La Maison du Whisky came up with an interesting idea: The Ten.
It’s a series of ten expressions, each representing a certain style of whisky rather than a region. It’s marketed as an “initiation” to Scotch whisky.
The bottles are ordered from light
(00, a single grain) over medium
(05, a sherried Speysider) to heavy
(09, a heavily peated Islay malt). The whisky comes from the Signatory Vintage stocks.
All of them are pretty young (2000 to 2005 vintages) so this time it’s really the style that makes the difference rather than the age. Priced from € 29 to € 46 or € 340 for the complete series.
As an introduction series, I think 50cl or even 20cl bottles could have been more successful (people would more easily buy multiple bottles to check the differences). Also, mentioning the distillery name instead of just the style and region would help starters to find their way in their quest for a great dram. Anyway, an innovative idea.