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What can legally be called Scotch whisky is defined by a Royal Commission that reported in 1909, and by penalties that teetotaller Lloyd George imposed during the first world war to keep the workers sober. Were the Scottish parliament to appoint a Royal Commission and give statutory authority to the SWA to regulate the industry, in accordance with sensible legislation, Scotlands second industry would get the protection it needs from overweening multinational conglomerate drinks companies that care only about their short-term stock market valuations. It started the whole kerfuffle by describing Cardhu as pure malt whereas previously it had been single malt (to ease its supply problem, the company mixed in whisky from other distilleries in Cardhu bottles). Malts USP has always been that the whisky from each distillery is unique.
The owners of, say, Chateau Lafite, do not sneakily mix a lot of other good wines and sell them in a Lafite bottle, changing only a single word on the label.
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The firm, which has 700 staff in Scotland and owns brands including The Dalmore and Isle of Jura as well as its flagship whisky, has been spending liberally this year on a high-profile marketing and advertising campaign.
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Diageo says in its defence that it hasnt described it as single malt, but as pure malt, which means something different.
It does, if you are party to the arcane world of whisky nomenclature, but most folk could be forgiven for not seeing much difference.
Last month, it announced that sales had leapt in the four months to the end of August.