Road to the Drammies: Kevin's Picks

Of course the Road to the Drammies would not be complete without me adding my $0.02, would it?

And to prove that the Drammies really are selected by the Scotch Blog readership, you'll see, once the winners are announced, that I did not completely agree with the voter-ship. Heck, there were some nominees that I think were missed!

Producers, feel free to take my comments and plaster them all over your ads :)

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My ‘picks’ for The Drammies
Kevin Erskine

Best Packaging/Marketing Campaign
Highland Park 18 "Whisky Amnesty" at Glasgow, Whisky Live
I'm a big fan of the Maker's Mark Ambassador program (I'm also a participant), it's simply the best ongoing affinity program in the whisky world today. But the Whisky Amnesty was an inspired marketing stunt, and one that's sure to be copied.

Bang for the Buck
Forty Creek
I love me some Laphroaig, but the QC is slightly too high in price to fit into my personal definition of "Bang for the Buck". I've never met a Glenfarclas I didn't like. Benromach Traditional is damned fine stuff and a great price. Black Bottle is pretty darned good - and the 10 year old (my preferred of the 2) is still a great value (even here in America). And I love Bulleit Bourbon.

But for cost vs. bang, flavor, and whatever other measure you want to apply, Forty Creek walks away with the award (in my book)...

Distiller/Blender/Independent Bottler of the Year
Benriach
Bruichladdich has a special place in my heart, but those Walker boys are doing some fantastic things.

On the IB side I'm torn between the great things Single Malts and DT are putting out, so they both get special mentions...

Most Innovative New Product
Canto Series
You can't say "innovation" and not follow it up with Compass Box. The variations on a theme concept was innovative - and something only a guy like John could conceptualize and pull off.

Best New Product (whisky)
Hedonism Maximus
If you didn't vote for this, then it's only because you didn't try it.
Pssst...John let me know that he will be doing a wider release of this later this year. Get some when it is available and you'll see what I mean.

Stranahan's is my pick for 2nd place. And I think Black Grouse should have been nominated.

Best New Product (Non-whisky)
I'm going to pass on this one as I know 3 of the nominees and want to remain friends. And all of the selections are top notch. I haven't seen the Legend of Laphroaig, but I've heard good things and I'm looking forward to getting my hands on a copy...

Most under-rated-whisky
Sheep Dip
This was a tough one. I love Glenfarclas. But I don't think it's as under-appreciated as Sheep Dip.
Quirky labeling and marketing, and a flavor that anyone will like. Sheep dip is a great product - created and under the watchful eye of Richard Paterson. Fairly-priced. The very definition of accessible whisky. What more could you ask for?

Worst Marketing Campaign
Glenmorangie
All bad in their own way:

• Glenfiddich went WAY too conceptual in an effort to be mass market.
• Canadian Club was a really bad concept which should have been shot down somewhere along the way . . . long before reaching execution.
• Macallan - Ugly perfume bottle says it all. The 50 year old Lalique was at least attractive.
• Johnnie Walker Blue King George V. Brand extension taken to a silly extreme.

But the worst by far was the re-branding and re-packaging of the Glenmorangie line. As if "Glenmorangie" was not already mis-pronounced by most people - they come up with those ridiculous names?

It all seems just like a scam to justify the hikes in price.

And an additional note on the web site - The old web site was terrible and slow. The new one looks like what I imagine an acid trip would be like. . . AND it's slow.

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Next up . . . The actual winners . . .

Comments

[Gwenved]

Actually, I do like the new website from Glenmorangie. You know, these days there's always some 'month' left at the end of the money. So whenever I want to get drunk for free, I just open that website and keep staring for 5 minutes.

[Retailer]

Kev, can you please explain what it is you like about the "Canto Cask" series. I mean Hedonism I get, even Oak Cross might be viewed as groundbreaking but single cask offerings from a whisky blender? I'm confused.

[Kevin Erskine]

Hey Retailer,
The Canto series is not simply an independent bottler releasing a single cask, cask strength.

John took single casks of whisky and further matured them in different casks of high quality French or American Oak, all with different toasting levels.

Each bottling is a variation on a theme - a "Canto".

Then John released the bottles in different places across the world.

That's as innovative as anything I've seen this year!