It's a lovely scotch that for some reason does not have the popularity enjoyed by other blends like it's younger brother Black Label. Not sure why this is the case. Here's a theory:
Johnnie Walker Green Label is priced in the same vicinity as many 10 and 12 year old single malts. The typical consumer heads into the liquor store and will want to maximize value for money in a purchase. Operating on the assumption that single malts are always superior to blends, he or she selects the 10 or 12 year old single malt over the vatted malt or pure malt scotch whisky, Johnnie Walker Green. Accordingly, sales of this vatted malt are weaker than say Black Label that has no such single malt equivalent competition.
There is some anecdotal support for my theory. The liquor corporation that owns all liquor stores in my area has chosen to 'delist' (government speak for a halt on future orders) as they too believe customers are opting for the 10 and 12 year old single malts in the same price range. Accordingly, I have started hoarding the remaining bottles available in my area . . .
So, who buys Johnnie Walker Green? People who have stumbled upon it by accident or those who wondered what the other Johnnie Walker bottlings taste like. That's how I discovered it. Of course, there is also the category of customers who know Johnnie Walker Green to be better than many of the single malts at the same price point. I think the company, Diageo, should consider increasing marketing of this wonderful product and maybe tackle head-on the assumption that 10 and 12 year old single malts are better. Such a premise is often not true. As you know, just because a scotch is a single malt does not necessarily mean it is better than a blended scotch, particularly this vatted malt.
Glenfiddich 12 years, Glenkinchie 12 years, Glenlivet 12 years, Auchentoshan 12 years and Glendronach 12 years are clear examples of single malts that pale in comparison to Johnnie Walker Green Label. Green Label offers a nicer nose, and a greater complexity of flavors. Just add a little water (ie. one teaspoon) to a shot to bring out the complexity of flavors.
Frankly, I think Green Label is better than Blue Label.
Diageo, if you are out there and reading this post, take note, this is one consumer that wants to see this brand marketed more heavily to ensure its continued existence. My great fear is that one day Diageo may stop making this great vatted malt. A marketing campaign with a logo like "Green Label - A Vatted Malt that Beats Single Malts!" or something to that affect would be great and effective in increasing sales and thereby enabling me to continue to enjoy this wonderful spirit.
Cheers!
Jason Debly
Copyright © Jason Debly, 2009-2012. All rights reserved.
P.S. Diageo totally ignored my suggestion in this post and instead have discontinued this diamond of a malt. I discuss this terrible development here.
You're on fire lately, Jason! Woot!
ReplyDelete-Yochanan
Based on this review I picked up a bottle after a brief trip to the USA at the duty free. Really good price compared to the LCBO. I'm not much of a blend drinker, but there are a few that I enjoy. This is now one of them! Jason, had it not been for this blog post I would have completely overlooked the JW Green thinking it to be "a malt for the masses". I was very interested to see the pedigree of this malt and was impressed with the inclusion of Talisker and Caol Ila - two of my favourites.
ReplyDeleteAs I side note I was also able to get a bottle of Caol Ila 12 and suggest you take a look at it. I'd describe it to sit between the smoothness of Lagavulin and the spiciness and brightness of Talisker.
Glad you like it! I really think Johnnie Walker Green Label is a dark horse always overlooked in the JW line up.
ReplyDeleteUnfortunately, I believe in Ontario the liquor stores (LCBO) will no longer be carrying this vatted malt. I am unsure as to what the reason is. It could be poor sales, or maybe Diageo has chosen not to sell it in Ontario but rather in the Far East and Russia where they can mark it up higher.
Nevertheless, the US market still has it.
I will certainly give Caol Ila 12 a try if I can locate a bottle. I am in New Brunswick and the state controlled liquor store doesn't carry it. So much for living in a free market place . . .
a good blended dram... higher than old parr....
ReplyDeletethis particular blend is intended for those people regularly drinking single malts...
I originally picked this up at the US/Canada duty free and was quite impressed. I happened upon an LCBO bottle last week ($58), but it was the only one on the shelf. So, it might still be available in very rare cases.
ReplyDeleteHi Justin! Great to hear you were impressed by it. I dread praising and recommending a scotch or whisky only to learn that a reader was quite disappointed. So far, that hasn't happened to my knowledge.
ReplyDeleteI believe that if you go to the LCBO website they indicate that this product has been delisted. Why? I don't know, but that is also the case in New Brunswick.
Anyway, I have picked up a total of six bottles in recent months as once this is sold out where I live it won't be coming back.
Again, glad you liked it!
Just bought of bottle of this.. hopefully its as good as the review, in the UK here, it was on sale 20pounds for 700ml. looks like i got a deal:D
ReplyDeleteThis is a great whisky. To my palate, the Talisker in here is obvious. I agree that it's better than Blue, which makes Blue's price more nuts than it already is. That said, I don't think it makes sense to compare or equate this to blended whiskies, as it contains no grain whiskies, though I'm guessing that's what people are doing and why it's not selling. I like its complex, yet easy-drinking style. It's a good go-to scotch when I can't decide what I want. BTW, similar in style to this, and less expensive, is Lombard's Driftwood. The Lombard is not as creamy, though.
ReplyDeleteHello Anonymous! Thank you for giving this vatted blend a chance. I don't think it will disappoint. If it does, please post your impressions.
ReplyDeleteHello Robert! The only reason I compare Green Label to Blue Label is that I want to make the point that the former is superior to the latter. The fact that Blue Label contains grain whisky may be explained by the fact that the aim of Blue Label is to create a scotch whisky in the style of the times of John Walker of the 19th century. In those days, grains were used. In any event, it is the price of Blue Label that simply has no connection to the whisky. Green Label is great value for money but just lacks the marketing dollars. Maybe because the profit margins are bigger on Blue Label.
Thanks for posting!
Excellent review Jason
ReplyDeleteYou have clearly explained a major reason for people not picking a great scotch like Green Label.
I think that Green is better than Gold and Blue and is more value for money. I also think that more art might have gone into blending some great malts to come up with Green Label...rather than blending malts with grain....I might be wrong here though.
JW is promoting all their products through tastings in the US these days...I went to one recently and got a few friends hooked to green. Its ok if they dnt spend too many marketing $$...it might keep the price down.
BTW- do you know of any other good blended pure malts like Green...I have just had green and wanted to try more.
For me, the fact that one of the best value in the scotch world is not available in Ontario, is rteason enough to support privatization of the LCBO. JWGL is great stuff, well above any 12 yo and actually better than many 18 yo and I will just name the same as you: Glenlivet, Glenfiddich, even Dalwhinnie, etc... It is certainly more of an easy drinking style than either Caol Ila 12 and Talisker 10. BUT better than the Blue Label? Sure guys, you must be joking. With that off my chest, if you like Talisker and also have a bottle of the GL around, try mixing about 1 part Talisker to 4 parts GL. For my pallate, it's better than either.
ReplyDeleteTudval, seriously, I do believe that Green label is better than Blue. I had a full bottle of Blue that I tasted over two months and it just was not as interesting as Green. Of course, that's my opinion only.
ReplyDeleteI really tried to ignore all the marketing crap surrounding Blue and the cachet that attachs to that brand and did a gut felt analysis, and yeah, Green is definitely better.
Blue is for people who want something totally inoffensive, pleasant and assured of smooth taste. They think the more they pay the better it must be. Simply not true.
Part of the reason Blue is so expensive is that the ingredient whiskies are quite old. You're paying for age (although there is no age statement). I rather pay for taste.
Anyway, I agree LCBO should be privatized, but hey we don't really live in a democracy.
I've recently gotten interested in Scotch and found your blog. I picked up a bottle of 12 yr Glenlivet that I enjoy. Today, I see that Costco in California has a coupon for Green Label. $43-$10 coupon = $33. Based on your enthusiasm, I think I'll pick one up.
ReplyDelete$33 for a bottle of Green Label is a steal! You will not be disappointed. I prefer Green any day over Glenlivet 12 and the 12 is a good whisky. I am sure you will enjoy it!
ReplyDeleteI was very Very fortunate in that I tried some Red label at a wedding reception. It made me think there may be something to scotch. I went to the Liquor store having no idea what to get. GL was on sale. I tried it and have been hooked on scotch since. I have tried gold black and red. Eh. I think the grain whisky ruins them. At some point I think vatted malts will become cool. I'll be glad when it gives us more options and I'll be glad I knew how good JWGL was before someone told me I should.
ReplyDeletei first tasted green during our last christmas party in the office, when an officemate brought his bottle. during that time, i failed to feel and experience the "complexity" of the flavor because i was putting too much ice on it. however, after several research on how to drink scotch whisky the proper way, i tried again this time doing it correctly and i was so amazed. you're reviews are such a great help. since then, i am so hooked to JW green label. great whisky!
ReplyDeleteif i had the chance, i would love to venture into single malt. but right now, i am crazy with blended. thanks!
brian from the philippines
Green Label on the rocks is one of the most enjoyable drinks I've ever had. I would love to see the product return to Ontario. Great article!
ReplyDeleteJust picked up a bottle of Green Label today and intend on trying it later this evening. I do enjoy reading your posts and getting better ideas of things I would like to try. Lately I've been drinking HP 12 and it is excellent, but I wanted to give something else a try and this sounds like it will be a nice change. I'll be sure to post my thoughts on it later. Keep up the good work.
ReplyDeleteI quite enjoyed the Green Label. It does have the right amount of peat to it. This was the only thing I was concerned about with it, but it was just enough. Very nice. All in all the Highland Park 12 yr still holds my heart (although I want to try the 15 at some point too), but I'm glad to have it in my collection. It's a nice option to have to change it up a little.
ReplyDeleteGL is back at the LCBO, but it's priced at about $75 now, where it used to be < $60.
ReplyDeleteTo the one who said they picked up this JW bottling for $33: wow! I payed just shy of $60 for my most recent bottle, and consider that still a nice value.
ReplyDeleteJason, so I just sampled my first JW Green yesterday, and wow, highly impressive. I think there actually was truth to the box art depicting the four core malts, how Cragganmore was called "the heart"- it truely shines through a lot in Green label. An excellent honeyed dram with just enough peaty, peppery oomph and a pleasing but not overpowering smoke.
I noticed this one needs a while to open up, with some water helping that some. I was underwhelmed at the start, but was relieved to see it improve and improve, and improve some more. Cheers!
-Yochanan
Yochanan, I am glad to hear that you are enjoying it. I agree that even at $60 a bottle, it is still fairly priced.
ReplyDeleteAgain, as I have said many times before, I consider Green Label to be the best of the Johnnie Walker line-up (Red, Black, Green, Gold and Blue).
Cheers!
Jason, thanks again for your recommendation. I've enjoyed it thoroughly thus far. My bourbon buddies didn't like it but that just confirms their poor taste. I look forward to trying your other recommendations.
ReplyDeleteZebster,
ReplyDeleteThank you for taking the time to post your impressions. Your friends may come around in time. If not, more for you, and if there was ever a scotch to hoard for oneself, this is the one.
Cheers!
You're welcome. Though I'm not very good at articulating what I taste, I did do a write-up on BoSox Tavern that you're welcome to comment on.
ReplyDeleteHi Jason just tried adding a dash of water, wow what a difference. I liked it already but with the water it just come alive. Great tip. Cheers from Australia.
ReplyDeleteHello Australia!
DeleteLots of readers there and in New Zealand.
Water is a funny thing. It works wonders on some whiskies, while others it serves only to dilute or degrade the flavors.
A bit of water works well also in Glenlivet 18 and Cragganmore 12.
Cheers!
It was JW Green that got my taste buds primed and curious- hungry even- for good whisky- I learned lots from this blend- Love it- It's beautiful-- Love too how it combines elements of what I like in whiskies from the different regions of Scotland-- I found Green very addictive- Black too- Green was the 2nd JW I tried after Red- Then I tried Black- That's all the JW I've tried- Loved Black for different reasons- Green and Black compliment each other- for me- Hope they keep Green on shelves- It's delicious
ReplyDeleteKeith,
DeleteI consider Green Label to be the best of all offerings in the Johnnie Walker line up: Red, Black, Green, Gold and Blue.
You are gonna have to try 'em all at some point.
By the way, I like how your paintings incorporate images and figures of pop culture.
Cheers!
Wow, really? Green as the best? I've been drinking the Blue and Gold for the past 10 years. I get them duty free each year in Puerto Vallarta or the Turks. Last year got a Blue Liter for $160 American. Went back to the Turks this year. Just got back and got a bottle of Gold 750 ml for $64 American. Still have a quarter of my Blue left. You seem to know your Johnnies. I'll give "Greenie" a try!
DeleteJohnnie Boy, you try Green and then let me know. I wanna hear your opinion because you like Blue and Gold.
DeleteAs you probably know, Diageo has stopped production of Green Label so if you see it, grab it.
You say that if it JWGL were priced above mid sixties level that you would rather pay for an 18 yo. Well, around here JWGL is $75 and only sold in one store. What would be your recommendations for good scotches in that range. Glenfiddich 15 was $77 or so, I believe.
ReplyDelete-Blake
I do not know where you live so it is hard to guess what kind of pricing you are up against, but here goes a wild stab of what I suspect are same and cheaper maybe that would make me opt for the single malts:
DeleteGlenlivet 18
Highland Park 15
Glenkinchie Distiller's Edition
Oban 14
Glenfiddich 15 Solera
GlenDronach 15
Check out the prices on the above. Please note the above suggestions are different flavor profiles too (like sherried).
Well, like I said Johnnie Walker Green is $74, and Glenfiddich 15 was around $77. I did, however, see that they had HighLand Park 12yo for $54 and Highland Park 15yo for $64. Which I remember a post of yours talking about the 12yo and it appeared to be a really good price so I got the 12yo. to check it out.
ReplyDelete-Blake
Unfortunately, as you may have heard, Diageo is discontinuing Green Label. My own guess is that it's because of the lack of popularity you commented on, but also because they can make more profit with using their 15 year-old stock in a more premium/expensive product, while continuing to remove age statements from bottles (like Double Black, and Blue).
ReplyDeleteI also thought it was being discontinued, but have not read any substantive confirmation of same. If you know of any articles or links on the web about this, I would appreciate you letting me know.
DeleteI suspect it is being phased out over time because a lot of the marketing material does not mention green label.
That being said, it is available in Ontario and at Costco in the US. So, again if you know of any authority for this view, lemme know
Unfortunately, it is being discontinued - check out the newsrelease at the site below:
ReplyDeletehttp://www.themarketingsite.com/live/content.php?Item_ID=19025
It is available in Ontario, at $75 a bottle (approx), and the LCBO hasn't yet tacked a 'Limited Supply' or 'Product Discontinued' notice on it, so it should be available for the majority of 2012 (one hopes). Just had my first dram of GL on Friday last week at our St. Clynelish's Day Party (where we also had a bottle of Clynelish 1993/2010 Distiller's Edition), and was quite impressed.
Thanks Dan for the link.
DeleteI am really disappointed to learn of this. I will definitely post on this topic.
I think it is repulsive that Diageo is cutting out this remarkable blend. Its sad to see that pleasing shareholders and improving the numbers of the bottom line come before just making great whisky for the paying consumer. I love this blend,I need to stock up!! Great articles btw!!
ReplyDeleteJason: Just sipping on some Green Label ( with a few drops of filtered water) as I check out some reviews. I've bookmarked your page, as I appreciate your comments. I pay $73 or so in BC, but I realize it won't be around much longer, so plan to stock up on one or two more bottles.
ReplyDeleteI first tried it over 2 years ago, when I found some in a small store in Laos for about $35. My friend in Bangkok refused to even try it, he's such a single malt snob. His loss. I love this whiskey. I currently have about ten different single malts at home, but this one is as enjoyable -- and in some cases, better than -- many of them. In my opinion.
Coincidentally Jan, I was drinking some Green Label last night too. Still enjoy it thoroughly.
DeleteAs for your single malt snob friend, a simple way to fix his wagon is to do a blind tasting and tell him they are all single malts and have him choose which one he likes best. I've had a few such friends eat crow when they realize they like Green Label the best.
Jason, Our whiskey group just made a move to acquire our first-ever joint purchase of multiple cases of the same product: seven cases of JW Green. We all like it fairly well. We negotiated a deep discount at a big retail store, which put the per-bottle price under $41. We're now calling JWG-15 our "fulcrum bottle", and we'll make it available in every session as a standard point of reference for the near future. At the worst case scenario, we have three years covered, and more optimistically, many more. JK
ReplyDeleteFunny coincidence as a member of our whisky club was also thinking along the same lines.
DeleteI think you are well armed for a while and consider yourself lucky your club is nowhere near mine, as you might risk being raided!
Hi Jason,
ReplyDeleteI recently came across your blog with the wonderful reviews and wanted to express my appreciation and thanks.
I been drinking Scotch for a while now, but have always limited myself to JW since my first bottle was the Green Label as a gift and after that first few sips, I have not stop drinking it since. My house has a few bottles of each of black, green, gold and blue; a big fan time and time again.
Recently, I decided to venture to single malts and do some exploring. Hence reading the internet and came across your site and of course, I based of the reviews against my personal affection to the Green, Gold and Blue labels. I find you comments meaningful and very articulate. The best is when you provide us with great comparisons so newbie’s like me know how it differs or allow an alternative.
You assessments are spot on and very helpful. Great work.
Cheers.. Tony
Thanks Tony!
DeleteThere may be drams you find more interesting, or are more in tune with your specific palate, but this has to be the most perfect scotch I've ever had. The balance is amazing. It does everything one could ask. I am totally bummed that this is going to be dis-continued, and hope to keep some healthy perspective and not let this take on mythical properties as the years roll on and the possibility of tasting it grows fainter and fainter....
ReplyDeleteWell, as you know, this is one of my all time favorites, I mean in the top five. All I can say is buy as many bottles as you can find before they disappear from stores. While no more is being produced, there is probably enough in the current supply line making it available for another 6 months. Buy it up!
DeleteAs an alternative that is similar and is a core malt, you might try Cragganmore 12 years.
So...Today I was across the river in NH, and I stopped in the State Store. There was a nice little pile of JW Greens for $49 each. I thought to myself "You know this stuff is going extinct, right? Why torture yourself by falling in love with it??" So I walked past it and around the store a bit picking up various other bottles, trying to avoid eye contact, but I kept glancing over my shoulder at those lovely green boxes...I swear, they were whistling at me. Your words kept coming back to me....top five...top five...top five...Well, of course I gave in and now I'm home having my first dram as I write this. First thing: your recommendation to add a bit of water is KEY. It really opens it up, then the flavors start "popping". Second thing: Great, great stuff, man. I think I might have to drive back across the river. The sirens are calling....
ReplyDeleteI think there are the "Liquor Barns" on the side of the highway in NH that have quite a few bottles too.
DeleteI just opened another bottle and it did not disappoint. It really is a pity that it will disappear shortly.
There is an alternative though. One of the core malts of Green Label is Cragganmore. Cragganmore 12 is available and very similar to Green. An interesting experiment would be to take a 2/3 oz shot of Cragganmore and mix in 1/3 oz of Talisker (another key malt of green) and see what it tastes like.
Sounds like a side by side taste test is in order! I have both Cragganmore 12 and Talisker, so I'll have to give your home blend idea a try! Thanks for the tip!
DeleteThe more I think about it, I would add the Talisker very gradually, like half a teaspoon to a standard shot of Cragganmore. A little Talisker, I suspect, will go a long way!
DeleteJason, We're watching the price gouging on JWG15 continue here, as supplies begin to dry up around town. Saw $59 US yesterday at my usual small shop, up $7 in two jumps since July. No longer seen at any local big chain grocery stores. Two big box liquor chains have it pegged on the shelf at $56 but online at $47 (?!). If anyone's wanting a few last bottles, it's probably time to move on the decision. JK
ReplyDeleteJason,
ReplyDeleteThanks for the heads up on the discontinued green label. Looks like I will grab a bottle for 55 dollars and stash it with my Parker's Heritage Bourbon. any others I need to stash away ?
The Cragganmore is awesome and loved the Glenlivet 18. Thanks again.
Cheers,
Russell
Most of the other recommendations I made to you are widely available. I think when get a bottle of Dalwhinnie, you will be impressed too.
DeleteJust started to put more interest in Whisky. Yesterday in opened my green label and was surprised by its taste. Today (as I type:) ) I've opened my blue label. And I quickly came to the conclusion that I to prefer the Green. Glad to see I haven't lost my mind and others with more developed taste feel the same way. A shame to see its going away. But they are still around. Sounds like a good investment?
ReplyDeleteIve come across two bottles of Johnie Walker GREEN Label one labeled THE ART of pure malt and the other THE ART OF MALT is there a difference ?
ReplyDelete