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Tasting For $30,000 Scotch Garners Free Advertising

Two bottles of The Balvenie Cask 191--a single malt Scotch priced at $30,000 per bottle--arrived under Brinks guard at a Toronto liquor store yesterday as part of a publicity stunt. One media specialist valued it as the equivalent of $300,000 in advertising because of the free articles that would presumably be written.

To the palpable delight of organizers, about 25 reporters and drinks critics dutifully showed up with uncommon punctuality to partake of a tutored tasting of the single malt Scotch, led by kilt-clad Balvenie brand ambassador David Mair.

The coverage will generate what fine beverage purveyors like to call a "halo effect" for the more widely available products in the Balvenie portfolio, such as the $60 (Canadian) Balvenie DoubleWood. To generate suspense, Mair began the tasting by "nosing" his way through a trio of more affordable whiskies. Then came the precious half-thimble pours of Cask 191, dispensed from a tray to the seated media.

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