M&H Distillery recently launched a limited edition (for now) of whiskey-soda cans in the RTD (Ready To Drink) category. The trend, still strong mainly in Far Eastern markets led by Japan, has started to spread into the Middle East in recent years. The COVID-19 pandemic played a significant role in accelerating this trend—no cocktails at your favorite bar? No problem. With a tall glass, ice, and a single can, you're set.
Allow me to take you back to the COVID era for a moment, even if you're not exactly nostalgic. At the beginning of the lockdown, M&H released its "Elements" series, including the "Elements Peated." Today, this whiskey is decorated with numerous gold medals from international competitions and is sold successfully in dozens of countries worldwide.
Returning to the pandemic: after a long, exhausting workday, when bars were legally closed, the distillery team took a DIY approach, experimenting with their own mixes. Out of all their interesting experimental blends, one stood out for its refreshing simplicity: "Elements Peated" with soda.
Enjoy Something ColdAs of September 2024, some still raise an eyebrow, wondering about the ceiling for RTD products in terms of taste and experience—and perhaps rightly so.
Some ask why a distillery, whose 'Elements Sherry' edition was named the best single malt in the world just last year, would now produce whiskey-soda in a can. A valid question, perhaps. But there are also those who simply enjoy it—and that’s certainly justified.
At a launch event in the heart of Tel Aviv, the new 250 ml cans, with 7% alcohol, were introduced, featuring the distillery’s familiar bull-bee logo in 3D. After a few sips, the logo might start playing tricks on your mind.
As for the weather, keep in mind there’s no real autumn here, so even though on paper the Israeli summer is behind us, its heat lingers like a drunk guest passed out on the couch—you just have to wait for it to wake up. That’s why enjoying something cold still makes sense, even in the months ending in "ber."
A Perfect SnackM&H’s "Elements Peated" combines two main types of barrels: Ex-bourbon barrels used to age peated distillates and ex-Islay barrels, smoky from the Scottish island, used to age non-peated distillates.
The result is a whiskey with a complex smokiness that, despite being mild to medium in intensity, manages to maintain interest on the palate. When soda is added, the fear is that the complexity might be lost, and with it, the appeal. However, in this case, there’s a certain trade-off: the soda may take away some of the whiskey’s sophistication, but it gives, well… fun.
The carbonation is on point, the whiskey is present with a subtle sweetness and light smokiness in the background, and even the size of the can somehow enhances the user experience. While the serving suggestion is a tall glass filled with ice, I preferred it straight from the can, chilled. That's just me—wild and free.
All of this took me back to the good old days of "third beer cans," which older readers will remember were once very cheap and affectionately called a "snack." Borrowing from those days to today, M&H’s new whiskey-soda cans make for a perfect snack.
What's Next?So far, only 5,000 cans of M&H’s lightly smoked whiskey-soda have been produced, making it a limited edition. What will happen after the 5,000 cans? Maybe another batch, or perhaps a different whiskey from the distillery will be chosen to star in a can?
We’ll keep waiting with thirsty throats and bubbling minds. In any case, the August heat is still passed out on our couch.