Blends have had something of a resurgence lately, gaining huge support from bloggers, writers and drinkers. They gained a less than positive reputation in the mid 90s as single malts increased in popularity and exclusivity; the latter highlighted their status as a sign of class and refinement whilst blends became the representation of the lowest common denominator, often priced as the cheapest brands on the whisky shelves in the supermarket. However, with long established brands such as Famous Grouse and Johnny Walker either starting to develop new whiskies or simply advertise existing products more effectively, higher priced, higher quality blends are now visibly supplementing these brand’s ranges and are being taken more seriously again.
In April 2010, as part of an April Fools’ campaign, KFC announced the Double Down sandwich in America. The idea was simple: KFC do chicken “well”; people wanted a chicken sandwich; so why not leave the bread out and use the chicken to sandwich bacon and cheese? Although it started as an April Fools’ joke, demand was so high that, less than two weeks later, they released the Double Down to a test audience. Response was overwhelming; in four months, they sold 10 million of these “tasty” beasts. They are now sold internationally. They took what they did “well” and decided to do it “better”.