A 'backbencher' is a Member of Parliament who is outside the inner sanctum of the government's decision making Cabinet, and is consequently seated on the rear benches of The House of Commons. By nature a maverick, it is the free spirited back bencher, oblivious of the restrictions of the Party Whip, who is able to speak his mind. Winston Churchill, a famous backbencher for some time, exerted considerable influence – without being a part of the government of the day. Here we discuss topics of interest, and you have your chance to contribute to the subject.
The Cardhu Fall Out
DEFINITIONS OF CATEGORIES OF SCOTCH WHISKY
When One is Two
Diageo,
the giant multinational company that dominates the whisky industry is
deliberately trying to confuse the consumer, to pull the wool over their eyes.
The company has changed the composition of their Speyside single malt whisky
called Cardhu. It is no longer a single malt, but a mix of several malts form
various Diageo Distilleries. The term for this already exists, it is 'vatted
malt'.
But
they are still selling it under the same name, with the same presentation, but
changing only part of the labelling to "pure" malt, instead of "single" malt.
Pure malt sounds better than 'vatted malt. And they are selling both types of
Cardhu at the same time.
Will they do the same thing with Lagavulin I wonder, which is also in short
supply owing to insufficient stocks layed down when the Classic Six range was
launched in 1988?
The term ‘Pure’ should be banned by the hopelessly biased Scotch Whisky
Association (SWA) as being deliberately confusing to the consumer. Pure, in this
usage does not mean 'clean' or 'natural', but ‘simply' or 'only’. A
deliberate attempt to confuse poor Johnny Foreigner? Vatted malt is actually
what it is, and this should appear on the label. Both the vatted and the Single
malt types of Cardhu should not be allowed to share the same presentation -
they should have demonstrably different identities. The word 'Vatted' should
have a legal enforced size of lettering. But the spineless SWA (funded
predominantly by Diageo) have acknowledged to the author in person that they
have no view on this subject - the very body that is supposed to regulate the
industry!
What
a sad day for the very integrity of the distillery and it’s malt.
Diageo, who own almost half of all single malt distilleries and have market
capitalisation of 28 Billion pounds (and control the SWA) says it had been
forced to make the change because it is running out of Cardhu. "We should be
celebrating success but we just don't have the stocks, so we are going down this
route of introducing - in selected markets - Cardhu which is Cardhu Pure Malt,
which is an accepted practice within the industry." Yeah, right.
1st Point of Order
I couldn't agree more with the point. "Pure malt" doesn't have the clarity that is needed on the label to avoid future consumers being conned. Although given the publicity (negative) this has got in the UK, it will overseas that suffers. Cardhu is no more than an hour from here and you do here the change being discussed over the odd glass or two.
First thing this morning I'll check my own stock at my shop and see what I've been given Single or Pure Malt Haven't noticed anything different so far, but then again, that is what they're trying to achieve ! I'll let you know what the state of affairs is here in Holland Lowie
Clearly, a case of rather deceptive marketing. Not uncommon, but I wonder if the UK consumer protection agencies (if there is such a thing; I'm Swedish) ought to be interested in this issue. The consumer and perhaps especially, as pointed out, the overseas consumer who does not know the intricacies of whisky lingo, run a considerable risk of being fooled into believing that the new bottle of Cardhu is the same as last year's, which it probably will not be? It would be positively correct in all ways to differentiate single malt from vatted malt and blends, thus getting rid of the strange bird "pure". Isn't all whisky of good quality "pure"?
But especially pure will it be only if it is unvatted (!) single cask, non-chillfiltered, cask strength malt whisky. Such as the Port Charlotte I have waiting in one of the distillery's warehouses... But I suppose that is too radical an opinion in order to have the industry survive. And without at least most of the blends sold as whisky, there might not be too many affordable malts to get. Which would be a shame.
/ Par
We had a wee tasting of Cardhu single against Cardhu "Vat 69 and a half" vatted special with some friends in Malaga at the weekend - The overall decision was that the product was different from the single and got pass marks from the assembled crowd . When i explained to the boys about the difference , they couldn't believe it - all of these guys are in the target market of Cardhu and nonr of them can recall seeing any adverts telling them about the change. As my mate Pepe the postman said , "The bottle is the same and the label is the same , you're not telling me they've changed what's inside.!" All of these guys remember the ads from previous years telling them about single malts and now that they understand the concept , they think they're being conned
We managed to do another tasting with another single , the day after and after reassurances that this company was not likely to change what was in the bottle , it seems that most of these guys will be changeing brands this Xmas
Cheers for now
Best of luck with the new page
Malagalhaddie
Serves the Diageo people right that they will suffer some losses due to doubtful marketing. Mind you, I do not doubt that the Cardhu vatted malt can be just fine (if perhaps a bit bland), but only in its own right. It is not a single anymore and thus should decidedly not carry the same price tag. Which I believe has NOT changed, however. It was quite a few years ago I last had some Cardhu and it was a very polite malt at the time, which made little impression on me. But it would be interesting to try "spot the difference" between the new and the old even if neither is exciting as such.
Just as it was interesting to try the new and the old 'Laddie at 10 yr old, when the new bottling appeared. No doubt that this was an improvement, however...especially with the non-chillfiltering and the freshness that really strikes you out of the bottle, as compared to the old and rather more restrained and softish bottling of what was a good malt but which is now great. (Don't blush - it's actually quite true.)
/ Par
Wow! This is complicated - the difference between single casks, single malts, vatted malts and blended whiskies is enough to bamboozle anyone except the experts.
Can the Laddie experts explain this to us mere mortals? I assume that Laddie 10 year old is a blend of casks at least 10 years in maturing put together to get some degree of consistency for the market. If each bottle of 10 y.o. came from a single cask, there would be a tremendous variation in flavour due to the individual casks' characteristics. So blending is essential to ensure that the next bottle of 10 y.o. I buy is as excellent as the last one!
Is it a crime to use malts from different distilleries rather than just from different casks in order to maintain consistency of flavour and character (providing, of course that they do) and if their distilleries are all high-tech computerised affairs, who cares? You can't make a silk purse from a sow's ear no matter how many different sows' ears you use.
To my mind, the only contentious issue is the labelling and presentation but do we really want a 14,000 page directive from the European Union on the labelling of Scotch whisky?
In my view, the answer is simple: forget Cardhu and stick to Bruichladdich, the best whisky on Islay so by default, the best whisky in the world.
Colin Sykes, Pickering, North Yorkshire.
What a ripoff! Diageo are at it again. They obviously believe that over the years "Wagon Wheels" haven't shrunk in size either. I wonder what the ASA think of their actions in changing an established brand like Cardhu, or are they exempt because they haven't advertised it? Still when people find out and stop buying it, they won't have any problems with suplly - they'll have too much of it!
Still more power to our elbow, stick to something really pure - Bruichladdich. You know what your drinking then!
Richard & Jane wilson, Kettering.
For the moment I live in spain studing in Madrid and here Cardhu is considered "the number one whiskey" but I hardly belive that "Señor Jimenez" understands the difference between pure and single. A uggly way of doing business!! What will happen next?
Niklas
Yes,
Colin, it is definitely necessary to blend or vat together a number of casks in order to obtain the same character as the 10 y.o. of, say, last year. Provided of course that this is what you want. In the case of the 'Laddie 10 y.o. this would most likely be the case, since it is indeed very good and quite singular. But if you take the example of my old favourite, Talisker, Diageo has been at it once again, I believe. Like Laphroaig has done, the attack and signature peaty pepperiness of Talisker has been keyed down. This has no doubt been done in order to appeal to a wider range of consumers and the change from the dark green bottle to a clear one was, I assume, another step in the same direction. I want a non-chillfiltered, non-coloured, cask strength version of Talisker so I can again have what I once found so fantastic!
The people at the 'Laddie and other small, independent distillers (you all know who they are) are doing a tremendous job of offering a more intense, if not always better (big can do wonders, too), experience for the consumer ranks.
So, the blending/vatting of single malts is essential, especially when selling to others than the enthusiasts. And I have nothing against vatted malts either, they can be fine. But they are rarely as interesting as single malts, simply because they never where intended to be and never can be! But they can be great drinking whiskies nevertheless. My concern is that by using the brand name Cardhu, many customers will be fooled as to the contents of the bottle. And I also believe that it is unfair to charge the same price for a vatted malt Cardhu as for the previous single malt Cardhu (or Cardow). A vatted malt does not seem like a premium product to me and therefore it should carry a lesser price tag?
/ Par
The relevance of "pure" or "vatted" is really core to the success of your malt and distillery. Business and expression of quality core values rarely are entertwined. For us few the quality of the malt underpinned by the values of the distillers is what draws us here. Cardhu will fall to the side of the "Pizza Hut" of malt, sooner rather than later. The Kansas Laddie
Nice comparison that, "the Pizza Hut of malt". I like it. Mind you, from a business point of view, I would say that Pizza Hut has an enormous turnover when compared to "Chez Pierre" or whatever good restaurant one wants to set the standard for the rest. And probably larger profits as well. But rather less passion for the product and the experience of the customer. There is no doubt what is to be preferred, although we have to accept that there needs to be bulk sales as well as artisan crafted, top quality malts on the market. / Par
Looks like The spinless SWA might be cornered. This report appeared in Just Drinks:
The Scotch Whisky Association (SWA) looks to have turned against Diageo in the long-running row over Cardhu, according to The Scotsman. The newspaper quotes a SWA memo it has seen as saying the association wants Diageo to stop selling the whisky which has changed from a ‘single’ to a ‘pure’ malt.
The move will leave Diageo isolated in the indsutry on the matter. Previously, the SWA had remained impartial as the disagreement between Diageo and its rivals has intensified.
Diageo’s replacement of the single malt with a pure malt in a bottle of the same style and with only a slight change in name has rocked the industry, even being discussed in the UK Parliament.
The Scotsman quotes the SWA memo as saying that “the use of a whisky not wholly produced in the Cardhu Distillery is illegal.” The memo continues: “The only wholly satisfactory solution is withdrawal of the Cardhu Pure Malt product.”
Diageo's opponents are concerned that drinkers may be deceived by the change in the make-up of the brand, which will in turn devalue the malt industry.
From the articles in the Scotsman, it would appear as if it would be just a matter of time before Diageo has to make amends. Hopefully they will see that this story has given them a load of badwill already, so they understand that fighting it through will only make it even worse for them. And my feeling is still that the move does cause confusion with most customers, which is enough reason to ban this kind of action, regardless of any quality issues or the likes thereof. / Par
We have finally been able to dry our tears of mirth having just read the 27 Sept. article in the "Scotsman". This was our first introduction to Bruichladdich. Info flow is still slow here in "the colonies". As a result I went out and was able to purchase a bottle of the 15 year old(still with the 2002 barrel offer inside). While you suggest a touch of mineral water I enjoy mine neat just letting it sit for a moment in the mouth before swallowing. Tonight I will be sharing the rest of the bottle with my dad and five brothers. It won't last very long I fear. This purchase was made in British Columbia but I am returning home to Ontario and will look for product there. I hate the thought of the "Americanization" of whisky marketing but then Cardhu has never been on of my favourites.I'll drink it if offered but have never purchased.Oh if only I had the price of a hogshead... Denis Lee
If Diageo changes Cardhu to a vatted malt, I won't buy it. I suspect plenty of people feel the same. Perhaps we should all express our feelings to the powers that be in Diageo?
Regarding Lagavulin, the fools had best keep their hands off. Only fools would mess with such a great whisky.
As per the "Pure Malt" marketing fabrication, "Pure Malt" is pure garbage, in my humble opinion. That's where Diageo's idea of coining the term to confound their customers should wind up.
I can only hope that Diageo and the other conglomerates will hear the whisky buying public's voice loud and clear, then handle the supply problem in the one best manner: distill more!
Michael J. Perkins Washington, DC USA
In the recent years many distillery (often independent) have put a huge amount of effort and money into developing the "malt" whisky's that the world is very intrigued and proud of. What a huge shame and disappointment it is that a huge conglomerate like diageo have been trying to discredit this hard work for simple monetary gain. Surely such "professionals" should have had the foresight to safeguard future stocks to ensure continuity and value (and profit!) to their customers. Another example of board members trying to pull the wool over, often non-the-wiser, consumers. I only hope that the bad press that Diagio has been getting is recognised in the countries to which it is trying to export. Long live single malts, and long life clarity in all whisky varieties. The consumer should have the ultimate wright to be protected from un-clear and potentially dissappointing labelling.
Out of all the Islay whiskies Bruichladdich has got to be the best!!!!!!!!
Yes I agree "Out of all the Islay whiskies Bruichladdich has got to be the best!!!!!!!!"
But then I would , wouldn't u
The answer is simple - DON'T BUY ANY!!!!!
Hello to the admired Bruichladdich People from the continent. It might make more than one person happy, that due to the turmoil caused by Cardhu pure and single malt, Diageo has now returned purely to single malt. Funny enough, the will stop to deliver to the german market, due to shortage in stock.
As well, no one here should worry too much about "A deliberate attempt to confuse poor Johnny Foreigner?" Luckily, we seem not to be that poor when it comes to single malt whisky and what we understand what true single malt is. The topic was intensely discussed (at least in Germany) also, and everyone was concerned what this policy might lead to in the end. So, temporarily, we might have a happy ending - still, I fear slightly, what Diageo might come up with next. Best regards to Scotland -
Astrid (Germany)
The distillery at Cardhu has changed it's name to Cardow, I don't know if anybody has noticed. Although the whisky trail signs still point, mostly, to Cardhu, the sign on the side of the distillery is Cardow. You can see the marks on the wall below the new sign and make out the word Cardhu.
That should fool everybody, eh?
Well done diablo (sorry, I mean diageo).
Willie Wallace http://www.whisky-tours-scotland.com
I know there are many differences between American English and UK English, but I would also interpret "pure" to mean a non-blend. The main reason why my husband and I avoided Scotch until two years ago was because we didn't like the taste of blended whiskey. My husband and his school friend's favorite is Lagavulin - if they do to it what they've done to Cardu, they're going to lose two dedicated customers that spend a significant amount of money on their scotch.
Is it just me or does this breach trading standards regs? 'Pure malt' means the marketers attempt to convey the image that somehow this is better than having just a single malt or vatted malt to the uninitiated. thus they are misleading.
Anyway, the ones I feel sorry are the Laphroaig folk, having to work for the soulless conglomerate that is 'de ave a go'.
For those who haven't been, go see the Laddie distillery. I've been to a few now and the Laddie's heart beats strongest with passion for its whisky and its customers! Only Ardbeg comes close to it. Don't waste your time on ye imitators. Bruichladdich Rocks!
Glenfiddich is up to the same nonsence with the same label for "Pure" and Single malt...the virus is spreading lock up yer barrels.