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Single Malts SINGLE MALTS: The Glenlivet and Glenmorangie are two classic brands adjusting their portfolio and packaging to stretch their appeal to a new generation of whiskey drinkers without OLD IS NEW AGAIN losing current fans. THE GRANDDADDY OF FINE SCOTCH WHISKY AIMS TO STAY RELEVANT AND FRESH BY JACK ROBERTIELLO sk most people in the Scotch whisky keep people interested in you in the total whiskey cat- business for their opinion about egory which is cluttered with new things, the expecta- American whiskey innovation, and tion from the consumer and the trade is you almost have you’re likely to get a bit of a “Been to be bringing out new releases,” says Michael Giardina, there, done that” in response. Brand Marketing Director for Glenfiddich. “If you’re A not innovating in the category today you’re probably It’s not that the changes in American whiskey don’t impress going to fall behind.” or encourage Scotch single malt producers—distillers are an af- Rather than argue their place in spirits as innova- fable clan of mutual admirers, and they are generally pleased tion pioneers, established Scottish distillers are rising to that, with whiskey boundaries being broken at all levels. It’s just the challenge, and embracing it as a chance to expand that perhaps the “new” whiskies are not so novel. their reach. As Caulfield notes, the current market “rep- “We’re extremely excited about the innovation taking place resents a huge opportunity for The Glenlivet to forge across the category and the impact that has on how consumers unique and meaningful connections with an increas- and trade perceive single malt Scotch,” says Patrick Caulfield, ingly diverse mix of consumers.” Brand Director, The Glenlivet. “Innovation is driving 50% of total category growth.” PERPETUAL INNOVATION “This is a great time to be a whiskey drinker—there are tons Single malt producers have a right to feel that they’ve of innovations, and in order to stay relevant as a brand and to been waiting for the world to catch up to their whis- The Glenlivet Packhorse cocktail // Rachel Barrie, key tweaks. Barrel finishes? Glenmorangie who makes BenRiach, The GlenDronach and broke that barrier as a successful commer- Glenglassaugh, believes “there is a quest for flavor more than ever before” among whisky drinkers. cial concept almost 30 years ago. Smaller // The Macallan has released a steady stream barrels? Laphroaig Quarter Cask has be- of limited editions; Classic Cut, the Exceptional Single Cask Collection, 50 Years Old and 1977 come a steady performer. Barrel-proof? Fine & Rare are among those that sold-out. // Countless limited time offerings from dis- Glenmorangie distillery tillers including Glenlivet, Ardbeg, Ab- erlour and many others. Unusual ingre- dients? Back to Glenmorangie and their malts. “While North American whiskey Signet, made with dark chocolate malt. continues to grow and provide a chal- Still, the whiskey renaissance here lenge for Scotch, we see that many of the continues to recruit new consumers, and new Scotch offerings that don’t have the For The Glenlivet, experimentation it pushed producers to try new things, traditional look and are attracting a new includes the Nàdurra Peated Whisky says Stephanie Jacoby, Vice President of generation of drinkers,” says Jacoby. Cask Finish and Founder’s Reserve, which Scotch, Diageo North America: “This Consumers, parched for new ways to Caulfield says has been the best perform- new generation of whisky drinkers is sip their drams, will continue to push for ing innovation within the category in branching out across brands and taste new flavor twists, most agree. Says Sam the U.S. in the last three years. Recently profiles, inspiring Scotch brands to offer Leotta, Brand Director Americas for The they also launched The Glenlivet CODE, products that do not conform to the tradi- Macallan, “The unprecedented increased with no cask information or tasting notes, tional look and feel of the category.” demand for single malts is something the challenging customers to “Unlock the Classically, whiskey consumers tended entire industry has been facing, which has Taste” through a digital experience. to stay in their lanes, with some bourbon in turn driven a new age of innovation Diageo has turned its attention drinkers eventually migrating to single for all producers. Moving forward, the in- to one of its less well-known malts, malts. But the new whiskey drinker is dustry will have to continue to innovate, Mortlach, with three new editions considered promiscuous and open, and while also recruiting new consumers into released this summer—Mortlach that has opened the doors earlier for the category and the brands.” 12-Year-Old, 16-Year-Old and 20-Year-Old. And this fall we CREATIVE LIMITS? will see Diageo’s annual Special But Dr. Bill Lumsden, Glenmorangie’s Di- Releases collection, composed of rector of Distilling, believes there are lim- ten rare single malts. its: “There are only so many things we can do and still legally call ourselves Scotch malt whiskey. Because of that, ourselves, THE NEW WHISKY William Grant, Diageo and others have probably already done it or are in the DRINKER IS CONSIDERED process of doing it. But I will continue to PROMISCUOUS AND OPEN, push the boundaries as far as I can.” That means innovations like last year’s rye AND THAT HAS OPENED cask-finished Glenmorangie Spios (Scots THE DOORS EARLIER FOR Gaelic for spicy), the ninth release in the Private Edition range. SINGLE MALTS. SINGLE MALTS Dr. Bill Lumsden oversees a wide range of the 21 Year Old is also labeled Rum Cask, experimental projects at Glenmorangie. // Fire & while the 15 is the Solera. Sort of like kill- Cane is Glenfiddich’s newest innovation—a mix of peated and unpeated malts finished in rum casks. // ing two marketing birds with each expres- Bunnahabhain is among those distillers adding new sion. They’ve also created their Experi- expressions while also retooling their classic age- statement bottling. // The Dalmore portfolio offers a mental Range, just joined by Fire & Cane, mix of finishes and ages. a mix of peated and unpeated whiskies finished in rum casks. Stablemate The Bal- venie has seen growing popularity for its ant, BenRiach especially seems poised to Caribbean Cask 14 Year Old, and recently emerge with a reputation for something introduced a second vintage of its The Barrie calls “maltology, typically described Balvenie Peat Week 14 Year Old. The Dal- as a the ways whiskey gathers tastes that more has developed a potent mix of Age The Macallan expressions have are greater than the sum of the parts.” Statement and Non-Age-Statements; for proliferated to the point of deserving The whisky tide has lifted some of instance, this year The Dalmore Portwood a scorecard—Sherry oak, double cask, Scotland’s newer distilleries, such as Isle Reserve joined the likes of the sextuple- triple cask matured, and other limited of Arran Distillers, opened in 1995 as the wood King Alexander III and 18 Year Old. lines. Even when sold out, the prestige only whisky producer on the island. Last associated with such limited editions century’s vision is now yielding dividends, MIX IT UP adds to The Macallan’s reputation. in the form of a classic 10 Years Old, a Caulfield, like Lumsford and Jacoby, also new 18 Years Old, plus the official Robert credits the cocktail renaissance for finally UNDERDOGS ACHIEVING Burns whiskies, which tap into the leg- developing a taste for malts, introducing This search for the new and the different endary national poet of Scotland, whose even more new drinkers to its particular also benefits brands not recently among the birthday is now recognized as a reason to flavors. Not only are drinkers in general top performers in the U.S.—Glenfarclas, celebrate the Scotch culture worldwide giving malts a try earlier than in the past, BenRiach and Glenglassaugh, now every January. but more women seem to be gravitating to owned by Brown-Forman, are expected Scotch, say many marketers. to be seen more now that the owner’s AGELESS WONDERS Two issues are of significant impor- distribution capabilities are employed. Reports on how non-age statements are tance: stocks are limited and, as Lumsden Rachel Barrie, Whisky Maker for Ben- being accepted are mixed—it’s an inno- points out, if China continues to develop a Riach, The GlenDronach and Glengl- vation forced by success, the by-product taste for malt and if India relaxes tariffs, the assaugh, says playing with peat, casks, age of distillers proactively taking pressure off pressure on supply will be vastly increased. and maturation methods is now de rigueur, short stocks of aged whsiky. As Lumsden Meanwhile, amid the steady hum of especially for new consumers. “The con- says, the more they are tasted, the innovation, distillers will need to keep sumer wants to know more and better the market understands the an eye on their hard-fought reputation seeks out more interesting prod- concept, but still, no single variant for high-quality whisky. “Innovation is ucts, and it appears to me there is has broken out, Giardina says: “Age certainly a way to spur interest and re- a quest for flavor more than ever still holds a lot of importance in this cruit new drinkers to the brand, however before,” she says. With peated market. Most top sellers are age state- I’d argue that it’s still more important to and non-peated ranges, a col- ment whiskies.” maintain the quality and handcrafted lection of barrel finishes as well Glenfiddich has managed their character our fans have come to expect,” as a limited triple-distilled vari- age statement core range with a twist; says Giardina.
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