Longmorn introduces NAS expression

21st January, 2016 by Kristiane Sherry

Chivas Brothers-owned single malt brand Longmorn is to launch The Distiller’s Choice, a no-age-statement expression, across 27 markets.

Longmorn Distillers Edition Chivas Brothers

Longmorn has introduced The Distillers Choice, a new no-age statement expression

According to Chivas brothers, the Longmorn release is part of a “renewed focus” on the distillery. Longmorn 16 Year Old will “remain part of the range”, however the company adds that “more information available in due course”.

The Distiller’s Choice is the result of a “triple-cask” maturation process comprising American oak, ex-Oloroso Sherry and “traditional” oak casks.

Given tasting notes include delicate spice, sweet treacle toffee and caramel, with the expression “offering a new interpretation of the brand’s renowned classic toffee flavours”.

The whisky is presented in a broad-shouldered, long-necked bottle which is mostly transparent. Its labels are printed in the style of a train ticket with an updated steam train logo to reflect the distillery founder John Duff’s links to the railway.

Duff established Longmorn in 1894 and built a railway station adjacent to the distillery to bring in supplies and enable the swift export of the whisky.

Clarisse Daniels, global marketing manager for single malts at Chivas Brothers, said: “For more than a century, Longmorn single malt has been one of the best-kept secrets in Scotland, so we are very excited to be releasing The Distiller’s Choice. What better single malt than Longmorn, created in the Golden Era of Luxury, to delight discerning drinkers looking for quality, heritage and pedigree.

“Longmorn The Distiller’s Choice, with its soft, creamy and rich flavour profile, will be the perfect addition to the repertoire of knowledgeable Scotch whisky drinkers around the world.”

The Distiller’s Choice is bottled at 40% abv and is available from January 2016 in 27 domestic markets including the UK, Canada and France. The 1-litre format carries an RRP of US$94, or local equivalent.

2 Responses to “Longmorn introduces NAS expression”

  1. bifter says:

    And so the race to the bottom continues, all the worst aspects of the current trends in malt inflicted on us:

    * No age statement, expect this to be about half the age of its predecessor.
    * Reduced from 48% to 40%
    * ‘Triple’ cask matured, i.e. some sherry, some bourbon and some barrels we literally scraped to press back into service.
    * A paradoxical name to market it as a premium product.
    * Lastly the price. A quick conversion of $94 per litre suggests a price of ~£29GBP but I fully expect this to be charged at a significant premium in its home market just like all the other NAS expressions.

    Chivas Bros. we won’t forget your ‘Age Matters’ campaign or what you did to Glenlivet. Bon chance, but this is where we part ways.

  2. bifter says:

    Correction! $94USD suggests a price of £45GBP per 70cl bottle, seems like most UK retailers are charging £47.

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