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William Lawson’s rounds out the top six best-selling scotches in the world. In 2015, sales exceeded 3 million 9-litre cases. In 2011, the authoritative organization IWSR (International Wine & Spirit Research) recognized the company as the fastest growing among the top 50 global spirits producers.
Being included in the list of elite brands is a great success, as the selection criteria are very strict. A company applying for this status must sell more than a million cases worldwide and demonstrate an international presence, while at least 40% of sales must be in the main market. In recent years, William Lawson’s has strengthened its position in Latin America (Venezuela, Ecuador and Uruguay) and Eastern Europe, in particular in Russia.
Brand History
Unlike other brands of whiskey, named after the founder of the distillery, William Lawson’s brand is named after a man who came to work in an already existing company. In general, the personality of William Lawson is surrounded by secrets and omissions. Even the date of his birth is not known for certain: he was born in Scotland sometime between 1853 and 1859, and then moved to Ireland in search of a fortune and a job. In 1888, Lawson began working as an export manager for the Dublin firm of E&J Burke.
An ambitious employee has been successful in promoting the company’s products. As a reward for his loyalty to the firm, one of the most successful blends produced since 1849 was named in his honor. The bottle label was decorated with the name Lawson’s Liqueur Whiskey and Lawson’s personal signature. The fresh character made the whiskey extremely popular with those who were not fans of smoky scotch. In 1891, Lawson became a director of the firm, but was fired in 1903 for unknown reasons.
There were big breaks in the history of the company: production practically froze during the Prohibition in the United States. The plant reached its previous volumes only after the end of the Second World War.
Important dates in the history of the brand:
- 1849 is the year the brand was founded.
- 1923 – Transfer of production from Dublin to Liverpool.
- 1963 Acquisition of the Lawson trademark by Clan Munro Whiskey, part of the Martini & Rossi concern. The brand was renamed William Lawson’s to differentiate itself from competitors and avoid confusion with Dawson Distillers Ltd.
- 1967 – the company moves again to Scotland – to the town of Cotebridge in North Lanarkshire.
- 1972 – The company acquires the distillery Macduff Distillery, built in 1962 near the River Deveron. The distillery produces malt whiskey under the brand name Glen Deveron, which to this day forms the basis of William Lawson’s blends.
- 1993 – Rum giant Bacardi acquired Martini & Rossi, leaving it to manage the William Lawson brand and the Macduff distillery.
- 1998 – Opening of a new head office in the eastern part of Glasgow, in the Parkhead area. Until this year, Bacardi had only one Macduff distillery, but that has changed with the acquisition of John Dewar & Sons and the five distilleries formerly owned by Diageo plc. Today, the spirits produced by the distilleries Royal Brackla and Aultmore also participate in the formation of Lawson’s blends.
Stefanie McLeod, the seventh master blender in the 170 year history of John Dewar & Sons Ltd, and the first woman to hold this position, is responsible for ensuring that the blends and single molts produced are consistent with long-standing recipes.
Technology features
The heart of William Lawson’s blends is Glen Deveron malt whiskey, named after the River Deveron, at the mouth of which the MacDuff distillery is located. The plant uses an unpaired number of stills: 2 for the first distillation (wash stills) and 3 for the second (spirit stills). Whiskey is distilled here for three days instead of two, which provides a softer taste of the final product. The “necks” of the cubes are longer than usual and have several bends – according to the distillery workers, this is very important for the character of the whiskey. The result of a longer contact of alcohols with copper is a drink that does not burn the larynx.
The company’s website declares a fundamental position: “There should be nothing between a man and our whiskey. No peat tones. Smoky smell. The bouncer who says you’re wearing the wrong shoes. Something that will stop you from enjoying its bright, bold fruity aroma. Roasted grain taste. A hint of a juicy apple and a piece of toffee. But don’t take our word for it, take a sip. Or two.”
Awards
William Lawson’s:
- 2011 – Gold medal at the International Wine & Spirit Competition;
- 2013 – Gold medal at The Scotch Whiskey Masters;
- 2013 and 2014 – Silver medals at the International Wine & Spirit Competition;
- 2014 – the highest award of the Master at The Scotch Whiskey Masters.
William Lawson’s 13 Year Old:
- 2015 – Gold medal at The Scotch Whiskey Masters;
- 2016 – Silver medal at the International Wine & Spirit Competition.
William Lawson’s Premium Blended Scotch Whisky 13 Y.O.:
- 2013 and 2014 – Gold medal at the International Wine & Spirit Competition.
William Lawson’s Finest Blended Scotch Whisky:
- 2013-2016 – Silver medals at the International Wine & Spirit Competition;
- 2015 – Silver medal at The Global Scotch Whiskey Masters.
William Lawson’s Deluxe Blended Scotch Whisky 13 Y.O.:
- 2015 – Gold medal at the International Wine & Spirit Competition;
- 2015 – Gold medal at The Global Scotch Whiskey Masters.
Interesting Facts
In the spring of 2016, Bacardi-Martini BV announced an agreement reached with Russian spirits producer Synergy to move William Lawson’s whiskey bottling operations to Russia. It is believed that this is the first example when a world-famous scotch brand launched the localization of bottling and bottling of its product at the facilities of a Russian company.
William Lawson’s is known for its creative approach to filming commercials. One of them was a parody of the film “Basic Instinct”, and Sharon Stone starred in it with pleasure. In the second video, stern Scottish highlanders played petanque with cannonballs. For the third video, the actors who starred in it completely undressed in order to spectacularly ride horses against the backdrop of the harsh Scottish nature. The success of the entire advertising campaign was determined by the well-chosen slogan “No rules. Great scotch” – “No rules. Great Scotch.”
How to distinguish the original from forgery
Whiskey Lawson attracts with a combination of excellent taste and a fairly affordable price. As the popularity of the drink grows, the number of cases of falsification of brand products increases.
In order not to become a victim of fraud, you should carefully examine the bottle before making a purchase. The correct bottle should have distinctive features:
- raised inscription ESTP 1849 at the bottom;
- relief image of the coat of arms under the neck;
- coat of arms must also be on the label;
- the color of the authentic lid is black with a silver top.
Types of whiskey William Lawsons
William Lawson’s Finest Blend, 40%
Classic blend, with a sweet taste, medium strength. The blend, based on the 1849 original, is high in Glen Deveron malt spirits produced by the Macduff distillery. Scotch tape can be called the benchmark of the brand’s traditions – there is not the slightest hint of smoky or peaty flavor in the aroma and taste. Aged in bourbon and sherry oak barrels.
The first notes in the aroma are creamy malt, sweet spices, dried fruits, then hints of cocoa butter and oak are revealed. The taste is round, sweetish honey, with a hint of raisins, walnuts and allspice. The aftertaste is warming, slightly salty.
William Lawson’s 13 Year Old, 40%
Balanced blend based on 12-year-old William Lawson’s Scottish Gold scotch. An additional year of aging in charred bourbon barrels enriched the bouquet with fruity and chocolate hues, and brought the color closer to the tone of old gold. The aroma contains sweetness, notes of caramel, pecans, green apples, dandelion. Ripe fruit, creamy toffee toffee are distinguishable on the palate. Soft aftertaste, rich in nuances of coffee and biscuit.
In 2016, the whiskey won The International High Quality Trophy at the prestigious Monde Selection competition held in Belgium. This award is given to products that have been awarded gold medals for three consecutive years.
William Lawson’s Super Spiced, 35%
A drink created by blender Stephanie McLeod based on William Lawson’s Finest Blend whiskey. The blend is infused with a mixture of spices including nutmeg, cinnamon and vanilla, then maple syrup and apple juice extract are added to it. The aging is done in sherry casks. As a result, the drink acquires a caramel color and a spicy aroma.
The taste is creamy-sweet, turning into caramel and figs. The aftertaste opens gradually and ends with new sweet notes – candied orange and fudge. It can be drunk in any form: without additives, with ice, or used to create cocktails.
William Lawson’s 12 Year Old, 40%
A blend made using MacDuff’s Glen Deveron malt whisky. Scotch differs in the color of freshly pumped honey. The aroma is fresh, containing notes of malt, apple peel, manuka honey. The flavor starts with roasted peanuts and almonds. Further shades of yellow raisins and Morello cherries appear. In the aftertaste, the sweetness disappears, making room for butter and allspice.
