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03.2011

Massachusetts Beverage Business

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archivedAtPressTime

IT’S SACRILEGE! A DRAM IN A CAN

Surely the Apocalypse is near. How else do you explain Scotch whisky being packaged in, gasp, cans? But it’s true. Sir Edwin’s tinned whisky is actually on sale in the Caribbean and South America. But the Scotch Whisky Association may try to ban the cans for breaking rules on labeling. A spokesman said: “We are concerned people may be confused over whether the product is real Scotch. We will be investigating further.”
Sir Edwin’s is produced by Scottish Spirits, a Panama-based company with an office in Glasgow. The cans contain a full dram, or 12 ounces, of liquor. Scottish Spirits launched the tins in January, the first time straight whisky has been sold in a can. Chief Executive Manish Panshal said: ‘We are really thrilled with the idea – it’s going to be a part of every lifestyle and occasion. The can is the perfect size to be shared between three people who can mix it with other things like cola.” Don’t forget, it’s recyclable too. But expert Jim Murray, author of The Whisky Bible, isn’t too impressed. He said: “It might catch on somewhere, but you probably wouldn’t want whisky in cans for too long because it would affect the taste. And this isn’t proper Scotch. I taste around 3OOO types a year and I’ve never come across these brands. I can’t see it taking off in Scotland. A can would cheapen a product that Scots are rightly proud of.” It doesn’t seem likely that we’ll be seeing Scotch in a can anytime soon here in the US.

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