Welcome!

News Feed Item

Lidl 33-year-old Whisky Given 'Superstar' Status by Whisky Legend Jim Murray

LONDON, November 28, 2012 /PRNewswire/ --

Lidl's own label 33-year-old Maxwell Single Malt Scotch whisky has been classified as a 'Superstar whisky that gives us all a reason to live' as it comes into stores nationwide from 29th November.  It's the first time that Lidl has sourced a whisky of this kind, which would normally retail at over £100 and are expecting it to fly off the shelves when it arrives in time for Christmas.

     (Logo: http://photos.prnewswire.com/prnh/20120920/562717 )

     (Photo: http://photos.prnewswire.com/prnh/20121128/579771 )

The whisky scored 95 points out of a possible 100 and garnered great praise from Whisky Expert Jim Murray, who says '[This] has to be nosed to be believed…here is a chance to have a sniff at something nearing perfection….'

Lidl were able to source a limited supply of the oak-barrelled whisky, which comes from the Highlands, and have priced the usually-expensive product at £39.99.

"Last year Lidl unearthed a couple of stunning whiskies to be sold at an improbably economic price to the consumer. They have done it again for Christmas 2012 with a malt destined to be another collectors' item."

The launch of this whisky comes shortly after Lidl took home its 100th award in the International Spirits Challenge as it was announced their own-brand Putinoff vodka had won the trophy for the vodka category.

Recent research by Kantar Worldpanel has revealed that own-label now makes up 25% of all alcohol spend with price remaining the significant driver of shopper behaviour*.

* The Grocer, 13 October 2012.


33-year-old Single Malt Scotch Whisky         £39.99

Available in stores nationwide as long as stocks last

Notes to editors:

Please see below for Jim Murray's full review -

Nose: (24.5) rarely does exotic fruit come quite so exotic! The oak is pulling out every trick in the book to underscore its great age with an aroma as softly enveloping as it has any right to be. Those who remember fruit salad candy will also seduced by this one. As well rounded as any malt you'll find this year and probably as labyrinthine, too. And, just to prove it, a few peat notes escape from their fruity clutches to add weight and depth, the intensity increasing as the temperature and oxidisation increases.

Taste: (24) all the fruits registered on the nose are present and correct, but it is the spices which momentarily take the breath away. A fabulous mouth feel alternating between crisp and mouth-watering - aided and abetted by some staccato Demerara sugar notes -  and always no less than feather-pillow soft. The mid ground starts allowing the oak to show some intense vanilla and that lazy smoke to gain a foothold, a more solid one with each mouthful;

Finish: (22.5) dry and sophisticated, the fruit is now spent and a slight tang reminds us of the great age here. A light, delicate fade with the peat withdrawing surprisingly early on;

Balance: (24) Last year Lidl unearthed a couple of stunning whiskies to be sold at an improbably economic price to the consumer. They have done it again for Christmas 2012 with a malt destined to be another collectors' item. At times towards the end the age is apparent. But no less so is a malt which has on the nose and delivery a marriage between oak and barley matured in heaven. A very softly smoked, delightfully fruity gem.

About Lidl UK

Lidl's history goes back to the 1930s, when Lidl & Schwarz Grocery Wholesale was founded in Germany. The first Lidl stores were opened in 1973 and by the 1980s Lidl was a household name throughout Germany. During the 1990s Lidl started to open stores outside Germany and today Lidl stores can be found in nearly every country in Europe. Lidl is now well established as a major European food retailer.

Since establishing themselves in the UK in 1994, they have grown consistently and today have more than 600 stores. Lidl takes pride in providing top quality products at the lowest possible prices throughout the country. Besides food they also have twice weekly special offers ranging from Cycling gear to Angling accessories, Computers to BBQ specials. These offers change on a Monday and a Thursday and are subject to availability. For more information and a convenient store locator visit http://www.lidl.co.uk

More Stories By PR Newswire

Copyright © 2007 PR Newswire. All rights reserved. Republication or redistribution of PRNewswire content is expressly prohibited without the prior written consent of PRNewswire. PRNewswire shall not be liable for any errors or delays in the content, or for any actions taken in reliance thereon.

Latest Stories
Culture is the most important ingredient of DevOps. The challenge for most organizations is defining and communicating a vision of beneficial DevOps culture for their organizations, and then facilitating the changes needed to achieve that. Often this comes down to an ability to provide true leadership. As a CIO, are your direct reports IT managers or are they IT leaders? The hard truth is that many IT managers have risen through the ranks based on their technical skills, not their leadership abi...
The essence of cloud computing is that all consumable IT resources are delivered as services. In his session at 15th Cloud Expo, Yung Chou, Technology Evangelist at Microsoft, demonstrated the concepts and implementations of two important cloud computing deliveries: Infrastructure as a Service (IaaS) and Platform as a Service (PaaS). He discussed from business and technical viewpoints what exactly they are, why we care, how they are different and in what ways, and the strategies for IT to transi...
Interoute has announced the integration of its Global Cloud Infrastructure platform with Rancher Labs’ container management platform, Rancher. This approach enables enterprises to accelerate their digital transformation and infrastructure investments. Matthew Finnie, Interoute CTO commented “Enterprises developing and building apps in the cloud and those on a path to Digital Transformation need Digital ICT Infrastructure that allows them to build, test and deploy faster than ever before. The int...
Without a clear strategy for cost control and an architecture designed with cloud services in mind, costs and operational performance can quickly get out of control. To avoid multiple architectural redesigns requires extensive thought and planning. Boundary (now part of BMC) launched a new public-facing multi-tenant high resolution monitoring service on Amazon AWS two years ago, facing challenges and learning best practices in the early days of the new service.
Niagara Networks exhibited at the 19th International Cloud Expo, which took place at the Santa Clara Convention Center in Santa Clara, CA, in November 2016. Niagara Networks offers the highest port-density systems, and the most complete Next-Generation Network Visibility systems including Network Packet Brokers, Bypass Switches, and Network TAPs.
All organizations that did not originate this moment have a pre-existing culture as well as legacy technology and processes that can be more or less amenable to DevOps implementation. That organizational culture is influenced by the personalities and management styles of Executive Management, the wider culture in which the organization is situated, and the personalities of key team members at all levels of the organization. This culture and entrenched interests usually throw a wrench in the work...
SYS-CON Events announced today that Outlyer, a monitoring service for DevOps and operations teams, has been named “Bronze Sponsor” of SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. Outlyer is a monitoring service for DevOps and Operations teams running Cloud, SaaS, Microservices and IoT deployments. Designed for today's dynamic environments that need beyond cloud-scale monitoring, we make monitoring effortless so you ...
My team embarked on building a data lake for our sales and marketing data to better understand customer journeys. This required building a hybrid data pipeline to connect our cloud CRM with the new Hadoop Data Lake. One challenge is that IT was not in a position to provide support until we proved value and marketing did not have the experience, so we embarked on the journey ourselves within the product marketing team for our line of business within Progress. In his session at @BigDataExpo, Sum...
Virtualization over the past years has become a key strategy for IT to acquire multi-tenancy, increase utilization, develop elasticity and improve security. And virtual machines (VMs) are quickly becoming a main vehicle for developing and deploying applications. The introduction of containers seems to be bringing another and perhaps overlapped solution for achieving the same above-mentioned benefits. Are a container and a virtual machine fundamentally the same or different? And how? Is one techn...
Keeping pace with advancements in software delivery processes and tooling is taxing even for the most proficient organizations. Point tools, platforms, open source and the increasing adoption of private and public cloud services requires strong engineering rigor - all in the face of developer demands to use the tools of choice. As Agile has settled in as a mainstream practice, now DevOps has emerged as the next wave to improve software delivery speed and output. To make DevOps work, organization...
DevOps is often described as a combination of technology and culture. Without both, DevOps isn't complete. However, applying the culture to outdated technology is a recipe for disaster; as response times grow and connections between teams are delayed by technology, the culture will die. A Nutanix Enterprise Cloud has many benefits that provide the needed base for a true DevOps paradigm.
What sort of WebRTC based applications can we expect to see over the next year and beyond? One way to predict development trends is to see what sorts of applications startups are building. In his session at @ThingsExpo, Arin Sime, founder of WebRTC.ventures, will discuss the current and likely future trends in WebRTC application development based on real requests for custom applications from real customers, as well as other public sources of information,
China Unicom exhibit at the 19th International Cloud Expo, which took place at the Santa Clara Convention Center in Santa Clara, CA, in November 2016. China United Network Communications Group Co. Ltd ("China Unicom") was officially established in 2009 on the basis of the merger of former China Netcom and former China Unicom. China Unicom mainly operates a full range of telecommunications services including mobile broadband (GSM, WCDMA, LTE FDD, TD-LTE), fixed-line broadband, ICT, data communica...
With the introduction of IoT and Smart Living in every aspect of our lives, one question has become relevant: What are the security implications? To answer this, first we have to look and explore the security models of the technologies that IoT is founded upon. In his session at @ThingsExpo, Nevi Kaja, a Research Engineer at Ford Motor Company, will discuss some of the security challenges of the IoT infrastructure and relate how these aspects impact Smart Living. The material will be delivered i...
As software becomes more and more complex, we, as software developers, have been splitting up our code into smaller and smaller components. This is also true for the environment in which we run our code: going from bare metal, to VMs to the modern-day Cloud Native world of containers, schedulers and micro services. While we have figured out how to run containerized applications in the cloud using schedulers, we've yet to come up with a good solution to bridge the gap between getting your contain...