Corby readies J.P. Wiser's promotion
By Adnews Staff
Toronto-based alcohol distributor Corby Spirit and Wine is preparing a promotion for its J.P. Wiser's whisky brand. The promotion takes the form of a “Blend Your Own Whisky” kit, released to coincide with the holiday season. The kit includes five 200mL bottles of different whiskies which consumers can blend and create their own whisky at home. Each bottles represents a different barrel quality, particularly spicy, smoky and wine. It also includes an empty 375mL bottle to hold the finished blend, as well as a graduated cylinder and pipette and a blending guide by the brand’s master blender Don Livermore. The kit will be sold online and at LCBO stores across Ontario and BCLS stores in British Columbia beginning in November.
“Our whisky blending kit really gets to the DNA of Canadian whisky,” said Livermore. “What makes Canadian whisky unique is the blending. In Canada, each grain is distilled separately and then brought together in a recipe in the end. The ingredients are almost all equal. I like a whisky that when you drink it, you go through a story. You want sweetness up front; the intensity level is steady, and then down. You want to appreciate the flavour experience equally all the way through. Some whiskies have bite at front or burning sensation at the end. I'm shooting for balance.”