http://www.thefinnieston.com/
"The Finnieston celebrates whisky's great heritage and your right to drink it how you please. Specially blended to benefit from mixing, The Finnieston has just the right balance of quality malt and grain to create a drink that is neither overpowering or weak-kneed when mixed with any number of other things."
They've created a whisky (through blending others I assume, as oppose to distilling their own) that is designed to be mixed with other drinks. On one hand, I can understand this. The cocktail market is booming (though perhaps not as much as 5 years ago) and whisky sales are consistently rising. Is this therefore of benefit to the market and is something that is worth looking at? Or instead, should we (and I'd say that most of us with an interest in this thread are probably more purists than not) ignore it and scoff at their foolish gimmicky ways?