Cheers to Lidl’s $18 Whisky

    Lidl’s Queen Margot has been awarded a category win (Round 1) in ‘Scotch Blended 12 Years & Under’ in the World Whiskies Award. At just £13.49 ($17.98) the recognition makes it a great ad to your liquor cabinet.

    The World Whiskies Awards is an annual event that recognizes the very best in all internationally recognized styles of drinks. More than 40 international experts sampled whiskeys for the competition. The competition is presented by, an online resource for industry professionals.

    The Lidl Queen Margot Blend Scotch Whisky contains dried apricot and plum, which according to the retailer creates “a rich sweetness and depth of flavor” and is aged eight years in oak casks.

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    Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.