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Day 12 - KWM 2025 This Is Still Not An Advent Calendar

Posted on December 12, 2025

by Evan

Whisky Marketing and creating a new brand for a whisky series must be tough. Trying to cater to a bunch of jaded, seen it all, know it all, holier-than-thou Anoraks like myself? It sounds like a nightmare. I often feel like I have seen it all, and much of the marketing of whisky that is out there is downright silly. Whisky labels are no exception. How do you innovate within a category that is built around history and tradition, like Scotch Whisky is? It sounds like a thankless task.

I am being intentionally cynical here, but the point stands. How do you separate your bottle from others if you are a whisky maker?

North Star Spirit's answer: create a series of blends loosely based on Tarot cards! Say hello to the third release in North Star’s Tarot series: This is The Empress 17 Year Old Blended Scotch.

Based on the three releases from this series so far, this seems to be the general modus operandi for it:

1 - Each release is a small batch.

  • Tarot 1 – The Fool (SOLD OUT) was a batch of 6 year old whisky from two hogsheads, bottled at 57.3%. Likely well under 1000 bottles, but I don’t think the total number was given.
  • Tarot 2 – The Magician 12 (SOLD OUT) year old stated only 1000 bottles were made, all at 45.5%.
  • Tarot 3 - The Empress 17 year old whisky with a total of only 600 bottles at 43.5%.

2 - Each release seems to be a blend of ex-Edrington stock for the malt portion, which makes up typically 1/4 to 1/3 of the blend, with the remaining majority being grain whisky.

What is Ex-Edrington stock or Edrington Malt? This refers to whisky produced by Edrington at the distilleries they own. Edrington currently owns the Macallan, Highland Park, and Glenrothes distilleries and brands. In the recent past the company has also owned Glenturret (sold to the Lalique Group in 2019), Tamdhu (sold to Ian MacLeod Distillers in 2011), and Glengoyne (also sold to Ian MacLeod Distillers back in 2003). On the grain whisky side, Edrington shares ownership of the North British Distillery in Edinburgh with mega spirits corp Diageo.

Speaking of brands that Edrington has gotten rid of because they likely took too much focus away from the company burning all of their calories on the hyper luxurification of all things Macallan (it gives you wings!): the company has also gotten rid of two major Blended Scotch Whisky brands over the past decade. First they sold off the Cutty Sark brand to La Martiniquaise in 2018. More recently they sold the Famous Grouse brand and the rest of their blended whisky portfolio to William Grant & Sons – owners of Glenfiddich, Balvenie, the Grants and Monkey Shoulder brands, and more.

Does Edrington need to keep an ownership stake in the North British Distillery if they no longer sell Blended Scotch Whisky? Will that be sold off next?

But I digress.

All of these Tarot releases may have been meant to be used in Famous Grouse releases before Edrington decided to get out of the blending game. That is just my conjecture, though. Based on nothing…

North Star The Empress 17 Year Blended Scotch Whisky – 43.5%

With a listed vintage of 2007, this 17 Year Old Blended Scotch Whisky is composed of 32% malt and 68% grain whisky. The malt component is thought to be ex-Edrington stock (ie: might contain some Macallan, Highland Park, Glenrothes, etc. Perhaps the grain component originated at the part Edrington owned North British Distillery as well... This limited edition tarot card inspired blend is from one single refill sherry butt which resulted in a small run of 600 bottles.

Evan’s Tasting Note

Nose: A big hit of older, character-driven whisky up front. Varnished wood furniture, polished leather shoes, heather, dates, chocolate fudge, burnt brown sugar, apple peel, and hints of ancient Armagnac.

Palate: Plenty more leather, polish, and wood spice up front, then a light bit of peat settles in along with touches of cooling menthol and mint, amaro, orange rind, over-steeped Earl Grey Tea, and bitter dark chocolate.

Finish: A spicy, sweet, and lightly peat-driven fade with a tangy bitterness that you will either absolutely love or hate.

Comment: I absolutely love it. This is not what I was expecting at all, in a wonderful way. There are plenty of notes on here that make me think of whisky much older than 17 years – especially the grain component. Could I be wrong? Probably, but this is a wonderfully mature teenage whisky then, and a tremendous value.

Do you like this whisky as much as I do? Grab a bottle fast if so because I don't think it will be around for long!

Cheers,

Evan

evan@kensingtonwinemarket.com

This entry was posted in Whisky, Tastings, Whisky Calendars, Independent Bottler, Tastings - Online Tasting, KWM 2025 Still Not An Advent Calendar Tastings

 

 

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