According to William Grant & Sons, the new range aims to simplify the taste messaging in the single malt category and help new single malt drinkers navigate the flavours of the category easily through clear taste descriptors on its packaging.
Sea Cask, described as “smooth and easy” on the label, is a classic Speyside-style single malt while Land Cask is described as “rich and smoky” and is a peated single malt.
Sean Wiemann, global innovation brand manager at William Grant & Sons said: “We wanted to create a brand that would allow consumers to make a confident choice and offer a great everyday single malt to complement the rest of our premium portfolio.
“We recognise that for some consumers, the category is complex and can be intimidating. With Aerstone we want to break down some of those barriers and help simplify single malts, inviting existing malt drinkers and new entrants to learn about all the different flavours and styles of single malt Scotch.”
Aerstone will be introduced to the UK market from mid-September and will initially launch in Tesco. The launch will be supported by a marketing campaign centred on ‘Single Malt. Two Choices.’ in the coming months.
Brian Kinsman, master blender at William Grant & Sons added: “We have developed two very different and evocative flavour profiles under the one brand, both inspired by the Scottish environment and raw elements where we age our whisky.
“With a 10 year age statement, people can expect a well-rounded single malt whisky with depth of flavours that will intrigue not only new drinkers, but also more experienced single malt enthusiasts.”
