Beam launches Teacher's Origin whisky

26 August, 2011

Beam Global is to launch Teacherís Origin in global travel retail. The product has already launched in India, where, according to Beam, Teacherís is the number one blended whisky.

Beam said the launch is the ďfirst step towards expanding the brandís availability to consumers globallyĒ.

The launch of Teacherís Origin is also part of the brandís longer-term ambition to create a number of whisky expressions from Teacherís.

Origin underwent double maturation in 19th century-style quarter casks and features 30 different malt whiskies. The smaller cask size allows for more contact between the whisky and the wood. According to Beam this creates ď30% more maturationĒ. The blend also features 65% malt content and Highland malt Ardmore is at the heart of the blend.

Beamís director for European travel retail and ME&A, Gareth Brown, said: ďOrigin allows the Teacherís trademark to compete with aged blends up to 12 years old for the first time and provides us with a step forward in brand development.

ďThe travel retail channel is a great environment for the trial and discovery of new whiskies by consumers, so we are keen to see how it performs in this market. We are expecting a high level of consumer interest following the launch, especially in key markets, including European travel retail as well as Middle East and African markets where Teacherís is already a leading whisky brand.Ē

Teacherís Origin will be available in 1 litre bottles and also in a premium gift box, RRP Ä29.90.


Hamish Smith

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