Marketing 22
Edrington UK Announce New Podcast
Edrington UK launches ‘The Stillhouse Podcast’ – Hosted by Becky Paskin
London – 22 May 2022, Edrington UK, the UK’s number one whisky and cognac supplier, will launch a podcast series – The Stillhouse Podcast – hosted by UK spirits expert, Becky Paskin. Featuring guest appearances from key figures at the heart of the drinks and hospitality industry, listeners can expect engaging conversations centred around the value and opportunities of the dark spirits category.
Grounded in insight from Edrington UK’s 2025 Category Vision, the podcast will not only shine a light on the category but also aim to inspire growth through conversations around consumers, serves and occasions.
The Stillhouse Podcast will initially feature nine episodes based on the nine growth drivers identified in Edrington UK’s Category Vision. Each episode provides a forum for education and conversation around growing this category through more people, more often and for more. Whether this is through attracting new consumers, inspiring discovery and experimentation, or extending repertoires, each episode will unearth how and why key occasions and moments act as a driver of opportunity for dark spirits. The podcast will also provide digestible advice and tips from those at the coalface, to inspire businesses across the on- and off-trade.
The first two episodes in the series will be available from 22nd May and will welcome Jamie Campbell (Brugal UK Brand Ambassador) and Lauren Anderson – Smedley (Drinks Experience Trainer and Host from Waitrose & Partners), as well as Anna Sebastian (Hospitality Consultant) and David Miles (Senior Whisky Ambassador, Edrington UK). Becky will bring the experts together to discuss ‘On My Terms’, how to empower consumers to drink dark spirits however they like it, encouraging exploration and experimentation. Whereas ‘Me Moment’ is an episode all about how dark spirits can tap into consumer desires for smaller, more regular moments of indulgence.
Fiona Alder, Head of Portfolio and Planning at Edrington UK, says:
“We’re excited to be launching The Stillhouse Podcast in partnership with Becky Paskin, who has a wealth of category knowledge and is passionate about making dark spirits accessible to all. At Edrington UK, we continue to invest heavily in understanding consumers, shoppers, and customers. Our aim is to support businesses across the on and off-trade to unlock the dark spirits category by showcasing the opportunities for incremental category value. As leaders in the dark spirit category, we wanted to be the ones to ignite and be at the centre of the dark spirit conversation; launching our Category Vision as a podcast series is the perfect format for this.”
Dark spirit expert and host of The Stillhouse Podcast, Becky Paskin says:
“Over recent years, we have seen consumers rapidly adapt to discover varied and new ways to enjoy dark spirits in and out-of-home and it’s time to take a deep dive into what’s driving this and how we can drive this further value.
“I’m delighted that Edrington UK asked me to host The Stillhouse Podcast – a platform, or home as you will, to shine a light on the category and create a welcoming space for real conversations with industry leaders.”
Insights shared in the podcast will be led by Edrington UK’s newly developed Category Vision – a framework grounded in insight from each consumption moment. It brings together the results from a bespoke ‘usage and attitudes’ consumer survey, combined with extensive research and insights from the UK’s leading dark spirits experts.
The first episode of The Stillhouse Podcast will be available to download from Spotify and Itunes and will go live on 22nd May. Follow @thestillhousepodcast to keep up to date with The Stillhouse Podcast and its upcoming episodes.
A CELEBRATION OF THE HEBRIDEAN ISLE OF RAASAY:
ISLE OF RAASAY DISTILLERY REVEALS NEW LIMITED-EDITION WHISKY, FULLY MATURED IN EX-MANZANILLA CASKS
11th May 2023, London: The Isle of Raasay Distillery has unveiled a new limited-edition expression in celebration of winning the coveted Tourism Destination of the Year Award at the Scottish Whisky Awards 2022.
The new ‘Distillery Exclusive – Tourism Destination of the Year’ is inspired by the rugged yet beautiful windswept Isle of Raasay, with the team choosing a unique blend of sherry and ex-Manzanilla Pasada casks to achieve a salty maritime note within the whisky that encapsulates the island’s climate. Overall, this maturation process delivers a whisky which is lightly peated with notes of chamomile, almonds and salted caramel and has an ABV of 63.5%.
Co-founder and Master Distiller, Alasdair Day said: “The Isle of Raasay is a very small rugged, windswept Hebridean island that lies off the East coast of Skye. An island off an island. With all of our spirit being matured on Raasay in our warehouses there has been a lot of discussion about our maritime climate and how this may influence the flavour characteristics of our maturing whisky. It was with this thought in mind, combined with the tradition of maturing Scotch Whisky in sherry casks that we selected a small quantity of ex Manzanilla Pasada casks for our Isle of Raasay Single Malt to mature in.
“Manzanilla is a very dry sherry, similar to Fino, made in the same way but at the port of Sanlúcar de Barrameda next to the sea and not inland in Jerez. This results in a salty maritime note in Manzanilla which is not present in Fino sherry. It is this note that we were looking to promote in this very special release of our Isle of Raasay Hebridean Single Malt. It combines our maturation by the sea with the maritime influence of the Manzanilla sherry.”
Only 2,500 bottles of ‘Distillery Exclusive – Tourism Destination of the Year’ will be released which will be exclusively available to their online whisky club and at the Isle of Raasay Distillery from 17th May 2023 with a retail price of £95.
THE MACALLAN’S LATEST ADDITION TO FOLIO SERIES: THE STORY OF THE BOFFINS BAFFLED
The Macallan has revealed the next instalment in the iconic series that celebrates the classic advertising campaigns of the brand – Folio 7.
The seventh release from The Macallan Archival Series highlights a campaign from 1984, telling the quirky story of a curious party of scientists who were invited to the Distillery to taste The Macallan single malt whisky for the first time.
The animations created for the campaign depict the scientists visiting The Macallan Distillery and enjoying a signature dram while discerning why whisky ages best in sherry seasoned casks. They are seen to be sniffing and sipping the amber-gold nectar in awe of their new discovery, before they depart in a flurry to investigate further the magic they have tasted.
First released in 2015, The Archival Series was created to commemorate The Macallan’s legendary print, press and film advertising campaigns of the 1970s, 1980s and 1990s. By gathering the stories, anecdotes, drawings and photographs that featured as part of the campaigns, the series of individual releases showcases how The Macallan grew from a remote farmstead on the River Spey to become a world-renowned whisky recognised for its incomparable craftsmanship and creativity.
Art Director, David Holmes and Copy Writer, Nick Salaman were tasked to bring the brand’s essence to life in the 1984 advert. On hearing the account of scientists visiting The Macallan Estate, David and Nick, together with illustrator Mary Hogan (Nee Roberts), created an advert with exquisite verve, The Boffins Baffled, now re-imagined once more in Folio 7.
Euan Kennedy, Lead Whisky Maker, The Macallan, said: “Crafted to pay tribute to the magic and curiosity of The Boffins Baffled advert of the 1980s, Folio 7 is a captivating single malt whisky which truly reflects the iconic status of the artwork it celebrates.
“Offering a fruity nose of apple and pear, raisins, milk chocolate and orange peel then give way to vanilla and baked fruits on the palate, leaving a long, creamy finish with warm spices. With its interesting flavours, Folio 7 offers a unique way to experience The Macallan and one of its most unforgettable advertising campaigns from decades past.”
The Macallan Folio 7 features an ABV of 43% and is priced at £350. It is accompanied by a special booklet commemorating the brand’s vintage advertising, presented in a beautiful book-shaped tin. Folio 7 will be available for sale from April 2023 when a ballot opens through The Macallan Online Boutique, as well as from The Macallan Estate Boutique and selected global travel retail Boutiques.
For further information visit www.themacallan.com
Much Awaited Sherry Oak From Laphroaig
Laphroaig® Unveils 10 Year Old Sherry Oak
London, 23rd March 2021: Beam Suntory’s Laphroaig is excited to announce the launch of 10 Year Old Sherry Oak – a new take on its iconic single malt, and a welcome addition to the core range – available from Monday 12th April at The Whisky Exchange, Whisky Shop and Master of Malt.
Finished in Oloroso sherry casks for twelve to eighteen months, this new expression combines the unforgettable flavour of the Laphroaig 10 Year Old with the sweet and aromatic flavours of the sherry casks. Each cask has been carefully selected to compliment the distinct taste of Laphroaig, adding a complexity and balance which is sure to excite Laphroaig lovers everywhere.
Laphroaig Sherry Oak shines an auburn and tawny colour, and has a rich, full bodied flavour. The marriage of casks creates notes of Manuka honey, bacon, and maple syrup, alongside the classic smoke, seaweed, and hint of salt that Laphroaig is known and loved for. As with all Laphroaig expressions, the finish is long-lasting, sweet, and spicy.
Since 1815 Laphroaig has been creating premium single malt Scotch whisky, and the new Sherry Oak finish presents a new flavour profile for lovers of the Islay-distillery’s unforgettable flavour. For the discerning whisky lover, who is drawn to Laphroaig as the most richly flavoured of all Scotch whiskies, this is a must-have cabinet addition.
John Campbell, Laphroaig Distillery Manager, has said “We are so excited to announce the release of our unique and premium expression, Sherry Oak, taking our iconic Laphroaig 10 Year Old and finishing it with the sweet flavours of Oloroso sherry cask. This is a perfect accompaniment to any whisky collection and a celebrated addition to the Laphroaig range.”
Tasting Notes
Nose:
Sweet and peaty with medicinal notes, Manuka honey, with strong clove aroma but also grilled smoky bacon, a distinctive character of sweet leather, iodine, and pine tar.
Palate:
Sweet and aromatic, with rich wax and furniture polish notes followed by treacle toffee, maple syrup, bitter dark chocolate combined with oak shavings, pine needle and cedar scented wood.
Finish:
The finish is long sweet and spicy with chestnut honey and antiseptic aroma lingering.
Colour:
Tawny, Auburn.
Maturation:
European Oak Oloroso Sherry Finished + Refill Oloroso Sherry matured + American Oka ex-Bourbon Matured.
Serving:
Best served neat, with ice or a drop of water.
ABV:
Bottled at 48% ABV
£65 | 48% | 700ml
Available from The Whisky Exchange, Whisky Shop and Master of Malt
Campaign Success for Laphroaig Single Malt Whisky
LAPHROAIG’S UNFORGETTABLE TASTE CELEBRATED IN NEW INTEGRATED CAMPAIGN
- New above the line campaign ‘You’ll always remember your first Laphroaig’ aims to encourage drinkers to experience the unique flavour of the world’s most divisive single malt.
- Capturing the genuine public reactions of their first sip the TVC will appear across broadcast, video on demand, and other digital platforms from 26 October.
2nd November 2020: Laphroaig, the UK’s number one peated single malt*, has announced the launch of a new fully integrated above the line campaign. It is aimed at capturing the unique reactions of consumers attempting to describe the smoky flavour of this iconic Islay single malt.
Basking in the divisive, yet unforgettable, taste of Laphroaig, the campaign will appear across broadcast TVC (30”) with social and digital media (15”) going live from 1 December.
‘You’ll always remember your First Laphroaig’ is the next chapter of Laphroaig’s Opinions Welcome advertising campaign and the idea that everyone has their own, often unexpected but always unique reaction to this whisky. The new creative plays on this concept via the coming together of first time Laphroaig drinkers.
Filming genuine members of the public across a variety of ages and backgrounds, each individual is handed a bottle and glass and invited to enjoy their first sip. Beginning with trying to pronounce the name of the infamous liquid, what ensues is a variety of facial expressions that range from hesitant and unsure, to full-blown dislike, pleasant surprise and deep love for the taste – each perfectly capturing the experience without the need for words. The film concludes with two of the brand’s newest and biggest fans fervently nodding and proclaiming their newfound love for Laphroaig.
Perfectly articulating Laphroaig’s personality in a way that transcends traditional whisky advertising, the playful yet honest persona positions the experience of drinking a Laphroaig as a memorable one, no matter the outcome.
Nick Ganich, Head of Brands, Edrington-Beam Suntory UK said, “The idea that Laphroaig isn’t for everyone is what makes it such an iconic and inclusive brand. You may love or indeed dislike the taste, but what is certain is that drinking Laphroaig is a deeply personal experience that elicits great emotion and often debate amongst our customers and consumers.”
Jim Robinson, Managing Director, Warp & Woof said: “Bringing this core part of the brand’s personality to life through the campaign has been a lot of fun and something we believe will encourage thousands of soon to be die-hard fans to discover Laphroaig.”
The campaign will also feature as part of Video on Demand through Sky Go, ITV and All 4 and in a variety of formats across both Instagram and Facebook. Furthermore, it will stretch across UK retail and e-commerce outlets featuring Laphroaig’s “Opinions Welcome” gift packs in the lead up to the key Christmas period.
To find out more about the campaign or Laphroaig more generally visit www.laphroaig.com. Alternatively subscribe to the Laphroaig UK YouTube channel or check out Facebook and Instagram for updates and news.
*Nielsen / CGA MAT Combined Sept 2020
