Beam Suntory unveils new peated portfolio

Beam Suntory has positioned some of its Scotch and Irish whiskies as part of a new collection which explores the flavours of peat.

The Ardmore Legacy is one of the expressions included in Beam Suntory’s Peated Malts of Distinction range

The Peated Malts of Distinction collection features four malts including the recently launched The Ardmore Legacy, Islay whisky Laphroaig Select, Bowmore Small Batch and Irish whiskey Connemara Original.

“The peated malt category is a dynamic segment demonstrating strong growth. Beam Suntory has ambitious plans to utilise its expertise and product range to further innovate and expand the category, said Lee Walker, EMEA regional brand manager for Beam Suntory’s premium malts.

We’re in a unique position where we can offer drinkers a variety of taste experiences from gentle to rich peat, and we hope that this unique story will appeal to both novice and whisky enthusiasts the world over.”

Citing data from IWSR, Beam Suntory claims its new collections comes at a time of buoyancy for the peated malts category, which is experiencing an 8% growth rate in Europe, the Middle East and Africa (EMEA).

Beam Suntory, the world’s third-largest drinks group which was formed after Japan’s Suntory acquired US firm Beam earlier this year, launched The Ardmore Legacy, described as an entry point to the new peated range, last month.

Launched to replace Ardmore Traditional Cask as the distillery’s core expression, The Ardmore Legacy is a no-age-statement whisky comprised of 80% peated malt and 20% unpeated malt.

The Peated Malts of Distinction collection is now available across the on- and off-trade in global markets.