From your perspective, how does this release resonate with The Glenturret touchstones of provenance, prowess, and passion?
I think the discovery of those three words, provenance, prowess, and passion has probably been the most significant discovery in The Glenturret’s rebrand. What they say to us is exactly how we have always felt about the brand but have never been able to quantify.
The provenance is something we’re incredibly proud of. The new range further builds on that provenance, we talk about our history a lot on site, especially in the whisky making. We talk to Bob and each other about stories in our history, we take inspiration from those stories, and we build them into the liquid itself.
Prowess, as I said, we are becoming stronger and stronger as a team. If you look at any of the high performing teams in the world they get better and better the more they work together. They become slicker; everyone understands their roles, everyone understands how they fit into the machine and Glenturret is a high performing team like that of F1 or Michelin star restaurants and this team is getting stronger and stronger with every year that goes past. So, the prowess is getting more prominent in something that we recognise in ourselves.
Finally, Passion is abundant in Glenturret and overspills sometimes, people love the bricks of this place and that will never leave.
Do you have a favourite from the range?
The Glenturret range is often described like a family, they all have something in common, whilst maintaining their own personalities. Each product in our range offers you something different and I find I often reach for one of them dependant on the occasion and sometimes my mood. The Triple Wood is my go-to dram for a social occasion like a BBQ, its smooth easy drinking style is perfect for social occasions. 12 Years Old would be the dram I’m most likely to give to someone that visits me, sipping a dram with a friend and having a good catch up is the occasion where 12 really impresses.
15 Years Old is one I have enjoyed when I need something to stand up to other powerful flavour profiles, such as an occasional cigar or an aperitif after a great meal.
25 and 30 Years Old all have their moments too, but I tend to ‘bring out the big guns’ just for special occasions or perhaps if I’m trying to impress my father-in-law!
I am not traditionally a peated whisky fan, however I have to say that our distillery manager Ian has been educating me the dark arts of peated whisky drinking and this year’s release is glorious, the sweetness that comes from the Glenturret’s inherent character works well with the light floral peat smoke method they used; it’s the dram this year I am really excited about.
Is there anything else you think is key to mention about the range?
If you have a question about The Glenturret, ask and we will tell you. We want to be honest with the consumers, we want them to feel close to us, we want them to feel that they understand what’s going on here at the distillery, so they’re better connected to our products and better understand it.
We genuinely are scarce, we’re not pretending. The Glenturret will never have huge volumes of whisky out there but what we want to do is produce whiskies that we’re proud of every single time so that means we’re not going to churn out high volumes of whisky but when we do put a whisky out there that means it’s completely won over the entire team. Should one member of our team be less that satisfied with a particular sample, Bob will go back and work on it, it has to be a completely unified answer that we are all really proud of these whiskies we’re presenting, or they don’t leave the door, but off course bobs word is final.
I really hope the consumer understands what they get from our quality of liquid, an eternal quest to always be better, to find improvements, as Bob puts it ‘chasing excellence’
We’re passionate about the whisky so we do these things because we love what we do and I really hope that as we continue to develop our brand story and communicate with our consumers that’s the one thing that they take away from that, that they know that we’re doing this with Passion.
Discover the 2021 Release