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PR GTR releases Secret Speyside to travel retail

Pernod Ricard Global Travel Retail (PR GTR) has launched seven rare Secret Speyside single cask editions exclusively in travel retail.

The Secret Speyside collection will roll out in several GTR markets

Sourced from four Speyside distilleries, the new series is made up of seven expressions aged between 21 and 27 years.

Liya Zhang, vice-president of marketing, PR GTR, said: “The ultra-rare range of single cask editions fuse the rich heritage and unique characteristics derived from the four celebrated and elusive distilleries at the heart of the revered region of Speyside, presenting travel retail shoppers with a unique opportunity to explore and collect new and rarer treasures.”

The four distilleries include the distillery of Caperdonich, the Longmorn distillery, the Glen Keith distillery and the Braes of Glenlivet distillery.

Zhang added: “As a rich and rapidly growing category, we are thrilled to present this remarkable range of rare single cask editions exclusively to travel retail. The ultra-limited malts present an opportunity for PR GTR to cut-through the prestige-plus category in duty free, offering unique expressions collectors cannot find anywhere else.”

The Caperdonich Peated 1996, exclusive to Heinemann, Frankfurt, will retail for RRP US$1,050; the Caperdonich Unpeated 1996, exclusive to Dufry, Heathrow, for US$1,050; the Braes of Glenlivet 1992, exclusive to Dubai Duty Free, for US$990; the Glen Keith 1998, exclusive to CDFG, Shanghai, for US$450; while the 1994 iteration of the Glen Keith, exclusive to Lagardère, Hong Kong, is available for US$760.

Finally, the Secret Speyside Longmorn 1998, exclusive to Lotte, Singapore, can be purchased for US$480, and the bottling 1995 of Longmorn, which is exclusive to Everrich, Taiwan, retails for US$800.

Sandy Hyslop, Chivas Brothers director of blending and inventory, commented: “It is always a satisfying moment for a blending team when we realise a cask we’ve been monitoring for a number of years stands out as being worthy of bottling all by itself. “The introduction of these seven new captivating single cask releases is a tribute to the exceptional skill and uncompromising dedication that is behind Secret Speyside.”

The expressions have been matured in seven separate American oak casks, a selection of which were first-fill.

Hyslop added: “Over decades of maturation, an incredibly distinctive range of flavours have developed inside each cask and these stunning new releases, bottled at cask strength, represent an impressive depth to Speyside that is just waiting to be discovered.”

The series was launched in global travel retail across 25 markets in 2019, and Secret Speyside has since expanded into key single malt domestic markets including the UK and China.

The Spirits Business recently spoke to Zhang about how Irish whiskey must focus on providing digital-first experiences to attract Gen Z and Millennial travellers to the category.

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