|By PR Newswire||
|November 28, 2012 06:01 AM EST||
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.
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