What do we mean when we talk about genuine scarcity?
"Genuine Scarcity is about honesty and authenticity in how you communicate to the consumer. Scottish Whisky has always been based on authenticity, and we are very proud of our history and heritage. All too often, across many industries, we see limited editions which are actually very easy to come by, and limited editions which over time become part of a core range. The risk here is that the consumer feels their discovery has been devalued. In the case of connoisseur whisky drinkers and collectors who put a lot of time and effort into researching the whisky that will become a new prized possession to regale family and friends, their prize for all this time and energy is to own something that is a snapshot in time from a distillery. If that whisky were to become part of a large run, they lose that pride in the item they so painstakingly researched.
So, for me, and for The Glenturret, genuine scarcity is about being honest with the consumer and the numbers of bottles we will have in a release, then when they're gone, they're gone."