Tormore single malts show new brand identity

Chivas Brothers, the Scotch whisky and premium gin business of Pernod Ricard, has released two new small batch, single malt whiskies from its Speyside distillery, Tormore.

The launch of Tormore 14 Year Old and Tormore 16 Year Old, both produced in limited quantities from a small number of selected casks, coincides with a new identity for the brand, as it aims to appeal to those discerning drinkers who continue to drive the growth of the super premium malt category.

Tormore 14 Year Old and Tormore 16 Year Old are aged in American oak casks that demonstrate the distillery’s light, smooth and fruity character. The 16 Year Old expression is bottled without chill-filtration, revealing further layers of complexity and flavour, such as ripe melon. Tormore 14 Year Old and Tormore 16 Year Old are available in France, priced at €42 and €56 respectively, and are expected to roll out into other key malt markets throughout 2014.

The new identity for the brand includes a contemporary logo and refreshed packaging, which showcase the distillery’s still room and natural landscape. The whiskies are presented in a luxury carton that features the batch number and the signature of master distiller, Neal Corbett, highlighting its crafted quality and super premium positioning.

A new website (www.tormoredistillery.com) has been developed to support the launch of the new whiskies and encourages malt whisky enthusiasts to discover the unique flavour profiles of the two expressions and to explore the distillery’s heritage.

Nikki Burgess, global brand director for malts at Chivas Brothers, comments: “As consumers are putting more and more emphasis on the importance of provenance, the global demand for Scotch malt whiskies continues to grow. It is therefore the perfect time to introduce new, crafted single malts for discerning drinkers to discover. The re-design of Tormore heralds a new era for the distillery under master dstiller, Neal Corbett, who has created a new single malt range that we are sure will appeal to Scotch connoisseurs and discerning drinkers looking to expand their Scotch repertoire.”

11 March 2014 - Felicity Murray The Drinks Report, editor