Label 5 launches first travel retail exclusive
Blended Scotch whisky brand Label 5 has introduced an eight-year-old expression exclusively for travel retail.
The release is said to mark the next step in the brand’s premiumisation strategy within the channel and will debut at the TFWA Asia Pacific Exhibition 2026, held in Singapore in May.
Constance Descamps, international marketing manager at La Martiniquaise-Bardinet, Label 5’s parent company, said: “Label 5 is already a well-recognised and popular brand in the channel and this launch opens the way to further growth.
“The eight-year-old offers a strong opportunity to recruit new consumers and introduce the brand through a more premium expression.”
The whisky is a blend of selected malt and grain whiskies that were matured in American Bourbon and Spanish oloroso Sherry casks.
It is said to still bear the brand’s accessible character, but with a rounder and richer profile and deeper colour from its additional years of maturation.
“You have the sweetness of Bourbon-seasoned American oak, the dry, fruity vibrance of oloroso Sherry, and a delicate smokiness that ties everything together,” said the brand’s master blender Stephen Woodcock. “It’s a balanced yet distinctive expression that remains unmistakably Label 5.”
For its travel retail positioning, Woodcock noted that the whisky’s flavours can also appeal to Asia and the Middle East. “The fruity Sherry influence and underlying sweetness resonate strongly with Asian consumers,” he explained. “The subtle smokiness adds complexity without overpowering the palate, making it an approachable yet premium offering for the region.”
The whisky is also designed to appeal to the ‘modern consumer’. Woodcock said: “Today’s consumers are looking for whiskies that ‘speak to them’, with genuine character and depth, while still offering strong value. Label 5 8 Year Old delivers on all three, combining maturity, complexity and approachability.”
The brand’s bottle design has also been given a few updates for travel retail and to emphasise premiumness, which include bold black and gold contrasts.
Label 5 8 Year Old will debut at TFWA Asia Pacific Exhibition in Singapore (located at stand B2 2-Z8), before rolling out across key travel retail locations from May.
It has an RRP of £30 (US$40) and an ABV of 41.2%.
Label 5’s range includes Classic Black, Bourbon Barrel, Original Citrus, Premium Black, Gold Heritage and 12 Year Old.
The brand is the eighth biggest-selling Scotch in the world, according to data from The Brand Champions 2025 report.
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