New UK spiced malt targets younger whisky fans

New spirit brand Albion Racing Club is targeting a younger generation of whisky drinkers in the UK with its British Spiced Malt.

The new Albion Racing Club aims to appeal to a younger generation of whisky drinkers

Hand-made at an independent distillery in Cambridgeshire, the malt is five-times distilled in copper pot stills and then steeped in vanilla pods, raisins and coffee beans.

The spirit is described as having “some characteristics of whisky” but made “more accessible to non-whisky drinker” through a sweeter flavour profile.

Albion Racing Club British Spiced Malt was founded by drinks industry professionals Nick Pye, Ben White and Justin Wright, who spent 18 months developing the brand ahead of the UK launch.

Following the “positive reception” of the brand’s trial launch in Meribel, France, Albion Racing Club will now be available in Fortnum & Mason, and Gerry’s, both in London.

The brand is also targeting the on-trade, with listings already secured with the London’s Boundary Hotel, and London & Albion Cafes.

“Longer-term, we want to establish Albion Spiced Malt as a recognised bar call,” said co-founder Wright.

“A.R.C. is a totally new approach to brown spirits, targeting 28-year-old plus men and women with a sense of adventure, challenging the conventions of the premium spirit category by making it a bit more exciting and energetic.”

To support marketing efforts, Albion Racing Club will host two races every year: one in the summer and one in the winter.

Its inaugural race – The Alpine Run 2014 – will take place on 21 to 24 March and will see a collection of British vehicles race from the brand’s Cambridgeshire distillery to Meribel via Burgundy.

Albion Racing Club British Spiced Malt carries an RRP of £29.99 per 50cl bottle and £39.99 per 70cl bottle.