Lagavulin 12 year old 2020 Special Release Single Malt Review
Premiumisation. That's been Diageo's buzzword over the last number of years. In essence, how can we extract yet more cash from gullible customers whilst not necessarily improving on their experience. Mortlach's rebrand was one of the noticeable examples of this ideology in effect and let's be honest, it wasn't a roaring success unless of course you were a clickbait chasing influencer who sold your soul to get freebies and invites to the next Diageo soiree. Excessively priced and underwhelming....welcome to the new world of Diageo. Mortlach wasn't alone though. Caol Ila, Talisker, Oban all saw pretty crazy price increases. The came the Lagavulin 16. When I last reviewed Lagavulin in 2019 I referenced that I'd paid £47 for the 16 year old, £3 cheaper than the newly released 8 year old. Fast forward to the pandemic era and the Lagavulin prices went haywire. At one point Laga 16 was at least £100 a bottle. At this point Laga 16 became irrelevant to many whisky...
