ON-PREMISE HANDBOOK ON-PREMISE HANDBOOK For over a century we’ve stayed true to our Five Rare Crafts, making whisky the old way—the right way—the handcrafted way. We still grow our own barley and we still malt by hand on our traditional malting floor—the last of its kind in the Scottish Highlands. Our resident coppersmith keeps a careful watch over our stills, and our team of coopers ensures each cask is in perfect condition. And as he has for over 50 years, our Malt Master, David Stewart, presides over every aspect of the maturation process, making alchemy out of spirit, wood and time. OUR HOME-GROWN BARLEY OUR MALTING FLOOR We grow and malt our own barley. We sow Our grains are turned by hand. We’re barley annually on our 1,000-acre farm, one of only a handful of distilleries Balvenie Mains. We always have and we in Scotland to operate a working always will. malting floor. OUR COOPERS OUR COPPERSMITH Our casks—and our coopers—are Having our own coppersmith ensures paramount to our taste. Toasted just the tools he uses to sweeten the still— enough, but not too much. That’s the art a process of collecting and boiling just form perfected by our coopers, who ensure the right sum of juniper branches— the flavour is just right while keeping stay in top condition. everything wind and watertight. OUR MALT MASTER An unmatched definitiveness. That’s what sets Malt Master David Stewart apart. He decides which casks will be used for The Balvenie DoubleWood and which will continue the maturation process for another 20 years. It’s all up to him—and we wouldn’t put the future of our whisky in anyone else’s hands. ON-PREMISE HANDBOOK OUR AWARD-WINNING RANGE THE BALVENIE DOUBLEWOOD THE BALVENIE CARIBBEAN CASK AGED 12 YEARS AGED 14 YEARS • Aged in traditional whisky casks and finished in • Aged in traditional American oak and finished a European oak sherry cask in Caribbean rum casks • The Balvenie DoubleWood 12 Years Old is the most • Launched just five years ago, this is one of the popular expression in the brand’s core range it has fastest growing single malt expressions in the been driving value growth in the single malt category history of the category. Consumers have clearly for the past eight years with value sales increasing embraced this exceptional whisky as a result of more than 50% in the last three years alone. the breadth of drinking occasions for which it • Tasting Notes: is suited. NOSE: Sweet fruit and Oloroso sherry notes • Tasting Notes: layered with honey and vanilla NOSE: Rich, sweet and creamy toffee on TASTE: A smooth, mellow single malt of the nose combines with fresh fruit notes beautifully combined flavours – nutty sweetness, TASTE: Rounded with vanilla and sweet oak cinnamon spiciness and a delicately proportioned notes, with a fruity character that develops layer of sherry with time FINISH: Long and warming FINISH: Soft and lingering • Strength: 43% ABV • Strength: 43% ABV • Did you know... The technique behind The Balvenie • Did you know... Our Malt Master uses a proprietary DoubleWood, where whisky is transferred from one cask type blend of rums from the Caribbean to season the casks to another, was first brought to market as The Balvenie Classic that further mature this 14-year-old expression. in 1983. This pioneering whisky was the first single malt ever • Why carry The Balvenie Caribbean Cask released using this groundbreaking approach to maturation. 14 Years Old? • Why carry The Balvenie DoubleWood 12 Years Old? Whisky drinkers appreciate this expression’s accessible Since 1993, this particular expression of The Balvenie has combination of tropical sweetness and the complex become a favourite among connoisseurs and novices alike. flavour typically found in The Balvenie. • Fans of this expression may also drink – The Macallan 12, • Fans of this expression may also drink – Highland Park 12, Glenmorangie 12+ The Macallan 12, Oban 14, Auchentoshan THE BALVENIE DOUBLEWOOD THE BALVENIE PORTWOOD AGED 17 YEARS AGED 21 YEARS • Launched in 2012 to mark the 50th anniversary of • A marriage of extremely rare Balvenie that is Malt Master David Stewart’s tenure at The Balvenie, finished in vintage port pipes the 17YO DoubleWood is a celebration of his • As supply allows for this rare whisky, consumer signature cask finishing technique demand has driven its growth in double digits • With double digit growth each year since this each year. expression’s launch, this whisky has clearly • Tasting Notes: satisfied a sweet spot among discerning single malt drinkers. NOSE: A perfume of fruity and ripe raisin notes, backed by a nutty dryness • Tasting Notes: TASTE: Refined and with remarkable NOSE: Elegant and complex with oak, vanilla, character, it is creamy and silky on the honeyed sweetness and a hint of green apple palate with fruit, honey and spice notes TASTE: Sweet with dried fruits, sherbet spice, FINISH: Long, gentle and nutty toasted almonds and cinnamon, layered with a richness of creamy toffee notes, traces of oak and • Strength: 43% ABV deep vanilla • Did you know... The Balvenie PortWood 21 Years Old is FINISH: Vanilla, oak, honey and a spicy sweetness considered by many to be David Stewart’s finest creation, having won an array of highly coveted industry awards • Strength: 43% ABV since its release in the mid-1990s. Most notably, this • Did you know... The Balvenie DoubleWood 17 Years Old was expression won the Supreme Champion Spirit Award at launched in 2012 to mark Malt Master David Stewart’s 50th year the International Spirits Challenge. of service. • Why carry The Balvenie PortWood 21 Years Old? • Why carry The Balvenie DoubleWood 17 Years Old? Representing the height of opulence, this is a single malt Comparable to its popular younger sibling, this older whisky offers that creates a memory with every sip. the consumer a familiar flavour that is amplified by an additional • Fans of this expression may also drink – five years of maturation. The Macallan 18, Johnnie Walker Blue Label • Fans of this expression may also drink – The Macallan 18, Highland Park 18, Glenfiddich 18 ON-PREMISE HANDBOOK ON-PREMISE HANDBOOK 5 REASONS TO CARRY THE BALVENIE THE BALVENIE AMBASSADORS LORNE COUSIN BROAD APPEAL: The Balvenie is known to be a A native of Campbeltown, Scotland, renaissance man favourite among single malt connoisseurs for its complexity and international bagpiping of flavour, innovative cask finishing techniques and traditional superstar, Lorne has raised process, as well as with whisky novices for its sweet and drams around the globe. He accessible flavour. now brings his unique skills, showmanship and insight to Balvenie audiences across the ULTIMATE CRAFTSMANSHIP: An independent, Western U.S. family-owned distillery, The Balvenie remains the only single malt to still employ the Five Rare Crafts of whisky making, DAVID LAIRD helping to ensure the unparalleled quality of our whisky. Born and raised in Glasgow, Scotland—an area steeped in whisky trading and blending PREMIUM POSITIONING: Justifiably valued at the tradition—David Laird brings higher end of the category due to its unique production process, 10 years of experience with The Balvenie has earned its luxury credentials and has been whisky on both sides of the bar, having managed and owned driving single malt value growth for the past eight years. bars in Tennessee and Oregon. He now uses that knowledge to educate audiences on The EXCEPTIONAL CONSUMER DEMAND: Balvenie across the Eastern U.S. The Balvenie is the fourth largest single malt in the U.S. by value, and value sales have increased nearly 400% over the last JONATHAN WINGO five years (Source: IWSR 2014). As a result of substantial Texas native and whisky expert interest and advocacy from the press, malt whisky collectors Jonathan Wingo has been and the influential bartender community, The Balvenie making a name for himself in the has grown to become one of the most sought after whiskies whisky industry since 2010. He in the world. opened a boutique liquor store called The Whiskey Shop and UNIQUE AND ENGAGING BRAND later went on to be recognized PROGRAMMING: The Balvenie has been successful in by Forbes Magazine’s “30 Under 30” in the Food and leveraging its truly unique story of ultimate craftsmanship with Wine category. He continues industry leading programs that have captivated the media, the to educate audiences as The trade and millions of consumers around the world. These include Balvenie’s South/Central U.S. the Rare Craft Roadshow, the American Craft Council Fellowship Brand Ambassador. Awards, the Rare Craft Collection and Raw Craft featuring Anthony Bourdain. See more at rawcraft.us The Brand Ambassadors are ably supported by 15 local Whisky Associates across the country. thebalvenie.com theBalvenie @BalvenieUS @BalvenieUS ON-PREMISE HANDBOOK MERCHANDISING STRATEGY CARIBBEAN DOUBLEWOOD DOUBLEWOOD PORTWOOD MARQUE CASK AGED 12 YEARS AGED 17 YEARS AGED 21 YEARS AGED 14 YEARS An accessible The exceptional Extremely rare and A favourite among KEY SELLING combination of DoubleWood avour considered by many to whisky connoisseurs and tropical sweetness amplied by an additional be David Stewart’s BENEFIT novices alike and complex avour ve years of maturation nest creation STRATEGIC Drive brand Trade up; price & Encourage trade up Aspiration ROLE recruitment range exploration from DoubleWood 12YO agship Malt Current Balvenie Afuent Explorers / Afuent Explorers / CONSUMER Enthusiasts Consumers Connoisseurs Connoisseurs ON-PREMISE Fine / Casual Dining; Premium / Neighborhood Bar; Country Club / Hotel PRIORITY AWARDS DOUBLEWOOD 12YO: DOUBLEWOOD 17YO: • 2014 Gold Medal, International Wine • 2014 Gold Outstanding, International Wine & Spirit Competition & Spirit Competition • 2012 Gold, International Wine • 2013 Gold Medal, International Wine & Spirit Competition & Spirit Competition CARIBBEAN CASK 14YO: PORTWOOD 21YO: • 2013 Gold Medal, International Wine • 2014 Gold Medal, Scotch Whisky Masters & Spirit Competition • “Supreme Champion Spirit” Award at the ISC 2011 PALLET PATTERN WEIGHT OUTSIDE CASE DIMENSIONS (lbs) CASES CASES PER PER NO.