Royal Salute unveiled a new look for its signature 21 Year Old Scotch whisky and showcased two new expressions at an event in London attended by The Moodie Davitt Report yesterday (17 July).
The new look for the Chivas Brothers brand’s signature expression offers a contemporary take on its history, with a colourful depiction of the British Royal Menagerie that was housed at the Tower of London for several centuries.
That depiction pays tribute to the brand’s royal heritage and captures the Britishness of the brand, Royal Salute Marketing Director Mathieu Deslandes told journalists in London. While remaining true to its roots, the brand is taking a new “creative and artistic” direction, he said. Fine artist Kristjana S. Williams has collaborated with Royal Salute to help set that direction.
“There are a lot of layers and storytelling [in the new look],” Deslandes said. “Just as Royal Salute is a much-layered whisky; there is always something surprising about it.”
Also surprising to some might be the fact that for the first time since the brand’s inception in 1953, two new whiskies have now been added to the 21 Year Old range.
These are The Malts Blend and The Lost Blend, which as reported launched exclusively in travel retail with DFS at Singapore Changi Airport in May. The Lost Blend will be available worldwide in the channel this month. The Malts Blend is a domestic-only proposition.
“We are offering more diversity of the 21 Year Old, and this is a better way to express what Royal Salute is about, and to show the talents of Royal Salute Master Blender Sandy Hyslop [who created both new expressions],” said Deslandes in London.
“It is quite a major change for us. We want to be the ultimate luxury whisky and with more propositions we are going towards that direction.”
The Malts Blend is the first blended malt from Royal Salute and has been crafted with more than 21 single malts, while The Lost Blend has been crafted combining scarce whiskies from distilleries no longer in production.
Master Blender Hyslop conducted a tasting of the three expressions during the event, in which he said creating The Malts Blend and The Lost Blend was “like leaving your legacy with the brand”.
He commented: “Royal Salute is the pinnacle of exceptionally aged Scotch whisky, starting where others end at 21 years. The Malts Blend and The Lost Blend join our Signature Blend to bring even more choice for discerning whisky aficionados looking for an outstanding whisky experience.
“As Master Blender for Royal Salute, there is no greater honour than protecting the continuity of the blend that was first created in 1953 and has remained exceptional ever since. But to be able to create something entirely new for this sensational portfolio – elevated Scotch whiskies evoking the signature Royal Salute style but with their own unique characteristics – that’s truly something special.”
He noted that The Lost Blend had been the “most tricky” to produce, but that Royal Salute’s heritage afforded the “flexibility to produce something new and discernibly different [from the Signature Blend], but that was innovative”.
Deslandes concluded: “There has never been a more exciting time for our brand. With a bold new look across our packaging and the exceptional Malts Blend and Lost Blend joining our Signature Blend to complete the 21 Year Old range, we’re raising the bar for Scotch whisky. And we’re only just getting started.
“Royal Salute has an esteemed history and we have worked hard to ensure this heritage has remained at the heart of the brand as something we are exceptionally proud of. However, we also strive to ensure our portfolio is at the cutting-edge of Scotch whisky innovation and these latest creations are testament to this ambition. The whiskies in the new 21 Year Old collection boast an impressive new look and exceptional taste, earning their titles as fit for royalty.”