Auchentoshan launches ‘New Malt Order’

Scotch brand Auchentoshan will select 12 bar stars from across the globe to join The New Malt Order, a collective that will create and package a new liquid made “by bartenders, for bartenders”.

Members of The New Malt Order will create a new limited edition Auchentoshan expression

To mark the launch of its Distilled Different campaign, the Beam Suntory-owned brand is offering 240 handpicked bartenders from five countries the chance to collectively create a new limited edition Auchentoshan expression for distribution in the on-trade in 2017.

The resulting expression will feature unique cask selections to reflect each bartender’s character, showcasing The New Malt Order’s “collective personality” in both tasting profile and product design.

Using a customised New Malt Order Bitters Kit, each bartender will create a new Bitters from Auchentoshan new make spirit that will be used to showcase their own personal take on the brand’s signature Auchentoshan & Ale serve.

The inaugural 12 members of the New Malt Order will be flown to the home of Auchentoshan in Glasgow, Scotland, to join master blender Rachel Barrie for a five-day masterclass.

After visiting the entrepreneurial owners of pioneering local businesses, each bartender will be guided through an experimental blending of Auchentoshan maturing whiskies.

Barrie said: “Auchentoshan’s New Malt Order is an exciting opportunity for bartenders across the world to show us how they do things differently.

“The New Malt Order is synonymous with what the bartending community strives to achieve – a collaboration of innovators inspired not just by food and drink but also by the cultural areas of music, art and literature.

“The new expression created will be a liquid for the bartender by the bartender.”

The Distilled Different campaign celebrates the brand’s standing as “the only triple distilled single malt whisky”, as well as “Glasgow’s only single malt”.