Single malt Scotch whisky brand Mortlach is launching a new “special strength” variety targeted especially towards the travel retail channel.
Mortlach special strength is a 49% ABV whisky, “drawn from a complex combination of first fill, refill and re-charred American and European oak casks”. Available from the beginning of this year for a price of £75, it features “a complicated yet harmonious mix of vanilla and mature oak underscored by roasted aromatics and a long and deeply affecting finish”.
According to brand owner Diageo, it “is presented in a striking and iconic contemporary-style bottle, inspired by the golden age of engineering in which the liquid was born”. Its launch will be supported by a giveaway campaign of crystal glass tumbler sets with every purchase, and a “bespoke” sampling campaign at London Heathrow and Dubai international airports.
The company is also releasing new 18-year-old and 25-year-old whiskies. Diageo marketing director Peter Fairbrother said: “We are incredibly excited to launch Mortlach special strength in travel retail. Premium whisky, in particular single malt Scotch, is causing real excitement in duty free with travellers seeking out unique whiskies that they can only pick up on their journeys. With its rich heritage, unique distillation process, bold flavours and striking bottle, we’re confident whisky and travel enthusiasts across the globe will enjoy discovering this new special strength variant.”
Mortlach brand ambassador and Scotch whisky expert Georgie Bell claimed that the travel retail channel could provide a platform for the brand to reach new consumers: “Along with its extraordinarily distinct flavour, the richness and authenticity of Mortlach’s heritage is what really sets it apart,” Bell said. “Thanks to this travel exclusive variant, this single malt will now be enjoyed by more than just a handful of privileged connoisseurs.”
© FoodBev Media Ltd 2024