I arrived home on a snowy, blustery Northern Indiana evening to discover a parcel on my front porch. I love a mystery, and absolutely adore a puzzle. Knowing what was probably inside the large box, I whisked it inside, threw some crap off my dining room table, cut open the cardboard, and dug out what appeared to be a huge, fairly weighty tome. The thing was 14” by 14” and about 4.5” thick. Woof! And emblazoned upon the ‘cover’ was the seal of ‘The Aultmore Distilling Co.’ I took that to be a really good sign.
Upon closer inspection, of course, it was obvious that this object was not a real book. I opened the apparently magnetic flap on the cover and saw the mysterious (downright spooky) interior artwork and cover page. And behind that…the real good stuff.
There was a neat little mini-book, really not much more than a pamphlet. The cover was sharp, and the paper thick, with that sort of rough, pulpy feel. Good stock. ‘The Mystery of the Buckie Road’ was the title, printed in gold leaf.
Along with that was a fun-looking little cylinder with numbers etched into revolving tumblers. It was sturdy, made out of some sort of brass alloy. I’d read enough Dan Brown to recognize it as a cryptex.
I also found what at first glance seemed like a simple laser pointer. And it was, in part. There were two little buttons. The first activated a standard red laser. Okay. The second one…a single click produced a clear LED mini-flashlight beam. But when I pressed that one a second time, it switched to a dimmer blue glow. Curioser and curioser. I had a hunch why, but that would have to wait, because by now I figured I knew for sure what the real goodies were going to look like. And I wasn’t wrong.
Behind the faux-wooden door flap, I discovered a bottle of 12-Year-Old single-malt scotch the color of honey and wheat: The Aultmore. NOW we were getting somewhere. And behind the booklet, a wee snifter-shaped glass (technically, a Glencairn Glass). How convenient!
Full disclosure time. Those that know me well enough are aware that I love a good Scotch Whisky. I get bottles of the stuff for Christmas, and it’s always fun to try a new label. Usually, I prefer the single-malts, but they can be a crapshoot, quite frankly. I know I’m pissing off some scotch purists, but there it is. With bottles as expensive as they tend to be, most folks don’t have the luxury of trying everything on the shelf. That being the case, we all have our favorites. And I have no problem admitting that I’ve always fancied a glass of Dewar’s White Label over some of the fancy, higher-end single-malts.
“WAIT!” you cry. “DEWAR’S IS A BLEND!” It certainly is, and a wonderful one. There are other bottles in the same price range, and I’ve tried many…The Famous Grouse and Grant’s standing out alongside dark-horse favorites like Old Smuggler (seriously, not too shabby. You almost forget it can be had from a plastic bottle.) But Dewar’s is on my go-to list every time.
Sorry. Getting distracted thinking about all this booze. I’ll get back to that in the next blog entry. I’ll simply say that I was expecting a sample from the Dewar’s folks…but nothing quite as elaborate as this.
So, this mystery tome. It seemed obvious what my next steps were. The booklet held the key to the cryptex…and the cryptex itself held some additional mystery. It was really fairly exciting, a lot more adventurous than I’d anticipated for a simple whisky tasting.
I read the booklet in its entirety. Didn’t take long. It’s a tale about a mysterious old fisherman/smuggler/bootlegger leading the unnamed protagonist to discover the secrets of the distillery and whatnot. Nicely written, but not really groundbreaking.
I returned to the front page, and shone my laser-pointer at the page, nearly tearing a hole in space-time. Crap. Forgot. Wrong button. Crimson light blazed through the dining room, boring cleanly through a cat (one down, one to go!) and nearly blinding me as it shone off the white paper. I clicked the other button until the faint blue light bled forth onto the page. And there I saw it.
Like some Scooby-Doo cartoon, or even better, some deleted scene from a Harry Potter film, faint, glowing numbers materialized. It was awesome. I figured I’d find something like that, but it was so cool to have my suspicions confirmed.
I swept carefully through the booklet, making sure not to miss any clues. I finished with the necessary digits (all numbers, no letters or symbols.) Nervously, I picked up the heavier-than-expected cryptex, spinning the tumblers into place until I felt (rather than heard) a ‘click’. Carefully I pulled the end cap, extracting a central cylinder which…was actually a USB stick!!
Haha! Of course! The whole thing was basically an electronic press kit. I found a video that ran a nice two-and-a-half minutes, descriptions of the varieties of whisky available, the different ages and such, and some information on the distillery and its history. It was all so wonderful.
So, quickly, I’ll tell you this. Dewar’s, knowing of my love for their blended scotch, reached out to me on Twitter. They informed me that they were about to launch a few varieties of single-malt scotch. The neat part? These featured single-malts are essentially the whiskies that get blended to make Dewar’s White Label. And now, for the first time, the greater public would be able to enjoy them one at a time. I was asked if I’d be interested in trying some. “Abso-freakin’-LUTELY” was my paraphrased response.
But the fun manner in which this was all presented, the mystery, the charm, the enigma…that’s good stuff. It’s great marketing, quite frankly, and excellent showmanship. Not sure who handles their promotions and advertising, but they’re a top-notch firm, make no mistake. And reaching out to select Twitter followers? Brilliant use of social media. Much more effective than some stupid YouTube video or “repost this for a chance to win” Facebook contest.
Ah, and as for the scotch itself?
To be continued…