This has to be the worst positioning of a premium product I’ve seen recently. Marketing a high-end single malt as “organic” is not just redundant; it makes self-conscious what is already embedded in the entire concept of the single-malt: local, hand-crafted, artisanal. Adding “organic” to the pitch for single malt is like the Carlyle hotel calling itself “VIP”.
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This is a blog about the modern search for authenticity, and why it is a hoax. Topics of discussion will include hipsters, locavores, nostalgists, ostalgists, New York City, Quebecers, yoga, indie rock, hiphop. I also keep a related blog based on my book of the same name.
