Product Launch – TRAVEL RETAIL: Beam Inc's Laphroaig QA Cask

By | 2 April 2013

Click through to view Beam Incs Laphroaig QA Cask

Click through to view Beam Inc's Laphroaig QA Cask

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Beam Inc's Laphroaig QA Cask

Category - Spirits, whisky, Scotch, Islay, single malt, no age statement, 40% abv

Available - From this month

Location - Travel retail, through World Duty Free Group, Heinemann and Aelia

Price - RRP of EUR55 (US$83.65) per 1-litre bottle

Distribution - Maxxium Travel Retail

Laphroaig QA Cask is the second in a three-part series of travel retail-exclusive expressions of Laphroaig. The variant is matured first in ex-Bourbon barrels and then in new, un-charred American oak barrels.

The range, which started with Laphroaig PX Cask a year ago, will be completed by Laphroaig An Cuan Mor later this year.

Show the press release

Beam Inc in collaboration with distributor Maxxium Travel Retail, is launching Laphroaig QA Cask, the second in a series of three whiskies to be launched exclusively for the travel retail market by the world’s number one Islay malt.

Laphroaig QA Cask is double matured, firstly in ex-bourbon barrels and then in fresh un-charred American oak barrels (Quercus Alba). This second intense maturation creates a fusion of peat smoke balanced with warm spicy vanilla wood notes. It retails at €55 for a 1-litre bottle and has an ABV of 40%.

Showcased at TFWA Cannes in October last year, Laphroaig QA Cask is available from April and will complement the much acclaimed Laphroaig PX Cask which was exclusively introduced into travel retail in 2012. The exclusive range will be completed with the launch of Laphroaig An Cuan Mor to be released later this year.

The new expressions will be sold through select customers, including World Duty Free Group, Heinemann and Aelia, alongside Laphroaig 25 year old, the oldest Laphroaig expression.

Beam’s EMEA travel retail business manager, Antony Kime, says: “The launch of this exclusive range is a demonstration of our commitment to travel retail, a great environment for the trial and discovery of new whiskies. Laphroaig is a global icon and well established as an innovator and by continuing to introduce new expressions we are encouraging an on-going interest in malt whiskies and providing shoppers with the opportunity to buy something unique when they are travelling.”

The launch of Laphroaig QA Cask will be communicated and also made available to the Friends of Laphroaig, a growing, active on and offline community that links and rewards fans of Laphroaig (over 450,000 Friends worldwide), as well as whisky connoisseurs and Islay enthusiasts.

Maxxium Travel Retail managing director, Glen Williams says: “Laphroaig is a revered brand with a strong following who continually seek out new expressions. We anticipate wide-scale interest for Laphroaig QA Cask, a new expression which is bound to be highly sought after by fans of Laphroaig.”

Original source: Company Release

Expert analysis

Global market review of blended and single malt Scotch whisky – forecasts to 2017

This latest global Scotch whisky report from IWSR and just-drinks is the most comprehensive edition we've published. It features 135 data tables covering the consumption volumes of the top malt and blended brands in each of 30+ countries, plus forecasts for Scotch by quality category globally and in each market.

Sectors: Product launches, Spirits

Companies: Beam Inc, Maxxium

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