Bacardi Global Travel Retail is partnering with Gebr Heinemann to launch Aberfeldy Madeira Casks in global travel retail from September. The 16 and 21yo Highland single malt Scotch whiskies are exclusive to travel retail.
Aberfeldy Madeira Casks join the Exceptional Cask Series, a range of rare and aged whiskies from the Bacardi portfolio.
Dedicated marketing campaigns will run at Amsterdam Airport Schiphol in September and at Frankfurt Airport Terminal 2 in December, along with multiple gondola placements through Heinemann stores.
Bacardi noted that IWSR 2017 ratings indicated Aberfeldy had moved from a position as the 20th largest single malt in 2012 to 12th in 2017.
“Maintaining the ongoing commitment to age statements at a time when many are disappearing from labels, Aberfeldy is continuing to release liquid with guaranteed age statements – a key purchase motivation in travel retail and a driver of category growth,” Bacardi stated.
Dewar’s Aberfeldy distillery is known for its 12yo Golden Dram Scotch whisky. The distillery’s Malt Master Stephanie Macleod finished the new 16 and 21yo expressions in selected Madeira casks. Ex-Malvasia Malmsey and ex-Baul casks were chosen to offer ‘classic’ Madeira notes of caramel, peaches, orange peel and burnt sugar. Bacardi GTR said maturing Aberfeldy in the combination of casks elevates the maturing malt, heightening the level of complexity and adding the honeyed richness of the distillery’s house style.
The new 16 and 21yo expressions have 40% ABV and are priced at US$110 (€97) and US$195 (€172) respectively.
Bacardi Global Travel Retail Managing Director & Vice President Mike Birch said: “Aberfeldy is a stunning single malt for the global travel retail market, its credibility with shoppers reinforced by multiple awards for its sublime quality. It’s the epitome of a perfect ‘Discovery Malt’, with its Golden Dram and Pitilie Burn heritage and commitment to age statements, which add massive appeal to new whisky drinkers from emerging markets and Millennials.”
Birch described Aberfeldy’s growth trajectory as “amazing”. “According to IWSR 2017, it is the fastest growing single malt in the top 15 over the last five years and the ninth highest-selling single malt in Asia Pacific. Those are extraordinary credentials, especially considering it was first launched in global travel just four years ago.
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“This new Madeira finish is an exciting addition to our Exceptional Cask Series and we are delighted to have it exclusively in global travel retail, which adds further differentiation to the channel as a distinct whisky market.”
Gebr Heinemann Director Purchasing LTCF Rüdiger Stelkens added: “Our whisky shoppers often seek out global travel exclusives and they are big fans of Aberfeldy. We know they will respond positively to accessing this special edition Aberfeldy Madeira Cask finish in our stores along with the rest of the Aberfeldy range.”
Aberfeldy Madeira Cask 16yo offers notes of honey, citrus and baked apples with cinnamon and vanilla. The 21yo is described as a “richly textured and complex” whisky with notes of honey-baked fig and hints of walnut oil and chocolate.
Macleod commented: “Aberfeldy is both an approachable yet complex dram; it has those similar sweet rich notes that Madeira wine is famously known for. By using Madeira casks I’m able to further develop the layers of flavour present in Aberfeldy’s honeyed-rich characters, resulting in a whisky with extra spiciness – the perfect complement to the Golden Dram.”
