Diageo launches rare whiskies in travel retail

Diageo has launched three “exceptionally rare” single malt Scotch whiskies in travel retail, including a 33-year-old variant from the now silent Port Ellen distillery.

A 33-year-old Port Ellen is among Diageo’s latest rare Scotch whisky releases in travel retail

The single cask range, described as comprising some of the “rarest” and “most valuable” Scotch whiskies in the world, also includes Cragganmore 43 Years Old and Royal Lochnagar 36 Years Old.

While the Port Ellen and Cragganmore bottlings will be exclusively available in travel retail markets, a small number of Lochnagar bottles will be available in other markets.

There are only 210 bottles of Port Ellen 33 Years Old in existence. Diageo describes the variant, costing US$7,020, as “intensely smooth and sweet-centred with gentle salt and spice notes”.

Cragganmore 43 Years Old (US$3,800) is the oldest whisky ever directly released by the Cragganmore Distillery and is believed by Diageo to be the oldest single malt from the distillery. With just 474 bottles available, this whisky is exclusively available in Dubai duty free.

Royal Lochnagar, which received a royal warrant in 1848 from Queen Victoria and Consort Prince Albert, has launched a 36-year-old whisky costing US$5,550.

Cragganmore 43 Years Old is the oldest whisky ever directly released by the original distiller

“We are investing in our amazing range of Single Malts to drive growth in the Scotch category in travel retail,” said Peter Fairbrother, global marketing director of Diageo Global Travel and Middle East.

“These Single Malts are some of the rarest, most distinctive and most valuable whiskies in the world. The exclusivity of these whiskies cannot be overstated as only a few hundred bottles of each exist.

“Each of these exclusive Single Malts has a distinguished heritage and a compelling story and presents a unique opportunity for collectors and whisky lovers to own a piece of Scotch whisky history.”

Earlier this month, Diageo revealed its Special Releases 2015 collection of nine rare Scotch whiskies.