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Beam Inc, in collaboration with distributor Maxxium Travel Retail, is launching a new global travel retail exclusive in the malt category. Laphroaig PX Cask (pictured left) is the first Laphroaig expression to be matured in Pedro Ximénez (PX) sherry casks.
Available from April 2012, Laphroaig PX Cask (48%abv) Islay single malt whisky is described as a distinct expression of the traditional Laphroaig style.
The whisky is matured in three types of oak cask, including American oak, quarter cask and PX sherry casks. The different barrels each impart a subtly different character and the final maturation in the PX casks provides rich, sweet and full-bodied notes that complement the peat-smoke tang of Laphroaig, said Beam.
Laphroaig PX Cask replaces the former travel retail exclusive, Laphroaig Triple Wood, which was launched in domestic markets worldwide in September 2011, due to popular demand.
Beam EMEA Travel Retail Business Manager Antony Kime said: “Laphroaig is the number one Islay whisky and as a global icon performs very strongly in travel retail. As a showcase channel, it is a great environment for the trial and discovery of new whiskies and we are confident that Laphroaig PX Cask will encourage interest in malt whiskies.
“With Laphroaig Triple Wood moving to distribution in domestic markets, an opportunity has opened up for us to drive innovation in malts and bring something new into travel retail.”
Maxxium Travel Retail Managing Director Glen Williams said: “Laphroaig is a very special brand with a strong following of consumers who continually seek out new expressions. Laphroaig PX Cask will be available across our customer base and we anticipate wide-scale interest from the brand’s fervent fan base.”
Laphroaig PX Cask will be widely listed in European travel retail, according to Beam, including Gebr Heinemann, World Duty Free Group and Aelia in one-litre bottles with an recommended retail price of €69.
Laphroaig PX Cask tasting notes
Colour: Antique gold.
Nose: From the bottle there is a nice sherry aroma of sweet sultanas and raisins with a hint of sweet liquorice and only the slightest tang of peat. Adding a little water brings out the marzipan and almond aroma with a counterpoint of creamy nuts and lots of ripe fruits but again there’s only the slightest tang of peat smoke.
Body: An intense and profound deepness.
Taste: Without water a massive explosion of peat fills the mouth with huge amounts of oakiness only just moderated by the sweeter heavy sherry flavour. Adding a touch of water only slightly moderates the massive peat reek which slowly fades and just allows a little of the sweeter sherried flavours to come through although there is always that burst of peat smoke that dries the mouth.
Finish: Concentrated peat and thick sherried oak with a deep dryness.
About Laphroaig
• Laphroaig is the number one selling Islay single malt Scotch whisky globally and in the UK.
• Peat-smoke flavours are delivered by burning local Islay peat, containing traces of seaweed and heather.
• It is one of only a few distilleries that still uses traditional malting floors and dries and infuses its own malt with the thick blue smoke from old peat-fired kilns.
• Laphroaig has a strong presence online through the Friends of Laphroaig, which has more than 450,000 members worldwide.
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