This bottle really got me thinking: Should chill-filtering be taken into account in the Experience? While the visual cloudy element which is removed via chill-filtering would certainly fall into the same category as branding and being a fan of the natural mist would lead me to think the answer to my question is yes. However, I have only had one bottled whisky go cloudy in my experience and most people say the difference is in the taste. Therefore I have decided chill-filtering will have no effect on the Experience score, not that I am sure I really took it into account before though.
Anyway, sidetracked. It does have artificial colouring (which does affect the score negatively due to it is always interesting seeing the natural spirit colour) which is expected for consistency in this mass-produced blend.
The branding is classic even may go as far as saying it is iconic. Maybe more due to constantly seeing a bottle than brilliant branding but it certainly has its place.