It was long ago established that Canadian "whiskey" is really a blend of vodka-like CWS (Canadian whiskey spirit), which is distilled to within a hair of vodka or GNS (grain neutral spirit). By hairsbreadth I mean 94.8%, just short of 95% GNS. For all practical purposes Canadian "whiskey" is a mixture of vodka and what they call "flavouring whiskies" which are actual and flavorful whiskies added to the mix, along with up 9.9% of anything - I mean anything else - including wine for flavor.
At least the Canadian regulations are honest about their Canadian - mixed drink in a bottle - "whiskies". But as is happening everywhere, the distillers aren't satisfied with these legally hidden and unlabeled flavorings...
A race to the bottom...
What's next? Oh yes, what all real whisky drinkers clamor for: Blackberry Whiskey. Or Spiced Whiskey. Of course. What a fackin nightmare! I recently noted that Canadian Clubs next push is to capture young adults and whiskey. No, not by real and honest marketing and promotions, but by...
Weird flavors, now openly labeled. Listen to the Brand Ambassador frm Canadian Club...
Or per their owner, Beam (regarding CC's new "Dock 57" flavored "whiskies":“C.C.’s new innovations will take the brand to the next level both for consumers new to whisky and more seasoned whisky drinkers who are seeking bolder flavour profiles and some spice. “
(Credit to the Artic Wolf)“… is poised to capitalize on recent growth trends in ready-to-drink and flavoured spirits that are giving Canadian whisky a boost and helping to open the door to new consumers – namely younger adults and women …”
Flat Ass Bottom Line
It is estimated that over 30% of rum sales - and growing - is represented by openly spiced and flavored rums. Few if any use flavors from real fruit. Apparently the major Canadian distiller CC feels that berry flavored whiskies are the next big thing. Two observations:
1. Rum has a history of both labeled and unlabeled alterations and flavorings. Except for the Canadian version, whiskys have been quite the opposite and relatively pure and real.
2. Even the Canadians refuse to acknowledge unlabeled flavorings, or the preponderance of what they euphemistically call CWS. They want you believe it's all real and flavorful whisky properly distilled.
Thus even Canadian Club is asking drinkers naive to whisky to now accept it because it's full of good old blueberry natural and artificial flavors. Oops, sorry...
Blackberry. Can't wait...
