Bruichladdich Black Art relaunches as ‘mystery’ GTR series
Rémy Cointreau-owned Bruichladdich Distillery has reintroduced its Black Art series as an exclusive for global travel retail (GTR), with the launch of the first edition, called Sapero.
Black Art Sapero from the Islay-based distillery marks the debut of Bruichladdich’s new multi-part annual series.
First introduced in 2012, Black Art is now transitioning to an exclusive GTR series for the first time.
Originating from the Latin verb ‘sapere,’ meaning ‘to know’ or ‘to discern’, Black Art Sapero pays tribute to the ancient art of whisky-making and showcases the knowledge and skill of the distillery’s newly appointed master blender, Adam Hannett.
For the relaunch of Black Art series, Bruichladdich has moved away from its usual commitment to complete transparency.
The Black Art Sapero, described as ‘unique and unrepeatable’, is a 19-year-old single malt whisky offered at 47.8% ABV. Its creation has been shrouded in secrecy, with only Hannett knowing the details about the whisky’s provenance, barley varietals, and cask maturation process.
The spirit of the release is embodied in the tagline: ‘Every bottle a chapter; every sip a secret.’
By revealing only the age and ABV, Bruichladdich invites whisky enthusiasts to explore the unknown, placing their trust in Hannett’s expertise to uncover a whisky that prioritises flavour.
Fida Bou Chabke, CEO of global travel retail at Rémy Cointreau, commented on the launch: “The introduction of Black Art Sapero marks a defining moment for Bruichladdich in global travel retail. By making this exceptional series exclusive to the channel, we are offering travellers something truly unique – a whisky born from mystery, craftsmanship and trust.”
Discovering the enigma
Black Art Sapero is said to highlight the combination of spirit, cask, and time.
Using rare and limited stocks from the distillery’s extensive inventory, the single malt has matured entirely on Islay in undisclosed casks.
Crafted with a focus on flavour, Sapero offers aromas of dark chocolate, orange zest, and a hint of black cherry on the nose. On the palate, it presents flavours of malted barley, maple syrup, and caramelised brown sugar, complemented by spices and a subtle mineral note.
Hannett commented: “Black Art has always been about embracing the unknown, and creating Sapero was a chance to trust the process entirely. Relying on instinct and experimenting with some of our rarest casks, every decision was guided beyond logic or rule.
“The result is something truly enigmatic – an unforgettable whisky that invites you to taste, question, and ultimately trust in the mystery.”
The Black Art journey continues with Propheta and Empresse, scheduled for release in November 2026 and 2027, respectively.
GTR debut
The new multi-part annual Black Art series makes its GTR debut at Singapore’s Changi Airport Terminal 4 this month in partnership with Lotte Duty Free Singapore, as part of the Changi First initiative.
Marking the launch of the series’ first edition, the exclusive listing is available for one month, from 4 November.
The activation campaign is designed to engage travellers at every stage of their journey. It features a comprehensive online-to-offline launch strategy that combines digital innovation with experiential retail theatre, creating a multi-sensory brand experience.
The pre-trip phase begins with targeted ads on Grab, in collaboration with Singapore’s leading ride-hailing service. The initiative connects travellers to the world of Black Art even before they arrive at the airport.
To celebrate the global launch of Black Art Sapero, Bruichladdich and Lotte Duty Free Singapore have created The Library of Secrets. This immersive experience is designed to embody the whisky’s intrigue, ‘transforming the travel retail space into a realm of discovery’.
Chabke added: “I’m delighted to partner with Lotte Duty Free Singapore and Singapore Changi Airport to bring The Library of Secrets to life in a way that’s immersive, meaningful and memorable. Black Art Sapero, and this supporting activation, transforms curiosity into connection – embodying Bruichladdich’s drive to innovate and engage through genuine storytelling and unwavering excellence.”
To encourage purchases, shoppers who buy are invited to personalise a luggage tag gift with their initials, creating a unique keepsake of their experience.
Travellers who register for the ‘Black Art Passport’ and collect reward stamps for each purchase of Black Art whisky are eligible to win an exclusive experience to meet Hannett at the Bruichladdich distillery on Islay.
All three editions of Black Art qualify for entry into the competition. Additionally, signing up for the passport keeps shoppers informed about future product launches.
After its launch at Singapore Changi, Black Art Sapero will be available in select global travel retail locations starting December 2025.
In March, Bruichladdich and Changi Airport teamed up to launch the distillery’s Organic Barley 16-year-old whisky.
Earlier this month, Bruichladdich unveiled X4+18 Edition 01, the world’s first quadruple-distilled, 18-year-old single malt Scotch whisky.
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