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  1. #1
    Virtuoso
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    Non-chill filter

    Last we discussed this was 2008 in Non-Chill-Filtering
    http://www.straightbourbon.com/forum...ead.php?t=9424

    Why are we still doing this. Many example showed that it is better not to and has a better taste profile.

    Just odd, are they not listening or not learning. Or I am missing something.

    Like my work, to offset perhaps customer perception dealing with potential particulates or precipitate floating around?

  2. #2
    Guru
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    Re: Non-chill filter

    Most consumers at this point aren't willing to accept their whisky taking on a cloudy, milky appearance when it gets cold.
    We're Bourbon Geeks, it's who we are, it's what we do.

  3. #3
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    Re: Non-chill filter

    Quote Originally Posted by squire View Post
    Most consumers at this point aren't willing to accept their whisky taking on a cloudy, milky appearance when it gets cold.
    What Squire says holds indefinitely true,we are the 1%er's and what people don't understand won't be readily accepted by the mass markets.
    "To deny our own impulses is to deny the very thing that makes us human."
    Larry Wachowski

  4. #4
    Enthusiast
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    Toronto, Canada
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    Re: Non-chill filter

    Quote Originally Posted by squire View Post
    Most consumers at this point aren't willing to accept their whisky taking on a cloudy, milky appearance when it gets cold.
    This was true with scotch at one point but it is changing. Burn Stewart malts (Deanston, Tobermory, Ledaig & Bunnahabhain) as well as Bruichladdich, Ardbeg & Arran have been (almost) exclusively non-chill filtering their whiskies. Maybe expectations will drift over to the general bourbon consumer at some point.

  5. #5
    Connoisseur
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    Re: Non-chill filter

    Quote Originally Posted by squire View Post
    Most consumers at this point aren't willing to accept their whisky taking on a cloudy, milky appearance when it gets cold.
    Quote Originally Posted by Frodo View Post
    This was true with scotch at one point but it is changing. Burn Stewart malts (Deanston, Tobermory, Ledaig & Bunnahabhain) as well as Bruichladdich, Ardbeg & Arran have been (almost) exclusively non-chill filtering their whiskies. Maybe expectations will drift over to the general bourbon consumer at some point.
    The average Joe Scotch drinker isn't buying any of the brands you quote, and the "almost" part is important - even some of those that have jumped on the NCF bandwagon DO chill-filter their "entry-level" offerings exactly for the reason Squire states.
    The BIG Scotch brands (Macallan, Glenlivet, Glenfiddich, Balvenie, 99.99% of blends) chill-filter pretty much everything - including most of their limited edition offerings.
    Last edited by portwood; 09-02-2013 at 06:30.

  6. #6
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    Re: Non-chill filter

    I remember how long it took for the term 'Single Malt' to catch on and I expect chill filtering will eventually gain the same level of acceptance. I also think those of us interested in such things will remain less than 10% of the buying public.
    We're Bourbon Geeks, it's who we are, it's what we do.

  7. #7
    Virtuoso
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    Non-chill filter

    Quote Originally Posted by squire View Post
    Most consumers at this point aren't willing to accept their whisky taking on a cloudy, milky appearance when it gets cold.
    I love it when this happens. Even my non-bourbon drinker love this. And these are friends who mixed PVW15-pre09 with Coke previously but now drinking good bourbon straight or with ice.

  8. #8
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    May 2013
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    Louisville, KY
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    Re: Non-chill filter

    i agree. im not for doing something if it doesnt need to be done. i dont need my coffee filters bleached, i dont need chill-filtered whisky, i dont need food coloring added to my key lime pie to make it green (for those who dont know, its actually yellow).

  9. #9
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    Re: Non-chill filter

    Lime ain't green? Like I said, consumer expectations.
    We're Bourbon Geeks, it's who we are, it's what we do.

  10. #10
    Connoisseur
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    Apr 2013
    Location
    Columbus, IN
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    750

    Non-chill filter

    I think it should be taken a step further. I would love to see NCF plus more barrel proof offerings, especially in the rye department.

 

 

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