SYS-CON MEDIA Authors: Liz McMillan, Sean Houghton, Glenn Rossman, Ignacio M. Llorente, Xenia von Wedel

News Feed Item

Lidl 33-year-old Whisky Given 'Superstar' Status by Whisky Legend Jim Murray

LONDON, November 28, 2012 /PRNewswire/ --

Lidl's own label 33-year-old Maxwell Single Malt Scotch whisky has been classified as a 'Superstar whisky that gives us all a reason to live' as it comes into stores nationwide from 29th November.  It's the first time that Lidl has sourced a whisky of this kind, which would normally retail at over £100 and are expecting it to fly off the shelves when it arrives in time for Christmas.

     (Logo: http://photos.prnewswire.com/prnh/20120920/562717 )

     (Photo: http://photos.prnewswire.com/prnh/20121128/579771 )

The whisky scored 95 points out of a possible 100 and garnered great praise from Whisky Expert Jim Murray, who says '[This] has to be nosed to be believed…here is a chance to have a sniff at something nearing perfection….'

Lidl were able to source a limited supply of the oak-barrelled whisky, which comes from the Highlands, and have priced the usually-expensive product at £39.99.

"Last year Lidl unearthed a couple of stunning whiskies to be sold at an improbably economic price to the consumer. They have done it again for Christmas 2012 with a malt destined to be another collectors' item."

The launch of this whisky comes shortly after Lidl took home its 100th award in the International Spirits Challenge as it was announced their own-brand Putinoff vodka had won the trophy for the vodka category.

Recent research by Kantar Worldpanel has revealed that own-label now makes up 25% of all alcohol spend with price remaining the significant driver of shopper behaviour*.

* The Grocer, 13 October 2012.


33-year-old Single Malt Scotch Whisky         £39.99

Available in stores nationwide as long as stocks last

Notes to editors:

Please see below for Jim Murray's full review -

Nose: (24.5) rarely does exotic fruit come quite so exotic! The oak is pulling out every trick in the book to underscore its great age with an aroma as softly enveloping as it has any right to be. Those who remember fruit salad candy will also seduced by this one. As well rounded as any malt you'll find this year and probably as labyrinthine, too. And, just to prove it, a few peat notes escape from their fruity clutches to add weight and depth, the intensity increasing as the temperature and oxidisation increases.

Taste: (24) all the fruits registered on the nose are present and correct, but it is the spices which momentarily take the breath away. A fabulous mouth feel alternating between crisp and mouth-watering - aided and abetted by some staccato Demerara sugar notes -  and always no less than feather-pillow soft. The mid ground starts allowing the oak to show some intense vanilla and that lazy smoke to gain a foothold, a more solid one with each mouthful;

Finish: (22.5) dry and sophisticated, the fruit is now spent and a slight tang reminds us of the great age here. A light, delicate fade with the peat withdrawing surprisingly early on;

Balance: (24) Last year Lidl unearthed a couple of stunning whiskies to be sold at an improbably economic price to the consumer. They have done it again for Christmas 2012 with a malt destined to be another collectors' item. At times towards the end the age is apparent. But no less so is a malt which has on the nose and delivery a marriage between oak and barley matured in heaven. A very softly smoked, delightfully fruity gem.

About Lidl UK

Lidl's history goes back to the 1930s, when Lidl & Schwarz Grocery Wholesale was founded in Germany. The first Lidl stores were opened in 1973 and by the 1980s Lidl was a household name throughout Germany. During the 1990s Lidl started to open stores outside Germany and today Lidl stores can be found in nearly every country in Europe. Lidl is now well established as a major European food retailer.

Since establishing themselves in the UK in 1994, they have grown consistently and today have more than 600 stores. Lidl takes pride in providing top quality products at the lowest possible prices throughout the country. Besides food they also have twice weekly special offers ranging from Cycling gear to Angling accessories, Computers to BBQ specials. These offers change on a Monday and a Thursday and are subject to availability. For more information and a convenient store locator visit http://www.lidl.co.uk

More Stories By PR Newswire

Copyright © 2007 PR Newswire. All rights reserved. Republication or redistribution of PRNewswire content is expressly prohibited without the prior written consent of PRNewswire. PRNewswire shall not be liable for any errors or delays in the content, or for any actions taken in reliance thereon.

Latest Stories
Verizon Enterprise Solutions is simplifying the cloud-purchasing experience for its clients, with the launch of Verizon Cloud Marketplace, a key foundational component of the company's robust ecosystem of enterprise-class technologies. The online storefront will initially feature pre-built cloud-based services from AppDynamics, Hitachi Data Systems, Juniper Networks, PfSense and Tervela. Available globally to enterprises using Verizon Cloud, Verizon Cloud Marketplace provides a one-stop shop fo...
SYS-CON Events announced today that IDenticard will exhibit at SYS-CON's 16th International Cloud Expo®, which will take place on June 9-11, 2015, at the Javits Center in New York City, NY. IDenticard™ is the security division of Brady Corp (NYSE: BRC), a $1.5 billion manufacturer of identification products. We have small-company values with the strength and stability of a major corporation. IDenticard offers local sales, support and service to our customers across the United States and Canada...
SYS-CON Media announced today that Aruna Ravichandran, VP of Marketing, Application Performance Management and DevOps at CA Technologies, has joined DevOps Journal’s authors. DevOps Journal is focused on this critical enterprise IT topic in the world of cloud computing. DevOps Journal brings valuable information to DevOps professionals who are transforming the way enterprise IT is done. Aruna's inaugural article "Four Essential Cultural Hacks for DevOps Newbies" discusses how to demonstrate the...
The move in recent years to cloud computing services and architectures has added significant pace to the application development and deployment environment. When enterprise IT can spin up large computing instances in just minutes, developers can also design and deploy in small time frames that were unimaginable a few years ago. The consequent move toward lean, agile, and fast development leads to the need for the development and operations sides to work very closely together. Thus, DevOps become...
SYS-CON Media announced today that Sematext launched a popular blog feed on DevOps Journal with over 6,000 story reads over the weekend. DevOps Journal is focused on this critical enterprise IT topic in the world of cloud computing. DevOps Journal brings valuable information to DevOps professionals who are transforming the way enterprise IT is done. Sematext is a globally distributed organization that builds innovative Cloud and On Premises solutions for performance monitoring, alerting an...
ScriptRock makes GuardRail, a DevOps-ready platform for configuration monitoring. Realizing we were spending way too much time digging up, cataloguing, and tracking machine configurations, we began writing our own scripts and tools to handle what is normally an enormous chore. Then we took the concept a step further, giving it a beautiful interface and making it simple enough for our bosses to understand. We named it GuardRail after its function - to allow businesses to move fast and stay sa...
SYS-CON Events announced today that Windstream, a leading provider of advanced network and cloud communications, has been named “Silver Sponsor” of SYS-CON's 16th International Cloud Expo®, which will take place on June 9–11, 2015, at the Javits Center in New York, NY. Windstream (Nasdaq: WIN), a FORTUNE 500 and S&P 500 company, is a leading provider of advanced network communications, including cloud computing and managed services, to businesses nationwide. The company also offers broadband, p...
SYS-CON Events announced today that AIC, a leading provider of OEM/ODM server and storage solutions, will exhibit at SYS-CON's 16th International Cloud Expo®, which will take place on June 9-11, 2015, at the Javits Center in New York City, NY. AIC is a leading provider of both standard OTS, off-the-shelf, and OEM/ODM server and storage solutions. With expert in-house design capabilities, validation, manufacturing and production, AIC's broad selection of products are highly flexible and are conf...

ARMONK, N.Y., Nov. 20, 2014 /PRNewswire/ --  IBM (NYSE: IBM) today announced that it is bringing a greater level of control, security and flexibility to cloud-based application development and delivery with a single-tenant version of Bluemix, IBM's

The BPM world is going through some evolution or changes where traditional business process management solutions really have nowhere to go in terms of development of the road map. In this demo at 15th Cloud Expo, Kyle Hansen, Director of Professional Services at AgilePoint, shows AgilePoint’s unique approach to dealing with this market circumstance by developing a rapid application composition or development framework.
SYS-CON Events announced today Isomorphic Software, the global leader in high-end, web-based business applications, will exhibit at SYS-CON's DevOps Summit 2015 New York, which will take place on June 9-11, 2015, at the Javits Center in New York City, NY. Isomorphic Software is the global leader in high-end, web-based business applications. We develop, market, and support the SmartClient & Smart GWT HTML5/Ajax platform, combining the productivity and performance of traditional desktop software ...
"BSQUARE is in the business of selling software solutions for smart connected devices. It's obvious that IoT has moved from being a technology to being a fundamental part of business, and in the last 18 months people have said let's figure out how to do it and let's put some focus on it, " explained Dave Wagstaff, VP & Chief Architect, at BSQUARE Corporation, in this SYS-CON.tv interview at @ThingsExpo, held Nov 4-6, 2014, at the Santa Clara Convention Center in Santa Clara, CA.
The major cloud platforms defy a simple, side-by-side analysis. Each of the major IaaS public-cloud platforms offers their own unique strengths and functionality. Options for on-site private cloud are diverse as well, and must be designed and deployed while taking existing legacy architecture and infrastructure into account. Then the reality is that most enterprises are embarking on a hybrid cloud strategy and programs. In this Power Panel at 15th Cloud Expo (http://www.CloudComputingExpo.com...
"Our premise is Docker is not enough. That's not a bad thing - we actually love Docker. At ActiveState all our products are based on open source technology and Docker is an up-and-coming piece of open source technology," explained Bart Copeland, President & CEO of ActiveState Software, in this SYS-CON.tv interview at DevOps Summit at Cloud Expo®, held Nov 4-6, 2014, at the Santa Clara Convention Center in Santa Clara, CA.
The Internet of Things is not new. Historically, smart businesses have used its basic concept of leveraging data to drive better decision making and have capitalized on those insights to realize additional revenue opportunities. So, what has changed to make the Internet of Things one of the hottest topics in tech? In his session at @ThingsExpo, Chris Gray, Director, Embedded and Internet of Things, discussed the underlying factors that are driving the economics of intelligent systems. Discover ...