THE MACALLAN REACHES GENTS VIA THE MACALLAN LIFESTYLE LOUNGE IN HARRODS
The Macallan single malt whisky, distributed by Maxxium UK, has reported strong consumer engagement and sampling figures after the launch of The Macallan Lifestyle Lounge experience in the windows of Harrods. The luxury whisky brand took over windows five and six on Brompton Road from 2nd – 10th July and created a gentleman’s lounge in the window display of the world’s most famous luxury department store. The sampling activity kicked off with an exclusive event showcasing some essential skills every gentleman should master led by Maxxium’s Mixxit team; including a master class by Wayne Collins in the art of creating a classic whisky cocktail, The Macallan Old Fashioned, and a tutored session from David Miles on how to expertly nose and taste a whisky. The space was created to celebrate the award winning The Macallan 1824 Series, with over 1,000 consumers sampling the Series’ four expressions; Gold, Amber, Sienna and Ruby over the course of nine days.
Consumers explored the whiskies via style pillars, each perfectly designed to represent the four single malts through the world of fashion, grooming and lifestyle. To complete the experience The Refinery, London’s luxury Grooming Emporium for men, was on hand to offer complimentary treatments such as wet shaves, hairstyling and massages. Peter Sandstrom, Marketing Director at Maxxium UK, commented: “We wanted to create an experience for consumers to engage with The Macallan in a very different environment and one that reflected the brand’s luxury credentials. With Harrods as the perfect host, The Macallan Lifestyle Lounge achieved great stand out, intrigue and interaction with consumers passing through. With a high trial to conversion rate it’s important we allow people to taste The Macallan for themselves. Sampling is therefore a key part of The Macallan’s investment plan, which will allow us to grow the brand’s popularity and introduce new consumers to whisky. Venturing into the world of men’s lifestyle through The Macallan Lifestyle Lounge provided us with an excellent platform to do just that.” www.themacallan.com l www.twitter.com/The_Macallan l www.facebook.com/TheMacallan l www.instagram.com/the_macallan www.drinkaware.co.uk Issued by The BIG Partnership. For more information please contact Laura Hutchinson/Stephanie Sarafilovic at laura.hutchinson@bigpartnership.co.uk/stephanie.sarafilovic@bigpartnership.co.uk or 0131 557 5252
Whisky Directory Listings Available Now
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THE FAMOUS GROUSE RELEASE LIMITED EDITION COMMONWEALTH GAMES WHISKY FOR GLASGOW 2014
As the official whisky provider to the Glasgow 2014 Commonwealth Games, The Famous Grouse has released a limited-edition single malt to mark its sponsorship of this momentous sporting event.
This special bottling will see the release of just 1,800 bottles of Glenturret 1986 Cask Strength single malt whisky, making this a true collector’s edition.
The Glenturret single malt is one of the core ingredients of Scotland’s favourite whisky and is made at Glenturret Distillery, the home of The Famous Grouse Experience. Commenting on why he handpicked this particular single malt whisky Gordon Motion, the Master Blender, said:
“We are extremely proud to be the Official Whisky of Glasgow 2014 and wanted to mark this momentous occasion with what we do best – whisky.
When deliberating what to release it became apparent that Glenturret 1986 was the ideal choice and very timely. Glenturret is not only integral to The Famous Grouse blend but this particular batch was laid down to age in oak casks 28 years ago, the very year when the Commonwealth Games last visited the home of Scotch whisky.
This exceptional whisky gives off notes of fresh mango and passion fruit to nose with sweet honeycomb and ripe melon to taste.
So why not, pour a dram, raise a toast to Glasgow 2014 and be part of something famous.”
This deluxe 28 year old single malt whisky will be presented in a bespoke gift box that tells the story behind the whisky and its connection to the Commonwealth Games and will be available from high-end specialist retailers priced at £150 (RRP).
The whisky brand’s sponsorship of the Commonwealth Games builds on their strong sporting links, working with the Scottish Rugby Union (SRU) as their official whisky partner for over 24 years. More recently it announced its sister brand, Ginger Grouse, as the Official Pint Partner of endurance race, Tough Mudder.
The Famous Grouse limited edition Commonwealth Games whisky is available from mid-July. Like us on Facebook to find out stockists facebook/thefamousgrouseuk. It is also available to purchase from www.thefamousgrouse.com.
The Famous Grouse (www.thefamousgrouse.com)
• The Famous Grouse is the no. 1 whisky in Scotland and no. 4 standard blended whisky worldwide (IWSR data 2012).
• The Famous Grouse has been the best selling whisky in Scotland since 1980.
• The Famous Grouse is exported to over 100 countries.
• Created in 1896 by founder Matthew Gloag, it was originally called The Grouse Brand.
• The brand became so popular that on August 12th 1905 it was renamed The Famous Grouse.
• The Famous Grouse Experience is located at Scotland’s oldest working distillery – Glenturret. Originally established as a single malt distillery in 1775, today The Famous Grouse Experience is the most visited distillery in Scotland.(www.thefamousgrouse.com/experience)
For further information, interviews or photography re: The Famous Grouse please contact: Mhairi De Luca / Ruth Minto, The BIG Partnership Tel: 0131 557 5252 / Email: Mhairi.deluca@bigpartnership.co.uk / ruth.minto@bigpartnership.co.uk
Maxxium UK launches another UK first: Limited edition Jim Beam Maple
14 July 2014: Maxxium UK is introducing further innovation into the American whiskey category and reinforcing Jim Beam’s market leadership status with the launch of the first ever maple-infused bourbon in the UK.
Launching this month is limited edition Jim Beam® Maple, an innovation that will drive the appeal and accessibility of bourbon, recruiting new consumers to the category.
Jim Beam Maple is made with 4yr old Jim Beam bourbon whiskey, slowly infused with maple to produce the perfect balance of sweet warm maple and bourbon. Bottled at 35% ABV with a retail price of £19.99, Jim Beam® Maple is aged in oak barrels and is perfect on its own, chilled or mixed in long serves.
Jim Beam Maple will raise visibility for the category and brand, reinforcing Jim Beam’s position as the world’s #1 bourbon and strong reputation for innovation. Already this year Maxxium UK has launched Jim Beam Signature Craft, a premium bourbon aimed at connoisseurs and experienced bourbon drinkers looking to try something new.
Maxxium UK’s Marketing Controller for Imported Whiskey, Eileen Livingston says: “We are excited to expand our Jim Beam portfolio and create a further point of difference with this innovation. Jim Beam Honey was the first-to-market honey-infused bourbon and now with Jim Beam Maple we will again stir up fresh interest and broaden the appeal of bourbon amongst young adults who may not previously have considered bourbon.”
For more information, please contact: Jennifer Cirillo or Simone Harvey
Tel: 020 8544 6917 or e-mail: j.cirillo@lime-pr.co.uk, s.harvey@lime-pr.co.uk
HIGHLAND PARK DELVES INTO ITS DARK ORIGINS FOR MAJOR NEW RELEASE
Highland Park today announced the launch of a new core expression inspired by the cunning spirit and courageous personality of its founder, Magnus Eunson.
Establishing a secret bunker in the hills of High Park in Orkney, Magnus ‘Mansie’ Eunson became a famed dark distiller back in the late 1700s, creating whisky for the people of Orkney to offer relief from the villainy of the tax collector. By day he worked tirelessly in his church providing spiritual guidance to the people of Orkney, but in the dead of night, he hand crafted what was to ultimately become the best spirit in the world, warming hearts and uniting all who tasted it.
Dark Origins, a stunning, non-chill filtered single malt with an ABV of 46.8%, will start to appear on shelves in July and roll out internationally throughout autumn 2014.
It uses twice as many first fill sherry casks than in the classic Highland Park 12 year old resulting in a naturally darker, richer flavour with sherried spice, a chocolate twist and the signature sweet smoke fans of the Orcadian elixir have come to know and love.
Highland Park is one of the few distilleries not using distiller’s caramel and so Dark Origins takes its natural colour from the interaction between spirit and cask which Highland Park believes consistently rate amongst the best casks in whisky.
Gerry Tosh, Global Marketing Manager, said: “Cask management is so very crucial to our work at Highland Park. We have strived to raise the bar, working tirelessly in sourcing the right wood and then working and finessing the balances to ensure we create single malt that is rich, warm and enticing in flavour. Dark Origins sits in the heart of our core range complimenting them perfectly – distinct in itself, but always and forever a classic Highland Park.”
The tasting notes:
Colour: Rich mahogany
Nose: Sherried spice and ripe bananas combine with toasted hazelnuts and baked apple
Palate: Well-balanced, dry peat at first mellowing out to maraschino cherries, warm dark chocolate entices the palate
Finish: Enduring sweet smoke
Dark Origins will be exclusively available from Harrods from 1 July – 14 July at an RRP of £64.95. It will be available from specialist independent whisky retailers, at the Highland Park distillery and www.highlandpark.co.uk thereafter.
To learn more you can follow us on https://www.facebook.com/HighlandParkWhisky, on Twitter @HighlandPark and on Instagram on @highlandparkofficial
For more information
The BIG Partnership
Sarah McDonald / Laura Hutchinson
0131 557 5252
Sarah.McDonald@bigpartnership.co.uk / Laura.Hutchinson@bigpartnership.co.uk
Please enjoy our brand responsibly www.drinkaware.co.uk
