I was “short-termed” invited to a master-tasting of Dewars. The global brand ambassador featured the products, with a lot of “consumer - information”.

The actual disgrace was the “blind-tasting”. There were 5 glasses filled with Scotch on the place. The first was Dewars White Label - the next Johnnie Walker Red Label.

This following were three other whiskies. At the end we “learned” that first was Johnnie Walker black label, then Chivas Regal 12 years old; the last was Dewars 12 years.

The problem: the “fraud” was more than the normal unconscious influencing in those event. First of all were the Dewars a 43% version, but the others 40% (that mentioned the brand ambassador shortly); but more important: the nosing glasses with Dewars were much fuller!

And the guy asked the participants to dilute with water.

The volume difference was at least 40%.

That makes the guys from the industry so unfavorable! Incidents like that, don’t build trust!
Just nobody but me, recognized, that this was a major trick to make their own product “better” then these of the competitors...

But there was also something positive in the tasting: they introduced the new Dewars Signature. Composed with some old malts like 40 years old Aberfeldy, this Scotch is an exciting new entry into the super premium Scotch market!

Featured in a polished cherry wood box, in a unique and beautiful designed bottle this ships for a premium price in very limited quantities!

And I was surprised, that the Signature still has a lot of character; on my tongue, this Scotch performs much better than the super premium Chivas Regal 25 years old!

So MMi has just drop a sample bottle into the bar, that I have something to play around with!

The price could be quite interesting and competitive, too! There are rumors, that it will be on the same price level, as Blue Label or Royal Salute; actually that would be the catch...