Laphroaig launches travel retail exclusive

Global spirits company Beam Inc in collaboration with distributor Maxxium Travel Retail has launched Laphroaig An Cuan Mór as a European travel retail channel exclusive

Laphroaig An Cuan Mór, which means The Big Ocean in Gaelic is double matured, first in individual 18 year old ex-American white oak Bourbon barrels then re-casked in European Oak casks. The result is a fusion of distinctive peat flavours together with soft and spicy caramel tones from the American wood and burnt apricot and raisin notes from the European Oak. Each bottle is individually numbered to reflect its uniqueness. The Scotch whisky retails at €95 for a 70cl bottle and has an ABV of 48%.

This Islay Malt completes the series of three travel retail exclusives and follows the introduction of Laphroaig QA Cask in April this year and Laphroaig PX Cask in 2012. The trio is available through select customers, including World Duty Free Group, Heinemann and Aelia.

Beam’s EMEA travel retail business manager, Antony Kime, says: “Travel retail is an excellent environment to reach audiences on a global scale and encourage trial of innovative exclusive products. The first two Laphroaig expressions, PX Cask and QA Cask are already a resounding hit with both retailers and consumers. With MTR’s strong retail partnerships and solid presence across travel retail, An Cuan Mór is set to emulate this success and drive sales of the brand even further.”

The launch of Laphroaig An Cuan Mór will be communicated and also made available to the Friends of Laphroaig, an active on and offline community that links and rewards fans of Laphroaig Islay Scotch whiskies.

Maxxium Travel Retail managing director, Glen Williams says: “We are committed to adding value to the travel retail market as well as giving shoppers the chance to discover a world of new flavours. We anticipate a high level of engagement with this latest expression which will inevitably attract interest and drive purchase across the range.”

30 September 2013 - Felicity Murray The Drinks Report, editor