There are so many awards for whisky these days that it is seems more difficult for whisky not to win an award than win one. For example the World Whisky Awards sponsored by the whisky magazine includes; non scotch no age statement, non scotch 12 years and under, non scotch 13 years to 20 years and non scotch over 20 years. Is this not just over doing the awards thing? The whisky producer’s marketers are quick to jump on these awards and market them as award winners but in truth the consumer is only confused and losing trust in these awards. Even the most trusted awards body the International Wine & Spirits Awards has got carried away and there is a gold silver and bronze for every product, age, region imaginable. This is not only for whisky but cognac, vodka etc.
The whole system of awards has been corrupted by the marketing men and they really can no longer be trusted. You can order your winning stickers and a marketing tool kit from the IWSA website which really shows how much credence these awards have. We advise if you are looking for advice on products go to niche websites where enthusiast have been leaving their comments and take advice from there. Of course taste is very subjective and the world would be a boring a place if we all liked the same thing, but this will be a more accurate guide than industry awards.