Oh, indeed we are: only now, as our focus is economy not autonomy, we are embracing the fact and using it as a marketing concept. Nothing if not ingenious, us whisky lot!
The unique and unusual marketing concepts kept as closely guarded secrets by the teams sometimes turn out to be more mainstream and ubiquitous than expected….By that I mean, everyone but everyone has the same theme at the same time.
First up we have The Lost Bottlings Series from http://www.masterofmalt.com/the-lost-bottlings/
The series consists of 6 bottles ranging from a 22 year old Ledaig to a 35 year old Balblair. These whiskies were distilled in the 60′s & 70′s and bottled in 2002, so quite where the original unsold bottled whisky was moldering for the last 10 years or so is a mystery. Is this the authentic LOST concept? The blurb tells us the whisky slept within ‘old-school maturations’. Does ‘old-school maturations’ mean that in the 60′s & 70′s there was a lot of whisky stored in bad wood, so a good whisky could easily be a hit or a miss affair.
Or, that many samples were taken from the casks by the warehouse men dipping perfectly sized salad cream bottles tied with string then suspending them down their trouser leg? so, there was bugger all left in the casks when they were eventually opened (these thirsty Angels!) We are also told these (bottles) come from a ‘time before recent industry trends’ ~ yet luckily, they are bang ON trend & coming right on time for the new LOST marketing push for Father’s Christmas.
Also, we have the uniquely concepted Retro Labels Series from http://blog.thewhiskyexchange.com/2014/10/twe-whisky-show-special-bottlings/
They are perhaps out front in this individually unique theme having done their Retro Labels for a wee while now. Luckily, due to having bottles still unsold from last years Whisky Exchange Show they cannily sell them to punters to review again RETROspectively this year ~ http://maltfascination.com/2014/11/06/linkwood-16yo-48-the-whisky-exchange-retro-series/
Perhaps the most fiendishly clever marketing concept of all these Lost & Retro and Hidden Whiskies comes from The Lost Distillery company ~ http://www.lost-distillery.com/pages/the-lost-distillery-company-whisky
They make contemporary whisky the time honoured contemporary way, yet, when we drink wearing our http://www.andersen.sdu.dk/vaerk/hersholt/TheEmperorsNewClothes_e.html we taste whisky that has been lost for generations, yet no one in living or any other memory knows the taste of….
We must not confuse the former with the Lost Distilleries Bottlings ~ http://www.masterofmalt.com/the-lost-distilleries/
where we can drink from distilleries no longer in production ~ but as whisky making is a doing activity and life keeps moving and changing, whisky making will continue expanding and contracting forever and ever, Amen. Does anyone ever wonder if old Port Ellen would taste so good if it were still in production….? a LOST whisky is always an expensive one…..
Last, but not least is the one of a kind, Compass Box’s unique The Lost Blend ~ http://www.compassboxwhisky.com/lost-blend.php Which is a second edition of their Eleuthera whisky which may or may not be made differently due to being unable to source the drams used in the original. There are 12,018 bottles available to purchase and after these are done, they are done. And, this is uniquely like all other releases or editions or concepts or bottlings ~ lost or not.
Believe it or not, I am uniquely attracted to this individual, adventurous idea of lost distilleries and lost whisky and LOST men ~ http://www.nerve.com/entertainment/2010/05/18/the-men-of-lost (especially when they are Scottish)
The antidote to which will be to bring out a new individual, unique, old/new range of FOUND whiskies ~ hopefully with a treasure map ~ now, that would leave us LOST for words!