While at Whisky Live this year, I got to spend some time talking with Ian Millar, Global Ambassador for Glenfiddich. Ian commented on the evolving state of the scotch category, and where he sees his product in the current cocktail revolution. Following this, I was invited to a tasting of the very tasty, very rare, Glenfiddich Vintage Reserve 1977.
Glenfiddich has long been recognized as a leader within the scotch category, and as whisky continues to enjoy a surge in popularity, Ian feels the company is positioned well as consumers grow increasingly discerning.
With the whisky crowd growing younger, Ian says that the “badge of maturity” earned by enjoying a quality spirit vs. drinking a vodka soda helps to instill a sense of curiosity and pride in young drinkers, whose initial thoughts on whisky can be fiery and harsh.
While categories like gin, who similarly have earned the “grandfather’s drink” type designation are enjoying success through new, hip marketing aimed at attracting a younger crowd, Glenfiddich doesn’t feel the need to re-brand. In fact, Ian says that rather than primarily aiming to increase Glenfiddich’s market share, more effort is being made to increase the value of the brand to consumers.
As global ambassador, that’s where Ian comes in. With the current state of the economy, it’s becoming increasingly common for consumers to remain home to drink, rather than going out to bars. As this happens more and more often, the ambassador’s role changes dramatically. Depending on where in the world his job sends him, Ian’s role on that day can be very different.
In the UK, an already established scotch market, the role of ambassador is focused more on the education and training of bartenders with the Glenfiddich range. Compare that to Japan, a whisky market grown exponentially in the past few years, where Ian’s role focuses more on the end consumer. By educating consumers on the value of a quality scotch, Glenfiddich aims to not only drive sales of their own brand, but to increase the demand for the whole scotch category within the market.
The Glenfiddich Vintage Reserve 1977
Alcohol Content: 54.1% ABV
Size: 750 mL
Price: £375.00 (Approx. $654 CDN) – Sold Out
Unfortunately, one of the masterclasses I attended at Whisky Live ran over time, so I missed out on the tasting of Glenfiddich’s 12, 15, and 18yr old scotch, but in the end, I got to taste something truly unique. Ian brought with him a few bottles of the Glenfiddich Vintage Reserve 1977, to an exclusive crowd of 20 or so eager tasters.
Since 1999, Glenfiddich has bottled at least one “Vintage Reserve” edition of their whisky per year. In 2008, the options were narrowed down to four casks – three filled in 1975, three in 1977, and a panel of some of the world’s most skilled whisky tasters went to work to determine the right fit for that year’s bottling.
How did Glenfiddich determine 2008’s Vintage Reserve bottling was the right fit? Read my post here, and check out a video of their tasting panel in action.
The end choice was Cask No. 4414, an ex-Sherry cask made from European Oak, imparting 33 years of flavour onto the Glenfiddich new make spirit. Unfortunately, I didn’t have a chance to jot down my own tasting notes on this spirit, but here’s what Glenfiddich suggests you’ll find:
Colour
Dark amber
Nose
A rich and complex aroma with deep, sherry notes (raisins, dates, sultanas) and a beautiful oaky sweetness. Addition of a little water releases a vibrant spicy character with hints of vanilla, butterscotch and polished leather.
Palate
A wonderful balance of rich oak notes and sweet, fruity spice. Initially very intense with lots of oak tannin and mouth-coating wood flavour. After a few minutes a subtle vanilla sweetness and gentle fruity character develops (baked apple, rhubarb, ripe pears). The layers of flavour continue to unfold over a very long period meandering from oak to sweet to fruity to spicy and back again.
Finish
Very long and lingering with a warm, sweet afterglow.
Over the course of the past year, as smokey spirits have found a spot close to my heart, my opinions on Scotch have changed dramatically. The spirit that once made we wince, is quickly becoming one of my favourites, and I’m very grateful for the opportunity to taste such a stellar product. Thank you very much to Glenfiddich and Jesson & Company Communications for the opportunity.
Biography – Ian Millar, Glenfiddich Global Ambassador
Ian Millar joined William Grant & Sons Ltd in 1998 as Distilleries Manager for the company’s flagship Glenfiddich and Balvenie Single Malt Scotch Whisky distilleries. Since then, he’s taken on the role of global ambassador for the Glenfiddich range, and spends his time traveling the world, spreading word about the scotch.
With more than 30 years experience in scotch, he is seen as one of the foremost authorities on the spirit worldwide.
Click here to visit the Glenfiddich website.
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