Laphroaig® Single Malt Scotch Whisky, distributed by Maxxium UK, proudly reveals a global packaging refresh to its award-winning whisky portfolio. The whisky’s new packaging, which is rolling out globally from this month, reflects the quality of the liquid inside and the rich history of the brand while making it easier for whisky enthusiasts to navigate the portfolio and identify their preferred flavour profile.
Michael Cockram, senior global marketing director, Beam Inc., says, “Laphroaig continues to be the world’s No.1 Islay malt whisky. Our decision to refresh the brand’s packaging has been taken with a great deal of care, given that the brand’s distinctive look has been so successful for many years. We believe the new look creates a modern evolution for the brand, reinvigorating the original design while educating consumers on the brand’s unique taste experience.”
Inspired by feedback from its Friends of Laphroaig community, the packaging features a new label with iconic colors and a typeset that creates a warmer shelf appeal complemented by imagery reflective of the more than 200-year-old distillery. An image of the Laphroaig distillery nestled quietly along the Islay bay remains the focal point of the traditional tube packaging. The subtle redesign follows a successful 2012 performance with continued growth for the brand.
Cockram adds: “After listening to consumer feedback, we believe this redesign will bring greater visibility and appeal, providing a more defined brand personality that resonates with our fans.”
The new packaging is scheduled to roll out in key Laphroaig markets, including the United States, United Kingdom, Germany, Sweden, Australia and Japan.
• Laphroaig is the No.1 selling Islay Single Malt Scotch Whisky globally
• Unmistakably peat-smoke flavours are delivered by burning local Islay peat, containing unique traces of seaweed and heather.
• One of only a few distilleries that still uses traditional malting floors and dries and infuses its own malt with the thick blue smoke from old peat-fired kilns.
• The Friends of Laphroaig programme keeps fans of the brand up to date with special offers and news from distillery manager, John Campbell. On signing up, members are allocated their own square foot of land on Islay, and their names are added to the members’ book in the friends lounge at the distillery. Members who visit the distillery are invited to collect their ‘rent’ – a dram of Laphraoig. The community comprises more than 540,000 like-minded Scotch fans from more than 190 countries.
Issued by The BIG Partnership on behalf of Laphroaig
For further information please contact: Sarah McDonald or Sarah Bailey at The BIG Partnership on 0131 555 5522 or email: firstname.lastname@example.org or email@example.com
Please enjoy our brand responsibly. www.drinkaware.co.uk
Highland Park 25 year old, distributed by Maxxium UK, was awarded the first ever 100-point score, along with the Chairman’s Trophy for Best of Category, by judges at Ultimate Beverage Challenge’s fourth annual Ultimate Spirits Challenge held March 11-15, 2013, in New York.
Highland Park went on to achieve four more finalist entries all 95 points and above, in the prestigious trophy sweepstakes with Extraordinary, Ultimate Recommendation for 30 year old (97 points); 12 year old (96 points); 18 year old (95 points) and 15 year old (95 points). In addition, Highland Park Thor, the first edition of the stunning Valhalla Collection, achieved 94 points, with the judges classing it as ‘highly recommended’.
Gerry Tosh, Global Marketing Manager for Highland Park, said: “To be the only ever recipient of the 100-point score in the history of the Ultimate Spirit Challenge is a great honour for Highland Park 25 year old. We’re thrilled that the judges, all respected commentators in our industry, have selected Highland Park for this accolade in the presence of a strong array of competitors. The fact that Highland Park was also represented so strongly across the board is very significant and allows us to maintain our award winning reputation.”
More than 70 companies from 30 countries around the world entered the Ultimate Spirits Challenge. The judging panels, which included many of the world’s most famous distilled spirits authorities, authors, and buyers, rated the distillates on a 100-point scale. The judges named 33 Ultimate Spirits Challenge Chairman’s Trophy winners and 151 finalists.
Highland Park 25 Year Old 2013 has an ABV of 45.7% and is available at selected whisky retailers at RRP £201.08.
For more information on Highland Park, visit www.highlandpark.co.uk
For further information, please contact:
The BIG Partnership, Sarah McDonald/Laura Hutchinson
0131 557 5252
Notes to editors:
About Highland Park
Established in 1798 on Orkney, Highland Park is one of the most remote Scotch whisky distilleries in the world. For over 200 years, the distillery has combined time old tradition and the very best craftsmanship to achieve perfection. Its range of 12, 15, 18, 21, 25, 30 and 40 year old single malts is consistently acclaimed by connoisseurs and experts. Highland Park has won a string of prestigious awards across its portfolio, most recently including category winner at the 2011 World Whisky Awards for its 25-year-old single malt and ‘Best Whisky in the World 2009’ for its 21-year-old expression in the World Whisky Awards, as well as four double gold awards in the San Francisco World Spirits Competition 2009.
Highland Park 18 year old was named Best Spirit in the World by American drinks expert Paul Pacult in Top 115 Spirits, Spirit Journal 2009 and 2005.
Five keystones contribute to making Highland Park:
q Hand-turned malt adds to the deliciously succulent, balanced layers of aromatic character found in Highland Park
q Aromatic peat gives a delectably seductive, luxuriant floral sweetness to Highland Park Single Malt Scotch Whisky
q Cool maturation enhances the smooth character of Highland Park Single Malt Scotch Whisky
q Sherry oak casks contribute to the distinctive richness and multi-dimensional complexity of Highland Park
q Cask harmonization ensures consistency and balance in Highland Park
Now stocking over 800 variants of whisky with even more available to ‘order in’ on their online whisky shop.
The Macallan, distributed by Maxxium UK, has today unveiled The 1824 Series, a range showcasing two of its greatest strengths; oak sherry casks and natural colour.
Grounded in an unwavering commitment to sourcing the very best oak sherry casks, the most expensive in the industry, The 1824 Series showcases the signature style of The Macallan, embracing the defining elements which have made it one of the world’s truly great single malts.
Bob Dalgarno, The Macallan Whisky Maker, has created four expressions by identifying the natural colour formed during maturation in different casks types to create the character informed by these colours. The expressions are Gold, Amber, Sienna and Ruby, all names reflecting the actual colour of the whiskies in the range, but also describing naturally occurring mineral and metals.
This innovative approach to whisky making is the first to derive the final character from the natural colours drawn into The Macallan from the oak sherry casks over the years of maturation. It has allowed Bob Dalgarno to assess the broadest range of casks delivering an unrivalled range of natural colours. The casks chosen for the range deliver a gradation of colour from light to dark, with the wood character defining each expression’s flavour, moving from lighter, lemon citrus to richer, dried fruit notes. As the whiskies become darker and richer, so the pool of casks able to deliver this character becomes smaller and rarer.
Bob Dalgarno, Whisky Maker, The Macallan, said, “The Macallan world of colour is the true inspiration of the 1824 Series. Using colour to drive and define a whisky differs dramatically from the conventional age approach, allowing us to explore different casks and take a more flexible approach to our stock. We have been able to work creatively with the full range of matured stock available, rather than working to a pre-determined character based on age. For me, the key thought in this range is that a great single malt doesn’t need to be 30 years old to taste like a 30 year old.”
By drawing on his broadest range of skills in cask selection, Bob has been unshackled by the need to draw on casks selected first and foremost for their age. His expert skills ensure consistency through the effective management and selection of the casks which provide the spectrum of natural colour and character essential to The Macallan.
Commenting on this latest innovation, Ken Grier, Director of Malts, Edrington, said “As some 60% of the aroma and flavour of The Macallan derives from the oak maturation casks, this new range is a genuine opportunity to demonstrate the critical role of these exceptional casks and also to challenge perceptions about bottling at arbitrary ages. Taking colour as the basis for shaping these whiskies, an industry first, is testimony both to the innovative approach to whisky making and to the long experience of our Whisky Maker. This truly is Bob’s work at its very best.”
Peter Sandstrom, Marketing Director, Maxxium UK said: “The Macallan 1824 Series is the perfect combination of two of the most influential factors which make this single malt whisky amongst the most distinctive and desirable, namely oak sherry casks and natural colour. It is testament to our great relationship with Edrington that Maxxium UK is the first market to debut this exciting new range.”
The Macallan Gold (RRP £36), The Macallan Amber (RRP £45), The Macallan Sienna (RRP £66) and The Macallan Ruby (RRP £120) will be available at selected whisky retailers.
Issued by The BIG Partnership on behalf of The Macallan: www.themacallan.com
For further information
The BIG Partnership, Sarah McDonald or Laura Hutchinson
0131 557 5252
Please enjoy our brand responsibly www.drinkaware.co.uk
Scotch Whisky sales have declined by 12% in the UK over the last five years since the introduction of the alcohol duty escalator.
UK sales volume has dropped from 102 million 70 cl bottles of Scotch Whisky a year in 2007 to 90 million bottles in 2012. At its annual general meeting in Edinburgh yesterday, Scotch Whisky Association (SWA) members discussed the negative impact of the duty escalator and the tax treatment of Scotch Whisky by the UK government.
The duty escalator was introduced in March 2008 by then-Chancellor Alistair Darling, with duty being increased by 2% above the rate of inflation each year. The exception was this year’s Budget when the duty escalator was removed from beer and the beer duty was cut. As a result, drinkers of a dram are now paying 48% more duty than a beer drinker, distorting the alcoholic drinks market in the UK. The SWA described last month’s Budget decision by Chancellor George Osborne as “an unfair and incomprehensible blow to Scotch Whisky”.
Industry members expressed concern that calls for an end to the duty escalator on Scotch have been dismissed by claims that UK tax does not hamper the industry as it sales are primarily overseas. The UK, however, remains the third most important market for Scotch Whisky producers, accounting for 7% of global sales volumes. Some 80% of UK sales are south of the border.
The SWA is calling for the duty escalator on Scotch Whisky to be scrapped to support, rather than penalise, the industry which boosts the UK economy. The industry supports 35,000 jobs across the UK, many in economically challenged areas.
Gavin Hewitt, chief executive of the Scotch Whisky Association, said:
“Scotch Whisky can only be made in Scotland and is vital to the UK and Scottish economies. It is time the UK Government started treating the industry more fairly in its domestic market. The duty escalator penalises ordinary people at a time of economic pressure, increases the inflation burden, depresses the industry when the Government says it wants to stimulate economic growth and sets an unwelcome tax precedent for other governments to follow in taxing Scotch Whisky exorbitantly.
“There is no justification for spirits being taxed more heavily than beer. After more than half a decade, the Government should review the duty escalator rather than maintain the mantra that it should run for the remainder of this Parliament. The escalator will further depress the volume of sales of Scotch Whisky in the UK.”
The 5.3% increase in spirits duty in this year’s Budget led to a 47 pence rise in the average price of a standard 70cl bottle of Scotch Whisky from £12.42 to £12.89. Total tax, including VAT and excise duty, now accounts for 80% of the price of a bottle of Scotch Whisky in the UK.
Of the European Union members states only Ireland, Finland and Sweden have higher taxation on spirits than the UK.
In the five years to 2012 the volume of Scotch Whisky exports has increased by 10% from 1.1 to 1.2 billion bottles a year. Such success overseas in contrast to a decline in sales in the UK shows the detrimental impact of government policies on the domestic market.
For further information please contact Rosemary Gallagher, SWA communications manager on 0131 222 9230/0743 260 5385 email firstname.lastname@example.org or Campbell Evans on 0131 222 0231/07768 002 262 or email email@example.com
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