Aberlour’s latest age-statement releases are the oldest in the permanent range.

Pernod Ricard-owned Speyside single-malt distillery Aberlour has launched its oldest permanent expressions to date – a 21-year-old and 25-year-old – which are debuting in global travel retail (GTR) markets now, starting in Asia – but in limited quantities. The launch spotlight will be Aberlour’s first and only standalone boutique in Taiwan’s Taoyuan International Airport (TPE), where the contract with operator Everrich Duty Free has just been renewed for another year.

The new 21yo and 25yo products, created using Aberlour’s signature double cask maturation, have recommended retail prices of $270 and $600, which brings further premiumisation to the portfolio. They build on last year’s introduction of a GTR-exclusive trio. Pernod Ricard has earmarked GTR as a key channel to bring these rare whiskies to market given their appeal to well-travelled collectors, connoisseurs and seekers of rare craft.

The launch event took place on Thursday 24 September just ahead of Whisky Live in Paris, with several drinks, travel retail and other media in attendance. At the event and lavish dinner, there was also a focus on cacao, led by artisan chocolatier Hasnaâ Ferreira, to emphasise the parallels between bean-to-bar high-end chocolate and grain-to-glass whiskies.

Master Distiller Graeme Cruickshank explained that the new releases have been drawn from decades-old casks, in small-batch runs, each selected for bottling at its peak. He said: “In many ways, our journey mirrors that of a master chocolatier. Just as crafting exceptional chocolate requires meticulous roasting to unlock deep sensory profiles, bringing a whisky of this age to fruition demands absolute sensory precision and patience.”

Asia-Pacific a priority

Commenting on the GTR launch schedule for the two new expressions, Andrew Bardsley, Pernod Ricard GTR Prestige Brand Director, told TRBusiness at the event: “We’ll definitely have the 21-year-old and 25-year-old in the Taiwan boutique first, for a few weeks, and then in Asian and European markets as a priority, although it will be available globally.” Other key locations include Singapore, Hong Kong, and South Korea, where there are also domestic market synergies in terms of new SKUs.

The contract for Aberlour’s boutique in Taiwan’s Taoyuan Airport has been renewed for another year.

Europe is the heartland for Aberlour, whereas Asia is seeing renewed focus, with about half of the brand’s nearly 800 full-time ambassadors located in the region who are essential for engagement and conveying the brand story, especially at the higher price points.

“We’ve had some great success already, especially with the boutique. I would love to replicate it in other locations, and we are open to that idea. We’ve brought some real rarity to the store in Terminal 1 – some items, for example, that can only be bought at the Aberlour distillery, which consumers absolutely love.”

Taiwanese consumers are among the most knowledgeable about single malts, and the boutique in TPE therefore stands as a real test of Aberlour’s whisky-making credentials. “It’s the most mature market for single malts in Asia, by some distance,” Bardsley said.

Commenting on the GTR channel, Aurelie Torre, Vice President Marketing Specialty Whiskies at Pernod Ricard’s Gold Brand Unit, added: “Travel retail is a window to the world and an opportunity to engage with consumers and create brand awareness. It also caters to connoisseurs wanting to add to their collections by allowing them access to releases that they may not find in local markets.”

Andrew Bardsley: “We’ll definitely have the 21-year-old and the 25-year-old in the Taiwan boutique first, for a few weeks, and then in Asian and European markets as a priority, although it will be available globally.”

Craft meets time

Building that awareness requires substance behind the product, and that comes down to the quality of the creative process. Cruickshank said: “These expressions represent a proud milestone for everyone at the distillery. Having personally guided the 21-year-old on its journey, I know the patience, precision, and care required to bring a whisky of this age to life. It is the ultimate reflection of what happens when craft meets time.”

Communicating that message in the GTR environment can be done more easily than in domestic markets because brand ambassadors often have more time with consumers.

Aberlour 21yo has been rested in a combination of American oak and Sherry oak casks and delivers a deep, complex character. On the nose are vibrant notes of cherries, spiced baked apples, and rich toffee leading to a palate of indulgent chocolate and warm ginger. The finish is an enduring hint of spice.

The Aberlour 25yo marries a small number of exceptionally rare, hand-selected casks, including a single first-fill Sherry hogshead, and therefore has “ultra-limited availability,” says Pernod Ricard. It is bottled at cask strength and non-chill filtered to preserve its depth. It has a sweet and fruit-forward nose, while on the palate there are indulgent notes of creamy vanilla balanced by the sophisticated warmth of spiced ginger and aromatic cardamom.

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