The Tasting Panel magazine

May 2012

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STAR BARS Range Rovers by David Gadd Director for Pernod Ricard USA. But that's changing, and Pernod Ricard sees it as a golden opportunity to introduce whisky-drinkers to The Glenlivet in all its variations. We recently visited two whisky-fueled West Coast establishments where customers can roam The Glenlivet's wider range. Pedro Shanahan (left) and GM Angus McShane at Seven Grand in Los Angeles, where The Glenlivet range is de rigueur. PHOTO: CHRISTINE MERSON T LOS ANGELES: Seven Grand Mention whisky in Los Angeles and the first thing any bar-goer thinks is: Seven Grand. The Glenlivet is one of the main- stays at this unique downtown mecca for all things whisky, part of Cedd Moses's ever-growing 213 Nightlife empire. Of course, there's the popular Glenlivet 12 Year Old and its 18 Year Old sibling. But this being the whisky bar in L.A., other members of the Glenlivet range are de he days of ordering generic "whisky" in a bar (think every Western movie you've ever seen) are long over. Modern whisky-drinkers call not just their favorite brand, but, increas- ingly, their preferred age expression as well. Responding to—and furthering— that trend are today's whisky-driven bars, where enjoyment and education meet over a great dram. These contemporary saloons thrive on having a wide selection of brands and age expressions. That natu- rally includes The Glenlivet, America's best-selling single malt. But while the Speyside brand's popu- lar 12 Year Old is widely known, many consumers remain relatively in the dark about The Glenlivet's greatest strength: its stunning range of higher-end offer- ings. "The Glenlivet 12 Year Old has become so dominant that many accounts don't capitalize on our other wonderful Glenlivet offerings, due to the perception of their lower relative volumes," explains Brian Mequet, Division Marketing 98 / the tasting panel / may 2012 WITH A ROBUST PORTFOLIO OF AGED EXPRESSIONS, THE GLENLIVET MEANS MORE THAN THE WELL-LOVED 12 YEAR OLD The Glenlivet 12 Year Old, shown in a Dagny Taggart cocktail at Seven Grand, leads the pack of older Glenlivet expressions. PHOTO: CHRISTINE MERSON

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