New Scottish start up gets set to disrupt the market with new whiskey launch inspired by cult Glasgow novel
T Yildirim has officially launched a new Scottish blended whisky that he hopes will inspire a new generation of drinkers and will remove the stigma from those in the industry around blends.
Article Source: No Mean City
Last Updated: 12 November 2024 11:35
Image Credit: Martin Shields
T who has spent over 25 years working in the hospitality trade spotted a gap in the market for a blended whisky that can ‘hold its own as a dram’ but also that was versatile enough for inclusion in a cocktail.
Whisky is fast becoming a more popular spirit of choice, after decades of being regarded as purely a drink for ‘serious’ drinkers and a typically older predominantly male consumer. However as younger generations explore this complex spirit, and with the rise of celebrity drinkers and immersive curated experiences such as the Johnnie Walker Experience, it is clear there is an appetite and indeed a market for a cooler accessible whisky blend.
Yildirim has worked in collaboration with expert distillers Ian Macleod, who are renowned for their traditional and innovative approach and are the distillers behind Glengoyne, Tamdhu and Smokehead.
No Mean City Whisky is inspired by the cult-classic Scottish novel No Mean City, which captures Glasgow’s raw gritty 1920’s underbelly and the colourful characters that defined it.
No Mean City has already caught the imagination of an impressive array of Scottish bars and venues and will be stocked and retailed in over 20 bars and restaurants including Howlin Wolf, The Ben Nevis, Red Onion and Dockyard Social to name but a few.
Showcasing the brand’s intent to disrupt the blended cocktail market further, the Glasgow based start up have aligned with renowned mixologist Matt Lynn to create a series of limited edition cocktails, one of which puts a quintessentially Scottish spin on a classic Mojito, swapping the rum with No Mean City whisky and the soda for Irn Bru in this beloved class cocktail.
Commenting on the launch founder T Yildirim said: “The Glaswegian spirit is so gritty, bold and real, and it's captured perfectly in the book No Mean City. We don’t shy away from who we are, and neither does our whisky.
We are a blend, an extremely good one and I’m proud of what we have created. With No Mean City Whisky, we wanted to create something that appealed to a slightly younger crowd. The price point is accessible and the use of the blend within the cocktail means you get that lovely warming whisky essence, but its still very drinkable and enjoyable for those who are maybe exploring a little or who want to introduce their pallet to more complex whisky flavours.
One of the things I love about Glasgow and that is a very important strand for me in the development of No Mean City Whisky, is our flair and success within the arts and culture sector. We commissioned renowned Scottish artist Michael Corn to design the artwork for the whisky bottle and its a real showstopper on any bar shelf. It looks glorious and it tastes even better on its own or in a cocktail.
We really hope that we can capitalise and bolster a new generation of whisky drinkers, it’s our national drink and we want to evolve and tap into this dawn of whisky, where a blend is embraced for its versatility, to the bold to the brave, just like Glasgow’s spirit.”
For more info on No Mean City Whisky including their full cocktail lineup and online orders head to their website nomeancity.co.uk and stay up to date with all things social at @nomeancitywhisky.
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