Month: July 2021

Morris Whisky – Rutherglen shows its Signature

The Australian whisky industry continues to keep its fans both delighted and curious as the list of new and emerging distilleries grows – seemingly unabated.  It almost seems like a new distillery lifts its head above the parapet every month, and the latest to do so is the previously unheralded Morris. 

That much, in itself, is a story.  Many distilleries elect to announce their establishment through social media channels, and then drip feed news, pictures, and work-in-progress releases or similar teasers as they build brand awareness whilst waiting for their spirit to mature.  In contrast to this, Morris went about its business with almost ninja-like stealth, before suddenly announcing its arrival with the launch of its first two initial releases.

Of course, Morris is anything but a new name in Australian drinks circles, with Morris of Rutherglen being one of the most famous and respected producers of fortified wines in the world.  With such a long and celebrated history of making some of this country’s greatest muscats, sherries, ports, and tokays (okay, aperas, tawnys, and topaques), it was perhaps only a matter of time until they turned their attention to whisky.  Little wonder, also, that they turned to their ex-wine cask inventory to mature their spirit!

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Australian whisky’s beer loophole

Imagine you’re at home watching the Olympics, and you turn your television on just as the medal presentation ceremony is starting for the marathon.  You immediately notice there are two runners standing on the podium for 1st Place.  In an incredible outcome for the race, it turns out there was a dead heat for first, and the two front runners finished in a tie!

But here’s where things get weird:  It turns out that only one of the gold medallists actually ran the full 42 kilometres!  The other runner started at the 30km mark, and in fact only had to run the last 12km of the race.  And, to top it all off, that runner also received extra assistance along the way. 

Now that’s hardly a fair race, is it?  Clearly, the work, effort, and energy put in by the two runners was vastly different – but by virtue of crossing the finish line at the same time, they each received the same reward and recognition.

The above parable would never happen in real life and, yet, a variation of this is precisely how the Australian whisky industry operates.  Puzzled?  Here’s how it pans out…..

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