Diageo in the No-Age-Statement Era of Malt Whisky
What the New Mortloch Says
About Diageo’s Direction
Or
The Promise and Pitfalls of No-Age-Statement Mentality
As the largest Scotch malt whisky entity, Diageo has thrown its weight further into the no-age-statement arena with the launching of the new Mortlach Rare and Old.
(see our review HERE)
The rebranding of this classic, but obscure single malt has bellwether implications for the entire industry, as it moves away from traditional age statements, even as retail prices soar. And Diageo’s leadership role is once again on trial.