Auchentoshan discontinues travel retail whiskiesBy Melita Kiely
Beam Suntory-owned Auchentoshan is shaking up its travel retail offerings by replacing its Springwood and Heartwood Scotch whiskies with American Oak Reserve and Dark Oak respectively.
New whisky Auchentoshan American Oak Reserve (40% ABV) was matured in first-fill Bourbon barrels and is said to be ideal for mixing in cocktails or sipping neat.
Auchentoshan Dark Oak (40% ABV) has been matured in a combination of European oak oloroso and Pedro Ximénez casks, and Kentucky Bourbon barrels.
It is said to have a stronger Sherry influence compared to American Oak Reserve, and is recommended for use in an Old Fashioned cocktail.
Existing travel retail-exclusive Auchentoshan Blood Oak (46% ABV) will remain in the channel, but with a revamped design. It will now be presented in an embossed gift tin.
American Oak Reserve and Dark Oak will also be launched with new looks, designed to highlight the Glaswegian landscape.
The brand’s ‘born and raised in the city’ wrapper on the new bottles, aims to attract a younger audience of Scotch whisky fans to the brand.
The launch will be supported by a 3D art installation in Edinburgh airport, along with immersive activations in Moscow, Glasgow and London Heathrow airports.
Each airport will be showcasing the brand’s new look through ‘eye-catching’ displays, wall bays, in-store tasting bars and interactive photo opportunities.
Ed Stening, marketing director of Beam Suntory Global Travel Retail, said: “This artwork perfectly encapsulates what makes Auchentoshan special and invites visitors to share their love of the city, while they share our urban malt.
Auchentoshan is a brand with so much rich city heritage and brave attitude, so it’s really exciting to see this brought to life through amazing art as a way to celebrate the latest expressions from this iconic distillery.”