For anyone who’s entered the single malt whisky scene in recent years, the choice and array of bottlings, brands and releases can be overwhelming. Almost 30 years ago now, the situation was very different when Diageo launched “The Classic Malts” – first into travel retail in 1988, and then into the domestic market in 1989. Those six whiskies (Glenkinchie, Cragganmore, Oban, Dalwhinnie, Talisker, and Lagavulin) became the vehicle through which hundreds of thousands of people were introduced to malt whisky. For close to a decade they were almost the definitive collection and – notwithstanding the omnipresence of the likes of Glenfiddich and Glenlivet – it was only by the late 1990’s that other brands and recognisable labels started to consistently appear in regular retail outlets.
Never one to rest on their laurels, Diageo continued (and continues) to expand their range. The so-called Rare Malts range ran from 1995-2005, and the Managers Choice range also kept hardcore fans happy with its single cask, cask-strength releases. The original Classic Malts range was also expanded in 2006, adding the likes of Clynelish and Caol Ila, in addition to others that were custom selected for individual markets (e.g. Cardhu for the USA).
One of the longer-term and more interesting projects has been the Diageo Special Releases range, consisting of a specially selected and crafted series of bottlings released annually each year since 2001. As the name inherently suggests, the releases are “special” and typically include Diageo’s rarest stock, such as whiskies from closed distilleries – Port Ellen, Brora, and Cambus being three examples.
With multi-tasking all the rage these days, this piece combines two distinct happenings involving Ardbeg. The second of these relates to Kelpie, this year’s new release to coincide with Ardbeg Day. But before we try and conquer that wee beastie, have you heard of Ardbeg Untamed?
The last three decades have seen the distilleries and the whisky brands take ever increasing and impressive steps to bring us into their sanctums. Once upon a time, importers and distributors simply held a tasting event and poured out their whiskies for the punters to taste. Then came the brand ambassadors, who did more-or-less the same thing, except with the assistance of slide shows, which then morphed into the “multi-media presentations”. With the advent of live webcams, distilleries took us into their production areas and you could get a sneak peek into the workings of a distillery without having to leave your own home.
So, short of hopping on a plane and making your way directly to Scotland, what was the next step and development for distilleries to bring us ever closer to their heart? The answer is Virtual Reality. Ardbeg Untamed is one such undertaking. Courtesy of VR, Ardbeg has launched a series of visual experiences that take you across the water to Ardbeg and through the distillery. As the fly-through whizzes through the warehouse, you’ll see and hear Mickey Heads, distillery manager, talking to the lads as they go about their daily routine.
Given that so much about a distillery is now available online in the form of pictures and virtual tours that you can enjoy whilst sitting at your desktop, the VR experience is pretty special and certainly adds both a layer of realism and a tangible feeling of being within the space. Surely this is as close as you can get to Islay without actually being there.