Glenmorangie is rebranding much of its line of whiskies, changing the bottle style, and renaming the wood-finished lines.
The company is also replacing its Wood Finish expressions with the Glenmorangie Extra Matured range of three single malts with Gaelic-inspired names -- Lasanta, Quinta Ruban and Nectar d'Or -- aged for 10 years in Bourbon casks and then additionally matured in either Sherry, Port or French Sauternes barrels. The Glenmorangie 18-year-old and 25-year-old whiskies will also be re-launched with their own bespoke identities, the company said.Apparently Quinta Ruban is easier to remember than "port" (or whichever one it is).
I was just speaking with a bartender yesterday about how obfusicating product information really turns off bartenders and consumers. In particular he was annoyed with US bourbon and French vodka companies who try to hide where, when, and from what the products were distilled. He said he's now trying to avoid a certain corporation's products because he thinks their being ultra-tight-lipped is akin to dishonesty.
There is an increasing trend toward consumer education in the booze industry, with brand tasting parties, bar education programs, and advanced coursework and training for bartenders. People are really curious about what they're drinking and always want to know more. I know I am (note the domain name) and I've made a career out of finding out stuff about booze and sharing it.
On the other hand, look at vodka. Sales continue to rise despite increasing negative attitudes from media, bartenders, and amazingly even brand people. Three times over the past month I've heard well-known bartenders, consultants, and even a vodka marketing bigwig say "There's no real difference in vodkas." The media barely reports on it, bartenders in better cocktail lounges have dropped it from the menu or limited their selection to just a few brands, and at industry events vodka is openly mocked as a product for suckers. And we've all been chanting "gin will be big" for years and it just hasn't happened.
So who knows, perhaps the Glenmorangie marketing people are making a smart decision, and those of us who care about what's in the bottle are too dumb to see it.