William Grant launches ‘everyday single malt’ AerstoneBy Amy Hopkins
Balvenie and Glenfiddich maker William Grant & Sons has grown its single malt portfolio with the launch of a new brand – Aerstone.
With an aim to focus on the affect of maturation and malting on flavour, Aerstone is available in two expressions: Sea Cask 10 Year Old and Land Cask 10 Year Old.
Aerstone has also been positioned to “simplify messaging in the single malt category” by using “clear taste descriptors on pack”.
“Smooth and easy” Sea Cask is described as a “classic Speyside-style” single malt that has spent time ageing in warehouses close to the Aryshire coast, giving it a “subtle salty note on the finish”.
“Rich and smoky” Land Cask has been produced using highland peat and aged further inland.
“We wanted to create a brand that would allow consumers to make a confident choice and offer a great everyday single malt to complement the rest of our premium portfolio,” said Sean Wiemann, global innovation brand manager at William Grant & Sons. “We recognise that for some consumers, the category is complex and can be intimidating.
“With Aerstone we want to break down some of those barriers and help simplify single malts, inviting existing malt drinkers and new entrants to learn about all the different flavours and styles of single malt Scotch.”
The range has been distilled at William Grant & Sons’ Girvan site, where it produces the Lowland Ailsa Bay single malt.
Brian Kinsman, master blender at William Grant & Sons, added: “We have developed two very different and evocative flavour profiles under the one brand, both inspired by the Scottish environment and raw elements where we age our whisky.
“With a 10-year-age statement, people can expect a well-rounded single malt whisky with depth of flavours that will intrigue not only new drinkers, but also more experienced single malt enthusiasts.”
William Grant & Sons has made a number of changes to its Scotch portfolio in recent months – earlier this summer the group streamlined its core range of Grant’s blended whiskies and in August unveiled a new look and recipe for Ailsa Bay.