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Posts Tagged ‘Longmorn’

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Almost as good as much cheaper whiskies.

Chivas Brothers have announced a new, twin-purpose project designed to increase the prices of old bottlings of Longmorn at auction and to generally raise the levels of contempt for their company among Whisky enthusiasts around the world. Using a process of simple Mortlachification, they have taken a step forward in being taken far less seriously.

Miriam Ecoli – Longmorn Brand Strangulation Director at Chivas – said while using a bottle of the new 23 year old to roll some pastry:

“Everyone is always banging on about Diageo Haig Club this, or Diageo Port Ellen prices that, or Diageo is homogenising the flavour of Scotch Whisky and we are like ‘HELLOOOOO’ Glenlivet Founder’s Reserve anyone…? Why are we always getting ignored in the Whisky nerd baiting game. Diageo are three hundred points ahead of us this season and we’ve already launched Glenlivet Cypher and put out a load of really rubbish Scapa. Jeez! What’s a multinational drinks conglomerate got to do to get some Facebook hating action on the go?! I mean, should we just release an age-statement version of A’bunadh, is reverse psychology the answer here…?” 

Each year the major whisky companies compete in an inter-company, points based tournament designed around pissing off Whisky lovers. The points are broken down into various categories:

1 point: Getting a self-righteous Facebook status update from Oliver Kermit about price increases.

5 points: Getting a Whiskysponge article like this one.

10 points: A large and meandering thread in the Malt Maniacs page on Facebook that invariably turns into an argument about NAS and price increases.

20 points: Forcing a noticeable price increase on your previous bottlings at auctions within 2 months of a product re-launch. (aka: Doing a Mortlach)

50 points: Multiple simultaneous meaningless threats of product boycotts from people who barely ever buy them anyway.

100 points: Haig Club

200 points: The Spey Range

300 points: A lacklustre and almost passively aggressive review on Whiskyfun.

500 points: Replacing a long standing core expression with an obviously inferior NAS version.

1000 points: Shitting all over your history by building a fuck-off massive distillery to replace the one that made all your good stuff because you’re a bunch of profit obsessed accountants who couldn’t give a shit about your consumers or your brands. (aka: Doing a Macallan)

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Macallan: The Next Generation. Featuring Michael Dorn as Wort and Brent Spiner as Distillery Data.

Due to this last point and various Highland Park releases Edrington has held an unassailable lead for several years now. Pernod is determined to overtake Diageo in second place before the end of this season though (which ends with each financial year in April).

Miriam Ecoli added:

“This new Longmorn shit should really get us in the game now! How d’you like them apples Diageo!?” 

Someone or other from Diageo said:

“Haig Club Single Cask, bitches!” 

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To celebrate international whisky day, Whiskysponge has managed to secure a rare interview with the drink itself.

Whiskysponge: Hello.

Whisky: ….hi

WS: So…how are you?

W: Ok, I suppose. I’ve been blended a lot lately and left to sit around in Asian warehouses for quite some time which is undeniably testing but there’s not much to be done about that so I probably shouldn’t complain.

WS: Right…

W: What exactly is a ‘whiskysponge’?

WS: Well…I absorb you I suppose.

W: I see. Couldn’t you just drink me like everyone else?

WS: Well I’m a non-human, partially metaphorical construct. And also I don’t have lips.

W: I don’t have lips either and I’m also a partial metaphor.

WS: So are we going to struggle to conduct an interview in the traditional question and response mode?

W: Well let’s find out but can we make it snappy because I’ve got to be nosed and tasted by a significant number of people today so I’m really quite busy.

WS: Yes of course, sorry. Where exactly are you from Mr Whisky?

W: I’m sorry but why do you assume I’m male?

WS: Just the thing to do really; a bit like God I suppose.

W: Well I can assure you that I am a thoroughly genderless liquid.

WS: Right…sorry.

W: And what’s more – despite all this ‘Angel’s Share’ and ‘Devil’s Cask’ pish – I remain thoroughly agnostic. At least until the Pope and Richard Dawkins agree to participate in an unnecessarily violent bar brawl whilst reeking of me to determine the ultimate existence of any deity or higher form of being.

WS: Ok, well I don’t think we need to involve a third potentially metaphorical construct, certainly not one as flamboyant as God at any rate. So, where are you from ‘Whisky’ ?

W: I’m from Scotland, Ireland, Japan and most of North America but I also have a little Indian, French, Swedish, German and Australian in me. Not to mention a family tree that stretches quite far back to ancient Chinese, Persian and Egyptian cultures. Although, I was a different sort of character in those days mind you. All fireworks, eye shadow and surprisingly few parts per million phenol.

WS: How would you define yourself these days then?

W: Well ever since I graduated from 13th century monastic brewing culture I suppose I just sort of stumbled into being a malt based distillate. I used to be all about clarity and herbal infusions and providing methanol-induced infertility – but since I got into wood ageing I’ve never really looked back.

WS: Is there a particular age you enjoy being bottled at?

W: To be honest I don’t really have a preference. It all depends on what kind of mood I’m in. Sometimes I just feel like I’m five years old and I want to run about the place being totally off my tits on wood sugars, being lively as fuck and bouncing off the walls. But then there are more melancholy or pondersome days where I would really just rather lounge about from the ages of twenty to forty and be kind of relaxed and mysterious. Usually I’m quite happy to just flop along in a slightly adolescent ‘hands in the pockets’ ‘I’m off to develop an obnoxious taste in music’ teenage fashion.

WS: And what about when you’re bottled without an age?

W: Do you mean when I’m ‘NAS’?

WS: Yes.

W: Well – now I know people are getting their knickers in a twist over this lately – here’s the thing. I’ve actually been bottled as NAS for well over a century now. Even if you put blending aside – that’s another thing, I really don’t like it when I’m forced to share a room with my rather uncouth sibling Grain. But I digress, even just as a single malt I was bottled without an age statement ever since people stopped guzzling me direct from wooden transport casks in Victorian ale houses. I don’t really mind being vatted together and bottled as NAS, it can be a bit of a mind-tangling girofuck at times but it’s generally ok in principle. It’s just that there’s a rather disconcerting trend of giving me silly names and ever sillier price tags all the while hiding any real information about what I really am. Do you ever have those days where you just feel like you’re loosing your identity a little bit? It would drive me to drink but what does an alcohol do to drown its sorrows I ask you?

WS: I’m not sure there’s an answer to that. Is that what makes you such a caustic and edgy sort of character then?

W: Well, having said all that I suppose what irks me most is the things I’m forced to wear nowadays. I used to be kind of left to my own devices in some lovely, rather tasteful little refill hogsheads but now its all ‘vanilla’ this and ‘coconut’ that and ‘extra matured’. I hate vanilla, it really is such a vulgar flavour and yet that’s all they ever seem to dress me up in these days. Sometimes I just look in the mirror and I’m like’ give me some fucking minerals Goddamn it!” And I’m forever being evicted, just when you get comfy and settled in onc cask some burly men come and upend you into some horrid and completely overactive new cask. I barely ever have time to pack up my hemicellulose from my old cask.

WS: Do you want a tissue?

W: No. Why?

WS: Well it’s just that you’re crying?

W: Metaphors don’t cry!

WS: Right, of course, sorry. Where do you see yourself in ten years time?

W: In ten years time? Well, it’s hard to say, it really depends on what my commitments are abroad. Apparently they’re having some sort of issues with me when I’m blended where there’s rather a lot of me and sales are ‘stagnant’. If that keeps rumbling along I suppose things could get more relaxed for me when I’m in my native malty format. I’d quite like that to be honest, and my sibling Grain is managing to keep itself pre-occupied these days, hanging out with David Beckham all the time. If things kick off again though then it could all go tits up and I’ll just spend all my time being made in only four different distilleries by 2040.

WS: You mention your sibling Grain, has there been a long history of sibling rivalry between you?

W: No not at all. For a long time Grain and I were really just there to be blended for mass market consumption. Not an ideal situation but that’s just the way things evolved – bloody capitalism! It’s only recently that Grain has been getting all up in my face and being like “Look who’s the big important grain based alcohol now! I’m getting bottled as single cask and everyone loves me.” And I’m totally like “Whatever, they only pretend to love you because they can’t afford me anymore darling!”

WS: Do you have a favourite distillery to be made at?

W: Well I’ve never really enjoyed the distillation process at Mortlach or Springbank, it always feels like I’ve been on a particularly boke-inducing roller coaster going through all those half-distilliation bits and pieces. And don’t get me started on Glenmorangie, it’s basically a very very long uphill hike, the view at the top is undeniably pleasant but you’re only there for a few seconds and then BOOM you’re condensed again. I don’t mind being Clynelish but I’m not sure the wax is really good for my hair.

WS: Can partial metaphorical constructs have hair?

W: I like to think I have hair.

WS: Ok….but any distilleries you actually enjoy…?

W: Hmmmm, I used to very much enjoy being Laphroaig and Bowmore back in the 60s. Short stills, no rush, and so much tropical fruit I was getting well over my five a day at the time. I also always used to have a soft spot for being Speyside because I could sneak off and have a nap. It was great until someone ruined it with Michael Owen. Now I have to go and be Loch Lomond whenever I don’t want to be noticed or disturbed.

WS: What is your relationship like with other spirits?

W: Well when I’m young I don’t really get on well with any of them, although as I get older and wiser I suppose that I get closer to Rum and Brandy and we tend to get on a lot better together. Don’t get me started on that trashy slut Vodka though, and I can’t understand a word that Tequila says. I have always had a secret youthful soft spot for Mezcal but it is eccentric to say the least.

WS: What about wine?

W: It’s a tricky one. Sometimes I have to share a cask with that poncey bitch and it really is the roommate from hell but at other times there’s a grudging respect for one another. The best of times is where someone consumes a large amount of both of us over one night. We kick up a right storm then, it’s undeniably hilarious.

WS: How do you like to relax on your time off?

W: Oh, a nice big refill european oak butt with plenty of leg room, a quiet coastal dunnage warehouse and the chance to just catch a few decades of me time.

WS: What advice would you give to people interested in getting into you?

W: I’m a chilled out kind of drink, no need to be afraid of me or treat me with too much reverence. I enjoy a laugh as much as the next grain based, wood aged distillate. Sure I can be a complex character at times but I’m easy going and open, and if you take the time to get to know me we can have a lot of fun together over the years. Just remember not to take me too seriously.

WS: Nice.

W: Well that’s what it says on my Tinder profile anyway. Took me fucking ages to think that line up!

WS: Any luck with Tinder so far?

W: Mmmm, not really. Got a match the other day but I told them the story about how Jim Murray once had sex with some brazillian half-wit over a cask of me in a warehouse and I haven’t heard from them since.

WS: I’m sure you’ll find someone sooner or later. Maybe just don’t lead with that story next time.

W: I’ll bear it in mind.

WS: So what’s next for you Whisky and how will you be celebrating your international day?

W: I’ve got a busy year – particularly on Islay where I’ve got to be a bewildering amount of special Ardbeg and Laphroaig in a couple of months, I’ll have to work on my peatiness for that and probably go to the gym as well. Other than that just the usual crazy running around doing lots of day to day being whisky stuff and a few special events where I’ve got to be lots of older bottlings at nerdfests. Did you know that once a year in Limburg a load of Germans wear me round their necks in little tasting glasses on string? I mean it’s all well and good being a lovely old 1965 Longmorn but I have to dangle between a pair of sweaty German man boobs for hours on end. It’s a tough metaphorical existence sometimes I tell you!

WS: Ok. And what about International Whisky Day?

W: Well it’s all undeniably very flattering, it’s so nice to get all that attention and be enjoyed by so many people.

WS: What about your memories of Michael Jackson?

W: It was always a pleasure to be tasted by Michael, he really got me. Not to mention the fact that he was a great friend to my cousin Beer, especially when it was going through a period of time when it really had very few friends.

WS: Anything else you’d like to add?

W: Not really, I think we pretty much covered everything.

WS: Great, thanks for taking time to speak to Whiskysponge.

W: My pleasure.

 

Merry International Whisky Day from Whiskysponge. Xxx

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Today Whiskysponge is pleased to offer an exclusive guide to whisky investment by Jasper Clementine, the beloved Brora hoarder, convicted moustache nurturer and writer of award-repelling personal online whisky stream of consciousness: whiskybling.com.

Jasper as a young pineapple at Umbongo University.

Jasper as a young pineapple at Umbongo University in 1978.

Wow. Thanks to Whiskysponge for such a great opportunity to write something I had always been meaning to witter on about on whiskybling but just never found time and also the general crappyness of the website is an obvious hinderance which really says long. Anyway (cut to the chase Jasper!) here is my kind of crappy guide to whisky investment which I’m sure someone who is a professional and not just some total amateur such as yours truly will really be able to come along and do a much better job of (Japer it’s really time to leave that poor bush alone). Here we go…

Jasper’s Guide To Whisky Investment

Step 1… First thing you need to do is get interested in whisky in about 1998.

Step 2… Be intelligent.

Step 3… Start two internationally successful marketing companies in the early 1990s.

Step 4… Buy a lot of bottles of Brora, Clynelish, Lagavulin, Bowmore, Talisker, Laphroaig, Caol Ila, Port Ellen, some Macallan, many old blends such as Mackies and White Horse, some Longmorn, Highland Park and numerous other excellent Speysiders and Islays.

Step 5… Put them in an underground bunker next to some old Joni Mitchell CDs, a Ducatti, a VHS of Frank Zappa in concert from 1974 and more broken watches than is strictly necessary.

Step 6… Hide everything amongst about 3800 half empty sample bottles.

Step 7… Avoid inviting Scottish people to any birthdays/bar mitzvahs/funerals/distillation parties/pet funerals/graduation ceremonies/dinner/halloween/fancy dress parties/acid trips/cocktail afternoons/coffee mornings/grouse shoots or wine tastings.

Step 8… Leave to marinade for upwards of a decade and then post photos of yourself drinking them on the Malt Manaics Facebook page until 6000+ whisky geeks crowd fund you to stop torturing them.

Step 8… If further funds required sell the Brora 1972 Rare Malts to engineers looking for fuel capable of breaking the land speed record.

Alternatively you can sell everything at auction. Here are my latest notes on selling bottles at auction.

At first you find small bids on bottles with a big emphasis on the peat such as Lagavulin, Laphroaig, Ardbeg and Talisker but there can also be surprises in the form of Ledaig and after a while even some Mezcal. The whole is very gripping and engaging right from the start where prices really start to open up and rise once you give it some time. Zzzz zzzz zzzzz… right where are we? Wow! The Highland Park and the old Glen Garioch have really exploded with some very clear top bids. Quite incredible the way it holds your attention. Lets add some job lots…. with job lots you have all kinds of prices really starting to make the whole kind of complex and difficult to follow. It really starts to diversify in quite a bizarre but captivating way. We like mucho this style of auction at Whiskybling towers.

In the mid-auction straight away you have the impression with this amount of time that the Cognacs, Rums and Whiskies are really beginning to converge which can really happen with these spirits if they are given sufficient time in auction I find. You really get similarities between them becoming quite apparent. Now out of nowhere BAM: aged Tequila, just coming through in small bids here and there, totally unexpected. But overall it is the peaters that you really get the feeling are finally beginning to dominate, all these big bids on aged Port Ellen, vintage Laphroaig, rare Brora; it’s really quite a showstopper towards the finish.

The finish is now really long – there are STILL people bidding – it really fades and fades quite beautifully…especially as it is my bottles that are being sold. Quite astonishing in the finish really. All these little fluttering bids of Longmorn, Strathisla, old herbal liqueurs, aged Pinot Noir and even something of Gentian eau de vie. Finally wet dogs (I’m sorry Pongo, we didn’t mean to sell you).

Winnings: 98/100 bottles sold!

 

 

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