[MM-MALTS-L] Macallan ends "Fine Oak" range of whiskies

[Philip Storry]

Macallan today announced that they are discontinuing their Fine Oak range of whiskies, and beginning an immediate recall on "marketing safety grounds".

A representative of the world-famous distillery explained "We spent decades telling people that sherry casks produce a superior whisky before we released Fine Oak."

The Fine Oak range, matured in ex-bourbon casks, offers a Macallan provides consumers with an opportunity to try a quite different Macallan to the traditional styles.

"I don't know what we were thinking," said the Macallan representative, "we basically threw away years of marketing in favour of a cheap gimmick."

He continued "We had this great story, and just threw it away.  It makes no sense.  I mean, it was so logical and sensible - more expensive casks make better whisky, right?

Bourbon casks are cheaper due to legislation and the economies of scale in the US spirits industry, but Macallan traditionally avoided them as their vanilla taste didn't match their distinctive rich fruity flavour - the product of sherry casks.

"In an industry that has accidentally fallen into the habit of using second-hand casks for cost reasons, it's pure common sense that the more expensive casks are better."
A second Macallan representative interjected - "They're not second hand.  Don't print that.  They're pre-seasoned at source.  Sorry, he's new here."

The second representative continued, "In these troubled financial times, Macallan has decided to follow the lead of politicians like the UK's Gordon Brown - and throw money at the problem.
"We firmly believe that by returning to the basics - selling luxury goods at luxury prices - we can do our bit for the world economy.  Fine Oak just doesn't fit that message, whereas our traditional sherry-only cask strategy does."

All Fine Oak bottles currently on sale are to be recalled and will be put into a special commemorative blend, tentatively named "The Fruitless Grouse".

Industry experts and commentators have welcome the move.

One, speaking anonymously and not for his west-Islay distillery which produces the world's heaviest peated malt, a quadruple-distilled malt, and a wide range of single malts, said:
"Last year we had to apply for EU protection for the sherry cask quality myth, which was a sad thing.  With so many distilleries experimenting with high quality wood - often sourced from America - the sherry myth was on the brink of extinction.  When even Macallan deserted it, it looked like it was goodnight for this stalwart of the industry."
"But with Macallan's renewed support, things are now looking up.  It'll take a while for the population of related misconceptions to recover, but we're hopeful that it will."
Another, who doesn't work for Bruichladdich, agreed:
"Now all we need is for another distillery to step in and rescue the water myth..."