Some things mystify me in the whisky reviewing world (okay, many things!). When looking into entry-level expressions, sooner or later I come across a reviewer who just seems to love one of these cheap budget products. Now, in the case of the entry-priced Canadian Club 100% Rye, I could understand that – it is actually an impressive quality product, clearly priced low to gather attention. But outside of the fictional Don Draper, I can’t imagine anyone actually recommending standard entry-level Canadian Club (aka “CC Premium”) as a top-pick in the world of whisky.
The recently discussed Alberta Premium Dark Horse is another example of an excellent bargain, as it is typically priced just a few dollars more than the base Alberta Premium. But what to make of the entry-level Alberta Premium? Identified as a straight 100% rye grain whisky, Alberta Distillers explains on its website that it is a blending of two whiskies, one of which is a “flavouring whisky” that was aged in used bourbon casks. The final product has apparently been aged for 5 years.
For an entry-level expression, Alberta Premium has an impressive Meta-Critic Score – a just slightly below average 8.37 ± 0.51, based on 9 reviews. Could a mass-produced Canadian rye whisky really compete on that scale, across all whiskies in the database?
The tip-off that something unusual is going on here is the fairly large standard deviation above. Basically, two reviewers love it, putting it in the top ~15-20% of all their whisky reviews. One reviewer finds it about average. The rest didn’t care for it much – with four putting it in the bottom ~15-25% of all whiskies tasted. I describe a slightly more balanced example of this divergence phenomenon with the Glenfiddich/Glenlivet 18 year olds here. In the case of AP, I personally have to side with the majority opinion and consider this to be one of the least interesting rye whiskies I’ve tried.
That said, I don’t find anything seriously wrong with it. For me, many whiskies at this price point are marred by undesirable characteristics in either the nose or finish (and would most likely benefit from extended aging to help smooth out the base spirit further). Although Mrs Selfbuilt reports a distinctly chemical solvent smell and taste to AP, I find it to be relatively inoffensive (for this entry level class). I just don’t see what there is to recommend it. Given its somewhat bland nature, I can only presume AP is designed to appeal to those who plan to use it as a rye for mixed drinks (given its lack of a strong character, one way or the other).
But there is one thing that is distinctive about Alberta Premium – the distribution of bottle sizes. I recently did an analysis of Canadian whisky inventory at the LCBO. Like most entry-level Canadian whiskies, Alberta Premium is available in a wide range of bottle sizes. However, unlike the industry heavyweights, the distribution of sizes for AP is skewed to smaller-than-typical bottles. Here is a comparison to the entry-level expressions from Canadian Club (Premium/Classic) and Gibson’s (12yo/Sterling):
Most high-volume distillers offer their entry level products in patterns similar to Canadian Club (roughly equivalent numbers of different size bottles) or Gibson’s (weighed toward larger bottle sizes). AP differs in that it offers a proportionally large share of smaller sized bottles, at least in Ontario.
One possible inference from this is that the other makers already have significant market share, and are thus able to more easily sell large bottles of their product. In this interpretation, AP may be trying to get people to taste their product by offering it predominantly in smaller bottles. After all, you are more likely to take a chance on new product if it is in a small bottle at a lower price. Of course, the opposite interpretation would be that they may figure their best option to sell the stuff is by keeping the price particularly low to move inventory. 😉