“We don’t compromise, we don’t cut corners and we don’t strive to fill niches or build back from arbitrarily-defined price-points.” – Atom Brands
Craft spirits producer and distributor Atom Brands is looking to “shake up” the Scotch whisky category with the launch of its Darkness 8yo Triple Cask Travellers Edition at the upcoming TFWA Asia Pacific Exhibition (Basement 2 B5).
The line is exclusive to travel retail. Atom Brands described it as an expression with “a whole new level of intensity and depth”.
Through Darkness, the company aims to draw consumers to alternative, smaller brands in travel retail.
Atom Brands is a first-time exhibitor at the Singapore event. It described its approach to the craft spirits category as simple. “We make and select liquids that are the best they can possibly be, and package them in a way that is awesome. We don’t compromise, we don’t cut corners and we don’t strive to fill niches or build back from arbitrarily-defined price-points,” the company.
“We build the very best liquids that we can; day-in, day-out.”
Darkness 8yo is aged in ex-bourbon barrels before being divided between a trinity of sherry casks: Spanish oak, specially coopered ex-Oloroso casks and ex-PX sherry octaves. According to Atom brands, the octaves allow the liquid greater exposure to the wood to offer greater intensity, depth and natural colour. The liquid is finished for three months before being blended back together.
“Craft brands are built around their stories, and finding ways to help consumers understand these is the way to drive brand loyalty and purchase.”
Atom Brand attributes the growth of the craft spirits category to a growing demand from consumers for more authentic brands, driven mainly by millennial travellers. It noted that between 2013 and 2017 launches of craft spirits increased by 265%. The craft category, Atom brands said, is forecast to grow from 2% to 20% of global spirits sales by 2025, with a worth of US$3 billion.
“Craft brands are built around their stories, and finding ways to help consumers understand these is the way to drive brand loyalty and purchase,” Atom Brands said.
“The addition of Darkness to our craft portfolio is set to disrupt the scotch category within travel retail, adding a complex and characterful whisky that will appeal to die-hard whisky fans as well as those looking for something new as a gift or for their collections.”
According to the company, travel retail is “dominated by the big players, but consumers are increasingly seeing through flashy designs and experiential activities, looking to authentic brands that tick all the right boxes”.
Atom Brands Global Travel Retail Manager Claire Keene commented: “At Atom Brands we make and select the finest craft spirits that are the best they can possibly be, and package them in a way that challenges the norm in global travel retail.
“The addition of Darkness to our craft portfolio is set to disrupt the scotch category within travel retail, adding a complex and characterful whisky that will appeal to die-hard whisky fans as well as those looking for something new as a gift or for their collections.”
Darkness offers a fruity, nutty character, with tastes of candied ginger, caramel apples, dried fruit and spice and a finish of roasted almonds and freshly-based bread.
Atom Brands will also feature its wider portfolio of craft spirits at the Singapore event, including Ableforth’s, That Boutique-y Gin Company and That Boutique-y Whisky Company, as well as Kyrö, NYDC, Balcones, Wolfburn and Kinahan’s.
