Society flavour refined

The Society’s flavour experts have been leading the industry for a quite a while. At a time when whisky was largely grouped by age or region, we let flavour lead the way. For over 40 years our Tasting Panel has evolved an evocative language by carefully analysing the distinctive character of every Society cask. Creatively guiding members through our ever-changing selection of single malts, these Tasting Notes have become a key part of who we are.

In 2012, we introduced our 12 flavour profiles, to give members an easier way to navigate our monthly Outturns. “Because of the unique nature of single casks, we very frequently bottle whiskies that don’t fit in with the regional stereotype, let alone matching that specific distillery’s standard profile,” says head of whisky creation Euan Campbell. Staying true to our roots, these profiles offered members an easier way to explore our extensive offering. Since then, we’ve gathered masses of Tasting Panel data and analysed thousands of Tasting Notes, while always listening to our members’ feedback.

As a result of this work we’ve refined our flavour profiles into eight new mouthwatering categories. They’re an evolution of how we explore and present flavour, a thoughtful regrouping of the flavours you’re already familiar with. This refinement provides a more vibrant flavour map to help you discover and savour our whisky. Euan explains: “Guided by a deep dive into our historical archive of Tasting Notes, we’ve re-vamped the way we categorise our drams. The eight new profiles are as colourful as they are delicious, and we can’t wait for people to taste them.”

So what’s changed? Refocussing on our flavour first philosophy, each new profile has a new name, colour and character. As a result, we’ve moved away from age-led categories like Young & Spritely and Old & Dignified. Additionally, our peated profiles have been refined into two clearer camps: Smoky & Fruity and Bold & Peaty. In our Smoky & Fruity profile a lighter peat influence allows other flavours to shine through, while the Bold & Peaty category is unapologetically dominant in its earthy and medicinal character.

While all eight new flavour profiles are unique, the existing language we use to describe our whisky remains the same. Notes from Oily & Coastal may now appear under Coastal & Maritime, but could also fall into other flavour profiles. Our new flavour profiles aren’t like-for-like swaps, but rather a reclassification that supports the ever-expanding richness, diversity and complexity of our whisky offering.

Eagle-eyed members will also notice a slight change to our Signature Range labels, with clearer details on cask origin, additional maturation, and rarity. These white labels feature whisky of all ages, emphasising the whisky itself rather than its age or region. This one-label-for-all approach is a nod to how the Society originally released whisky in 1983. Those outside of the United States will also find that the colour-coded flavour profile stripe now also features the profile name.

The work of our Tasting Panel and their Tasting Notes remain central to the Society experience. A quick read of the bottle will continue to tell you what makes each whisky special. These new flavour profiles make it quicker and easier to find the flavours you’re looking for – whether it’s returning to what you already enjoy or exploring new tastes.

The Society has always championed bold thinking, big flavour, and an ever-curious spirit. As we look to the future, these new profiles embody not a shift in direction, but a sharpening of focus and a celebration of the flavours that bring us together as a community.

Explore the new flavour profiles in this month's Outturn.