Beam Suntory introduces Laphroaig Elements series into travel retail

By Trbusiness Editor |

Beam Suntory Laphroaig Elements whisky

The debut whisky of the Laphroaig Elements series.

Beam Suntory is poised to introduce the Laphroaig Elements series into the travel retail channel. The first whisky of the collection will be available exclusively in Avolta (formerly Dufry) UK doors, from early December.

Laphraoig Elements is a new series that delves into the artistry of production that makes Laphroaig’s whisky so richly flavoured and characterful, according to the brand. The first expression is bottled at 58.6% ABV and has a domestic RRSP of US$165.

As the series evolves, each expression will feature a series of ‘Easter eggs’ on pack that catalogues the experiments that have gone into making each bottle, allowing drinkers a glimpse into the artistry and science of the whisky-making process.

Classic Laphroaig – with a twist

To create Elements 1.0, the Laphroaig distillery team were given free rein to produce something unexpected that embodies the traditional Laphroaig profile, while adding new dimensions of flavour.

Three experiments have been brought together to create this new launch. Firstly, the combination of a cloudy and semi-cloudy wort brings forward more tropical fruit notes, without compromising on the signature peat that makes Laphroaig so richly flavoured.

Secondly, the distillers used both an 8.5-tonne and an 11-tonne mash, combining the past and the present of distillery production norms. Finally, the whisky uses 100% Islay malt, capturing the essence of the distillery’s home in a way rarely seen in Laphroaig spirit.

Beam Suntory Laphroaig Elements whisky

To create Elements 1.0, the Laphroaig distillery team were given free rein to produce something unexpected, which embodied the traditional Laphroaig profile, while adding new dimensions of flavour.

Once combined, these three experiments create a whisky that is described as distinctly Laphroaig, but with a unique twist. Fresh sea salt, smoky bacon and charred pineapple on the nose lead to a palate of peppery spice, tropical fruits and liquorice. On the finish, the signature peatiness of Laphroaig is enhanced with a lingering sweetness.

Laphroaig Distillery Manager Barry MacAffer commented: “Elements is a series that we hope will give our Friends a peek into the art and science of making Laphroaig. Our distillery profile is so iconic and we always want to retain this as the heart of every bottle, while allowing room to experiment and innovate.

“This first release showcases the raw materials we use in our whisky, especially the 100% Islay malt. As an Islay native this is an extra-exciting whisky that I think will bring a little bit of our rugged island to Friends around the world.”

Beam Suntory Laphroaig Elements whisky

In travel retail, Laphroaig Elements 1.0 will be available exclusively in Avolta (formerly Dufry) UK doors, from early December.

Just 257 bottles of Laphroaig Elements 1.0 have been allocated to the travel retail channel, most of which have been earmarked for London Heathrow. The remainder are destined for Avolta’s specialist World of Whiskies stores across its main UK airport locations.

“I am thrilled that we are able to offer this premium release to a selection of our valued travelling consumers,” noted Beam Suntory Brand Marketing Director Global Travel Retail Manuel Gonzalez.

“Elements is such an exciting and experimental whisky, combining flavours from a mix of old and new processes, which has allowed us to once more push the boundaries of craftmanship, creativity and innovation.”

He continued: “Just like the of island of Islay, this limited-edition single malt is multi-layered, complex and unique. This new series heralds another great chapter in the story of our distillery, which is renowned the world over for its finest peated whisky. I’m confident that our discerning passengers will embrace this new incarnation, which enhances the classic Laphroaig taste profile with an exceptional contemporary new take.”

READ MORE: Beam Suntory launches Maker’s Mark Cellar Aged into travel retail channel

READ MORE: Beam Suntory in “acceleration mode” with travel retail a key growth engine

Middle East

MEADFA Conference 2024 ‘heading to Abu Dhabi on 17-19 November’

This year’s Middle East & Africa Duty Free Association (MEADFA) Conference will take...

International

DFWC Q1 2024 KPI Monitor indicates rise in duty free impulse purchases

Impulse purchasing within global duty free is on the rise, according to the latest Duty Free...

Asia & Pacific

Avolta details “bold and ambitious” goals to grow its APAC business

With a number of key developments coming to fruition, including its operations at Wuhan Tianhe...

image description

In the Magazine

TRBusiness Magazine is free to access. Read the latest issue now.

E-mail this link to a friend