Diageo reveals new-look Mortlach

04 March, 2014
Mortlach Rare Old

Mortlach Rare Old

Diageo has released details and images of Mortlach, the“reborn” single malt that is dubbed “the beast of Dufftown” and which will be launched this summer.

The guide price for Mortlach Rare Old is £55, Mortlach 18 year old is £180, and Mortlach 25 year old is £600.  In global travel retail, Special Strength will be £75.

The group says that limited supply – at least until expansion of Mortlach’s distillery is complete – means the bottles will be 50cl. For legal reasons, they will be 75cl in the US.

The range will first be available in London and Berlin in June, and in a small number of global travel retail channels.

They will then roll out  in restricted volumes to “the cosmopolitan cities of Asia-Pacific in August (for example Taipei, Shanghai, Beijing, Hong Kong, Singapore, Melbourne) and at the same time to New York, Chicago and San Francisco in the United States.”

Diageo added: “To build more stocks of Mortlach for the years ahead, plans are progressing for the expansion of Mortlach distillery with all the strong purpose, ingenuity and attention to detail of the Cowies, doubling the distillery’s capacity. 

Referring to the bottle, Diageo said the design was a tribute to the distillery’s ex-owner Scottish civil engineer George Cowie, and son Dr Alexander Cowie.

A statement said: “In tribute to these distinguished pioneers, the design style of the new packaging is rooted in an engineered world, reminiscent of beautiful man-made structures, whilst also elegant, luxurious and contemporary.”





Comment

Christian Davis

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