Glasgow 2
AUCHENTOSHAN® IS RALLYING BARTENDERS TO JOIN ITS GLOBAL COLLECTIVE
THE NEW MALT ORDER
Auchentoshan is on the hunt for the best bartending talent to enter its global cocktail competition
11 May 2018: Auchentoshan® is on a mission to find creative bartenders to join its international bartender collective as it announces the launch of its New Malt Order 2018 competition. Launched in 2016, the New Malt Order is a growing community of like-minded bartenders who share a passion for shaking up the world of single malts.The urban malt from the city of Glasgow, is challenging entrants to create a cocktail that captures the essence of its triple distilled malt whisky and takes inspiration from the bartender’s home city. Successful bartenders will be given the once-in-a-lifetime opportunity to visit the home of Auchentoshan® in Glasgow and become immersed in the city’s culture and create an exclusive liquid with Master Blender, Ron Welsh (pictured below). The winners will go behind the scenes at the distillery and select from casks, blend, bottle and even have their say on the final packaging of this rare and unique single malt.
THE ORIGINAL CITY MALT
This year Auchentoshan® will celebrate its urban heritage and challenge bartenders to capture their city’s unique character in an Auchentoshan cocktail. The competition is now open and bartenders from the UK, Canada, Russia, Australia and Germany are being encouraged to enter via Instagram for a chance to become part of the New Malt Order global collective.
Judged by the best in the business, winners of this once in a lifetime experience will be announced in September.
THE NEW MALT ORDER
Launched in 2016, The New Malt Order is not only a competition but a growing global community of passionate bartenders who are pushing boundaries, breaking rules and taking single malt whisky to new places and new faces.
TWO LIMITED EDITIONS
Bartenders’ Malt 01 | Released July 2017
In 2016, the inaugural 12 bartenders from some of the world’s best bars designed a 47% ABV malt to blend in cocktails such as Bobby Burns, Vieux Carré, and the classic Old Fashioned.
Colour: Gold- copper with subtle grassy reflections
Nose: Dried apricots, milk, chocolate, honey and green tobacco leaf
Palate: Delicate floral cherry blossom and buttery brioche undercut by zesty notes of ginger
Bartenders’ Malt 02 | Released later in 2018
Bartenders’ Malt 02, created by 2017’s cohort of international bartenders, will be released exclusively to the on-trade later this year.
Speaking about the upcoming release, Master Blender Ron Welsh, said: “We’ve created a blend that matches bartenders tastes for mixing cocktails. It’s one of the best Auchentoshan®’s I’ve ever tasted.”
Charles Roche from Scout in London, a member of The New Malt Order: “Being a member of the New Malt Order is amazing. We’ve blended a whisky using our bartending expertise specifically for bartenders. It’s the perfect mix for any whisky based cocktail.”
Marco Di Ciacca, Senior Brand Manager, Edrington-Beam Suntory said: “We are excited and proud to announce Auchentoshan®’s New Malt Order competition for the third consecutive year. We are passionate about seeking the best advocates to represent single malt and champion creative bartending on a global scale. We’re looking forward to witnessing how the entrants capture the essence of their city this year and welcome the winners to the home of Auchentoshan®.”
BECOME PART OF THE NEW MALT ORDER 2018
The competition is now open, all entries need to be submitted by Saturday 30 June.
HOW TO ENTER
Enter on Instagram by posting:
- A photo of a cocktail that embodies your city (no branding or people to be included)
- Tag @theauchentoshan and use #newmaltorder so we can track your entry
- Tag your bar (e.g. @scoutldn)
- Post details of your cocktail’s ingredients and methodology
- Post an outline of your City inspiration behind the cocktail
To find out more and to enter, visit
www.instagram.com/theauchentoshan or www.auchentoshan.com/newmaltorder
YoCo Club Launches Their Service to Make Whisky Accessible to a Discerning Younger Audience
A group of young Scottish entrepreneurs based in Glasgow have launched a monthly whisky subscription club that makes whisky accessible to a discerning younger audience. YoCo Club, the monthly subscription service, delivers a case of two single malt Scotch whiskies to a subscribers door for as little as £27 per month. Each case contains 40cl of whisky, giving subscribers over 12 drams to enjoy every month.
The campaign will go live on Indiegogo at 11:00am on Wednesday the 21st of October 2015 and allows potential subscribers to sign up for either 1, 3 or 6 months at a time. Regardless of the length of membership, each case comes with a membership card that contains a QR code that the subscriber can scan to gain access to information about each of the single malts.
YoCo Club is trying to attract young professionals to sign up to their club by offering a familiar subscription model to the 25-45yo markets. Co-Founder and CEO Calum Leslie says:
“The UK market alone for Scotch whisky shrunk by 9.5% since 2009 and this is partly due to the fact that whisky distillers are failing to attract young consumers, as the core market remains 45+ year-old males”.
He continues “Scotch whisky is appreciated around the world and has been the drink of choice of many for decades. Younger people’s pallets have not changed; rather it is the way in which whisky is marketed, presented and delivered that is not appealing to the discerning younger generations. The subscription business model is blowing up with market leaders and it is very clear that the marriage between consumables and technology is a match made in heaven. As a result, this model is perfect for many discerning younger consumers who may feel a little overwhelmed by choice, undereducated in taste or discouraged by price when it comes to whisky ”.
However, YoCo Club is more than a whisky club. YoCo is an abbreviation of “Young Company” and the company is on a mission to “become this generation’s answer to discovering, delivering and reveling in Scotch whisky”.
The club brands itself as a lifestyle club that profiles their subscribers and is attempting to build a company that escapes the “old school” image of a whisky club. Leslie says:
“Whether people enjoy drinking whisky with ice, water, from a tumbler, one sip at a time or all in one go, we don’t mind and we won’t hold anyone to traditional etiquette”.
YoCo Clubs Indiegogo campaign is aiming to raise £10,000 for the company to get started. The campaign will run for 30 days and includes a number of “rewards” including a round of golf at St. Andrews and a private tour at one of Scotland’s famous distilleries.
Furthermore, YoCo Club has already been given the “seal of approval” from industry expert, and author of 10 leading whisky books including the award winning “Malt Whisky”, Charles MacLean. MacLean says:
“Malt whisky is the most complex spirit in the world. Learning to appreciate and enjoy its flavours and nuances is life-enhancing, as well as being great fun. But there are so many choices out there it can be baffling, and this is where the YoCo Club can help you develop your knowledge and appreciation. I commend it to you whole-heartedly!”
If you are a fan of whisky or know someone who would appreciate the gift of whisky, with an innovative twist, then visit the campaign at http://igg.me/at/yococlub (this link will go live at 11:00am on Wednesday 21st 2015, please see link below to view the draft campaign) and become one of the clubs “Founding Members”.
For more information please contact Martin Hunt on 0131 661 5212 or at martin@tartansilk.co.uk
About YoCo Club
YoCo Club is the monthly whisky subscription service delivering a case of two single malt Scotch whiskies to subscribers for as little as £27 per month. We have selected a range of whiskies from each of Scotland’s whisky regions and are sending subscribers a monthly case containing 1x20cl bottle of our first chosen whisky and 4x5cl bottles of our second chosen whisky. In other words, each case contains 40cl of whisky, which is over 12 drams for subscribers to enjoy every month.
For more information please visit our draft Indiegogo page at: http://www.indiegogo.com/project/preview/107b3985.
