A monthly delivery, in pouches
This is an Odds and Ends item since the initiative in question is not possible in Poland – for numerous reasons – but it is interesting enough to get a mention.
A couple of days ago a new, most interesting initiative was launched – albeit somewhat controversial – aiming at popularising Scotch malt whisky. Whisky-me, as the new project by the owners of London-based Black Rock bar is called, is a programme offering its members monthly deliveries of selected whiskies. Straight to the letter box.
Each month, Whisky-me will select a “rare and exclusive” whisky, pour it into 50 ml pouches and mail them to the subscribers. As simple as that. The pouches resemble those that soft drinks, juices and baby meals are sometimes sold in. With a screw cap and all. They make the whole game simple by the fact that they can easily get squeezed through letter boxes, so the addressee does not have to be at home on delivery.
The membership fee has been set between £7 to £7.95 a month. The cheaper option when you pay an annual subscription in advance. The price covers a 50 ml pouch of whisky selected by the Whisky-me tasting panel and all the remaining costs, including postage. In other words, you provide yourself a monthly dram for less than eight quid.
Apart from the general information about whiskies being “hand-picked,” “best,” “representative” and “special,” it is not quite clear yet how the selection will be made, how the organisers are going to ensure supplies of those rare and rather pricey whiskies, not whence – in the case of those really rare – they are going to get enough bottles of, if they want to satisfy the dream of “a perfect dram” of all their subscribers. At the moment of writing, there were 139 active members, which means one monthly batch equals 10 full-size bottles. No problem if your selected dram is a standard Macallan 12yo, more tricky if you go for something more exclusive and elusive.
The whisky pouches is not all that the club members are going to get each month. The package includes detailed tasting notes of what is inside the pouch, information on the production process, the distillery it comes from, as well as access to exclusive online materials.
Irrespective of all the still unclear bits, we are officially hailing the initiative as a most interesting one. And feel sorry we cannot have it at home.
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