DFS Group has exclusively launched The Balvenie 21yo Madeira Cask at its duty free liquor and tobacco concession at Singapore Changi Airport at S$295 ($213) ahead of its global launch by William Grant & Sons on 1 April.

Commenting on the special occasion, Brooke Supernaw, DFS Group’s Senior Vice President Spirits, Wines and Tobacco said: “As Asia Pacific’s largest travel retail assortment of single malts, we are experiencing an increase in customers to DFS, Singapore Changi Airport wanting more information around the craft and heritage approach to whisky-making.

“We’re especially thrilled to partner with William Grant & Sons to not only debut The Balvenie’s exceptional 21 Year Old Madeira Cask right here in Singapore, but to provide travellers with an exciting and educational experience that brings this love of craftsmanship to life and feed travellers’ thirst for discovery in their search for the best.”

Travellers to Changi Airport between 2 March to 11 April will also be able to view a showcase featuring ‘The Balvenie’s heritage of great craftsmanship’ in the Terminal 1 Central Piazza. Here, local craftsmen are sharing their expertise in leather craft, printmaking and shoemaking.

HIGHLIGHTING PURE CRAFTSMANSHIP

The relevance is that these craftsmen are commissioned by The Balvenie Connoisseurs of Craft initiative, which aims to promote craftsmanship in Southeast Asia. Its mission is to preserve the art of handcrafting, restoring the value of craftsmanship and encouraging its appreciation.

At the same time, guests will be able to sample The Balvenie 21 Year Old Madeira Cask, while viewing The Balvenie Morgan, a handcrafted V6 Roadster built in collaboration with the Morgan Motor Company. The showcase also features a cigar humidor, which has been made by hand from cask staves previously in contact with maturing whisky in barrels.

This week’s launch was unveiled to customers, connoisseurs and press by The Balvenie Global Brand Ambassador, Sam Simmons. The special malt has been aged for in traditional oak whisky casks for more than 20 years before being transferred to casks previously used in contact with fortified Madeira wine. (Customers can also customise their own bottle tags by personally embossing their chosen designs-Ed].

 

 

MEMORABLE EXPERIENCES…

Commenting on the launch, Teo Chew Hoon, Changi Airport Group’s Senior Vice President for Airside Concessions said: “As a global travel hub in the heart of Asia, we always look for new and exciting ways to engage those who come through Changi Airport.

“Bringing in the very exclusive 21 Year Old Madeira Cask and showcasing it along with the master craftsmanship, is another example of us creating a memorable experience for our customers.”

Concluding, Scott Hamilton, William Grant & Sons Travel Retail Director for Asia Pacific said: “The Balvenie 21 Year Old Madeira Cask is a perfect example of an exclusive product that really intrigues both travellers and retailers, making it perfect for this channel.

“Launching such an important product in The Balvenie range had to be partnered with a unique promotion, so collaborating with the likes of The Morgan Motor Company to get the V6 Roadster flown in and highlighting the work we do with craftsman through The Balvenie Connoisseurs of Craft initiative was an opportunity not to be missed.”

For single malt aficionados the company’s tasting notes read as follows: (Nose) Fragrant fruity and floral, orange blossom, fresh pineapple juice and a touch of spicy ginger finishing on some vanilla syrup; (Taste) A lovely mouth feel with a real juicy edge, exotic fruit salad and barley sugar with runny honey, cinnamon spices and gentle oak vanilla; (Finish) Lingering and luscious, sweet and malty alongside swathes of vanilla and a spicy layer. [These notes are only indicative, as obviously individual tasting experiences differ greatly-Ed].