ça couvait depuis quelques mois, Bottler nous avait prévenu. Depuis 2 ou 3 ans les prix des bonnes bouteilles avait bien augmenté, atteignant le seuil psychologique d'achat que beaucoup d'entre nous s'était plus ou moins fixé ... hem
Mais là, depuis cette rentrée, c'est la FOLIE (l'absurdie) sur les étiquettes des bouteilles officielles : nouvel Ardbeg 75 OB à 645 euros, Laphroaig 80 sherry OB + de 700 euros, nouveau Lagavulin 21 + de 200 euros, new Dalmore 73 a +de 400 etc etc etc
C'est également le début de la fin pour les embouteilleurs indépendants qui n'ont pas de stock ... les 3 ou 4 groupes qui contrôlent les 95% des distilleries, ne leurs vendent plus de très bon produits ou alors exagérément cher ou même leur ferment carrément leur porte. aie.
Un article très intéressant paru le 7 aout dans le journal "the herald" illustre ce sujet sous l'angle Glenmorangie :http://www.theherald.co.uk/news/news/di ... 76.0.0.php
extraits :
Glenmorangie's range of single malts is to undergo a process the marketing men call "premiumisation" which will leave them looking more than a little French.
part of the rebranding, the company .... will rename some of its most popular lines to give them a more continental flavour.
The prosaically named Port, Sherry, Madeira and Burgundy Wood Finish whiskies will be reborn under new names such as The Quinta Ruban, Nectar d'Or and LaSanta.
The bottles have also been redesigned and now look like "curvy cognac bottles"
Details of the rebranding were revealed to more than 200 employees of the firm at its Broxburn headquarters, although the company is refusing to comment on the planned relaunch in October. Neither will it comment on claims it plans to increase the price of a bottle of single malt by £10 to project itself as an exclusive, expensive luxury brand.
A company source said: "It was only a matter of time before Glenmorangie got the LVMH treatment. There will be no change in what is actually put in the bottles, it's all cosmetic: it's purely an exercise in repackaging to make the product seem chic.
"The company seems willing to take the risk of losing market position in Scotland if it means capturing bigger and more lucrative markets abroad."
The rebranding is aimed at the emerging markets in Russia, Brazil, India and China.
Aujourd'hui donc, j'ai appris un nouveau gros mot : "Premiumisation"