La Martiniquaise-Bardinet Group Communications Manager Donatien Ferrari and International Marketing Manager Constance Descamps introduced LABEL 5 at TFWA.

La Martiniquaise-Bardinet has unveiled LABEL 5 8 Year Old at the TFWA Asia Pacific Exhibition in Singapore, marking the blended Scotch whisky brand’s first travel retail-exclusive expression.

The new release forms part of LABEL 5’s wider premiumisation strategy in travel retail and is positioned as a more elevated expression within the brand’s Master’s Selection portfolio. TRBusiness sampled the whisky both neat and in cocktails during the show, where it was presented alongside a French charcuterie pairing to highlight its versatility and food-matching potential.

A blend of selected malt and grain whiskies, LABEL 5 8 Year Old has been matured in American bourbon and Spanish Oloroso casks. The expression has been developed to offer a richer and more complex take on the brand’s accessible house style, while retaining the balance and approachability for which LABEL 5 is known. “LABEL 5 8 Year Old is designed to showcase the craftsmanship and confidence that define the brand,” said LABEL 5 Master Blender Stephen Woodcock. “It’s a richly layered, complex whisky – bold, opulent and unmistakably LABEL 5 – that elevates the classic profile while staying true to our promise of accessible excellence.”

According to Woodcock, the expression was created to meet the expectations of modern whisky drinkers, who are increasingly seeking character, depth and value. “LABEL 5 8 Year Old delivers on all three, combining maturity, complexity and approachability,” he said.

The cask selection plays a central role in shaping the whisky’s profile, bringing together sweetness, fruit and a light smoky character. “You have the sweetness of bourbon-seasoned American oak, the dry, fruity vibrance of Oloroso sherry, and a delicate smokiness that ties everything together,” Woodcock explained. “It’s a balanced yet distinctive expression that remains unmistakably LABEL 5.”

The slightly deeper colour of the whisky reflects the additional maturation, contributing to a richer and more rounded character.

Beyond the liquid, the packaging has also been refined for travel retail. While the familiar LABEL 5 bottle shape has been retained, subtle design updates including bold black and gold contrasts have been introduced to reinforce the expression’s premium positioning and Master’s Selection status.

LABEL 5 8 Year Old marks the blended Scotch whisky brand’s first travel retail-exclusive expression.

Woodcock believes the flavour profile will be particularly relevant for consumers in Asia and the Middle East, two regions where approachable but characterful Scotch whiskies continue to perform strongly. “The fruity sherry influence and underlying sweetness resonate strongly with Asian consumers,” he said. “The subtle smokiness adds complexity without overpowering the palate, making it an approachable yet premium offering for the region.”

Constance Descamps, International Marketing Manager at La Martiniquaise-Bardinet, said the launch gives the brand an opportunity to strengthen its position in the travel retail channel. “LABEL 5 is already a well-recognised and popular brand in the channel and this launch opens the way to further growth,” she said. “The 8 Year Old offers a strong opportunity to recruit new consumers and introduce the brand through a more premium expression.”

LABEL 5 8 Year Old will roll out across key travel retail locations from May following its debut at TFWA Asia Pacific Exhibition in Singapore, supported by tailored regional marketing campaigns.

With an RRP of £30 and an ABV of 41.2%, the expression is expected to become a flagship release for LABEL 5 in travel retail.

The launch also marks a significant step for the wider LABEL 5 brand, which ranks as the sixth most popular Scotch whisky worldwide and third in the UAE.

La Martiniquaise-Bardinet, now the world’s fourth-largest Scotch whisky group, traces its roots back to 1934, when French entrepreneur Jean Cayard began selling wines and spirits in France. LABEL 5 was later launched in 1969 following the creation of a carefully balanced Scotch whisky developed in collaboration with the brand’s Master Blender. One sample, Blend No. 5, stood out for its smoothness, character and balance, combining soft fruity flavours with light peaty notes. Today, the LABEL 5 range includes Classic Black, Bourbon Barrel, Original Citrus, Premium Black, Gold Heritage and 12 Year Old.

As the brand continues to build its presence in travel retail, the new 8 Year Old expression is designed to support its premiumisation ambitions while staying true to its accessible, modern positioning.

The launch also aligns with LABEL 5’s wider communication platform, ‘The Power of LABEL 5’, introduced at the end of 2025, which focuses on positive values, social connection and accessible Scotch whisky enjoyment.

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