spirits sees Q1 net loss
- Beam Suntory, Edrington part ways in Travel Retail
- Diageo puts Beckham centre stage in Haig Club ad
- Moet Hennessy sales falter in YTD