‘Peated Malts of Distinction’ features four peated malts including a new expression: The Ardmore Legacy, as the entry point to the range. It is accompanied by Ireland’s Connemara Original, Islay’s Laphroaig Select and Bowmore Small Batch.
The company says the new portfolio will allow both the trade and consumers to explore a variety of peat flavours and taste profiles. The portfolio launches at a buoyant time for the peated malts category which is experiencing 8%* growth rate in the EMEA region (CAGR 2011-2013).
Peated malts currently represent 17%* of total malt volume sales in EMEA, with Sweden (29%), Germany (25%) and the Netherlands (21%) accounting for more than three quarters of peated malt sales in the region.
The Ardmore Legacy is a new expression, aimed at challenging mainstream single malt brands, offering a lightly peated liquid that is sweet and uplifting, says Beam Suntory.
The launch coincides with a new identity and positioning for the brand. Appealing to whisky drinkers’ experimental nature, this malt is said to offer a new flavour made from unreleased unpeated Ardmore balanced with the traditional peated malt, which is different from gentle Highland peat whiskies.
The bottle has a new label and pack design that is said to reflect the spirit of The Ardmore with an eagle and contour map of Kennethmont, the whisky’s home.
Lee Walker, EMEA regional brand manager for premium malts, Beam Suntory, said: “The peated malt category is a dynamic segment demonstrating strong growth. Beam Suntory has ambitious plans to utilise its expertise and product range to further innovate and expand the category. We’re in a unique position where we can offer drinkers a variety of taste experiences from gentle to rich peat, and we hope that this unique story will appeal to both novice and whisky enthusiasts the world over.”
Peated Malts of Distinction are available across the on and off-trade in global markets and will be supported by global marketing communication activities from October and continue for the run up to Christmas 2014.
The Ardmore Legacy is available in the UK at RRP £29.99
* Source: IWSR and Beam Suntory figures 2013