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Are You Ready for Whisky in a 12oz Can?
January 19, 2011 12:50 PM
YES WE CAN!
A deadpan Carnac holds the envelope to his head. "Cheeseburgers, peanut butter and jelly sandwiches, and an entire chicken." Ed repeats the prediction and Carnac glares.
The envelope is opened and the card is read. "Name me three things that are sold in a can."
Sweeping bodegas and trailer parks nationwide, foodstuffs of all shapes and sizes are being sold in a can -- chock full of enough preservatives to render you sterile. And while this may not outrank a canned chicken -- and really, what could? -- a Panama-based company is testing out whisky in a can.
That's right. A full 12 ounces of whisky in one easy pop-top container. Like dad always wanted.
Scottish Spirits -- which gets by on a technicality with an office in Glasgow -- is experimenting with the canned whisky in its Caribbean and South American markets. Although it's not authentic Scotch whisky, the company expects the product to be popular with the outdoor drinker.
Chief executive Manish Panshal
the Daily Mail, "We are really thrilled with the idea -– it's going to be a part of every lifestyle and occasion. The can is the perfect size to be shared between three people who can mix it with other things like cola. It's lightweight and portable and entirely recyclable, which is good news. It will be one of the hot picks for any outdoor activities."
As fun as sharing a can of whisky on the Caribbean sand sounds, the Scotch Whisky Association isn't ready for the boozy sun and fun quite yet. In fact, the outfit's trying to ban the product for breaching international labelling rules.
A spokesman said, "We are concerned that consumers may be confused whether or not the product is real Scotch and we will be investigating the matter further."
This isn't the first time Scottish Spirits ran afoul of a watchdog outfit. Last September, the Advertising Standards Agency censured the liquor makers for its misleading ads which suggested the company was creating homegrown Scotch.
Nevertheless, connoisseurs are intrigued by the concept of whisky in a can. Jim Murray -– author of
The Whisky Bible
–- told the
, "Obviously, this is not the traditional way to sell a dram but I've seen it on draught in Chicago and out of plastic sachets in Uganda, so it might catch on somewhere. It will certainly be cheaper than buying a big bottle and Scotch spends some of its life in metal containers during the distillation process anyway."
Mentioning that the product isn't actual Scotch, Murray also added, "But you probably wouldn't want it in aluminium cans for too long, because it would affect the taste."
No positions in stocks mentioned.
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