La Martiniquaise-Bardinet has launched LABEL 5 8 Year Old, the first travel retail-exclusive expression from blended Scotch whisky house LABEL 5.
The expression will roll out across key travel retail locations from May, supported by targeted regional marketing activations. It is available at a recommended retail price of £30 and is bottled at 41.2% ABV.
LABEL 5 8 Year Old is a blend of selected malt and grain whiskies, matured in American bourbon and Spanish oloroso casks. The 8 Year Old was crafted to showcase the brand’s evolving style while remaining true to its accessible, balanced character.
“LABEL 5 8 Year Old is designed to showcase the craftsmanship and confidence that define the brand,” commented LABEL 5 Master Blender Stephen Woodcock. “It’s a richly layered, complex whisky, bold, opulent and unmistakably LABEL 5, that elevates the classic profile while staying true to our promise of accessible excellence.”
He added: “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.”
Positioned as a Master’s Selection, the 8 Year Old features a slightly deeper colour. The rich hue is the result of extended maturation, which contributes to a richer and more rounded flavour profile.
“You have the sweetness of bourbon-seasoned American oak, the dry, fruity vibrance of oloroso sherry, and a delicate smokiness that ties everything together,” Woodcock explained. “It’s a balanced yet distinctive expression that remains unmistakably LABEL 5.”
While retaining the recognisable LABEL 5 bottle format, the travel retail-exclusive offering features bold black and gold contrasts to reinforce its premium positioning.
The Power of LABEL 5
LABEL 5 was launched in 1969. It originated from a series of blending trials in which Blend No. 5 was selected for its smoothness, balance and character, combining soft fruity flavours with light peaty notes. The wider LABEL 5 portfolio includes Classic Black, Bourbon Barrel, Original Citrus, Premium Black, Gold Heritage and 12 Year Old expressions. The brand’s global communication platform, ‘The Power of LABEL 5’, was introduced in late 2025 to highlight quality, modernity and accessibility in Scotch whisky. La Martiniquaise-Bardinet dates back to 1934, when Founder Jean Cayard began selling wine and spirits in France. Today, the company ranks as the number four Scotch whisky group worldwide. |
Woodcock believes the flavour profile is particularly well suited to Asia and the Middle East. “The fruity sherry influence and underlying sweetness resonate strongly with Asian consumers,” he said. “The subtle smokiness adds complexity without overpowering the palate, making it an approachable yet premium offering for the region.”
According to the brand owner, LABEL 5 ranks as the sixth most popular blended Scotch whisky in global travel retail and holds the third position in the UAE market.
La Martiniquaise-Bardinet International Marketing Manager Constance Descamps commented: “LABEL 5 is already a well-recognised and popular brand in the channel and this launch opens the way to further growth. The 8 Year Old offers a strong opportunity to recruit new consumers and introduce the brand through a more premium expression.”
La Martiniquaise-Bardinet will be showcasing LABEL 5 8 Year Old, alongside other portfolio innovations, at the TFWA Asia Pacific Exhibition in Singapore (Stand Z8 2 B2). ✈
Coming soon: The TREX Factor The Moodie Davitt Report has launched a breakthrough business-to-consumer (B2C) video series called The TREX Factor, focused entirely on travel retail-exclusive (TREX) products. Filmed by our acclaimed Shenzhen-based Moodie Davitt STUDIO division, the series will be shown in multi-lingual form (led by, but not limited to, Chinese and English) on the Moodie Davitt STUDIO YouTube platform with tailored versions on Xiaohongshu (Little Red Book/Red Note), Douyin (抖音), Instagram, LinkedIn and our dual WeChat platforms. The TREX Factor launches in early May. Brands or retailers wishing to participate should contact Martin Moodie at Martin@MoodieDavittReport.com |
