Malt Resistance

Narrating the Rise and Fall of Single Malt Scotch.

Tuesday, April 12, 2005

Just found out that Macallan is a Franchise

I found another gem, this time in msn's web site. A Jon Bonee reports about the Macallan's lauching of the Fine Oak, and the marketing rationale behind it. More truth in this small modest piece than in a lifetime subscription at Malt Advocate Magazine... Check it out. [My comments in brackets.]

“There was a lot of soul searching,” says Mark Izatt, brand manager of single malt whiskeys[sic] for Remy Amerique, importer of The Macallan, as the whiskey[sic] capitally calls itself. "We're not trying to change the world, but we would like to draw newer drinkers into the Macallan franchise."

[I didn't know that The Macallan was a franchise, just like Coke or McDonalds --stupid me, I thought it was a Single Malt!]

In the past decade, makers of premium brands — BMW comes to mind — have unveiled more downmarket, entry-level offerings that give consumers the pride of a luxury brand without the price.

[Lovely marketing talk here. Quick translation: the Fine Oak is a downmarket version of The Macallan. Thanks for the newsflash. The writers goes on to say that the Macallan is nevertheless a pricey drink --no kidding.]

“We could've gone in the route of new flavor Coke,” Izatt says.

[Love the analogy Izatt! Seriously, I don't really know what this idiot brand manager is trying to say here. Was creating an entirely new Macallan, one part Sherry one part Fine Oak, with no alternative available to consumers a serious option? Considering the reaction of those who can't buy the Sherry Macallan anymore, Izatt's vision would have really been a disaster.]

After four years upholding the renowned Macallan taste profile, it was [Bob Dalgarno's] first opportunity to put his own imprint on a Macallan whiskey[sic].
The whiskey[sic] itself comes from batches that were either sherry-aged but didn't taste like traditional Macallan, or from bourbon-aged casks that otherwise would have been sold off to makers of blends, who prize the Macallan whiskey[sic] as an element in their Scotches. Presumably, Macallan figured it could make more money using its own whiskey[sic] in a new way than simply selling it off. And it should be noted that bourbon casks are less expensive than sherry.

[Ah, well, unlike the Sycophants at Malt Advocate Magazine, at least the folks at msn dot com say it like it is! In short: Macallan wanted to make more money, so Dalgarno, eager to make his mark apparently, decided to feed the public a variation of Macallan that either "didn't tast like Macallan"(!), or was only fit to be sold for blending in the past.]


Blogger natan05 said...

This comment has been removed by a blog administrator.

1:30 PM  
Anonymous Anonymous said...

I didn't know that The Macallan was a franchise, just like Coke or McDonalds --stupid me, I thought it was a Single Malt!
Yeah, it's a rather successful franchise business.

2:49 AM  

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