Bacardi Global Travel Retail last month celebrated the official launch of The Royal Brackla 35yo Highland Single Malt Scotch Whisky with an exclusive tasting session in Singapore.
As reported, The Royal Brackla 35yo (49%abv) made its global premiere recently with DFS Singapore as a limited edition of just 100 individually numbered 70cl bottles. Retailing at US$16,888, this rare and ultra-premium expression was hand-selected by Master Blender Stephanie McLeod to mark the anniversary of the founding of The Royal Brackla distillery in 1812 by Captain William Fraser.
Bottle number one was presented to an audience of about 20 people in a private room at The Black Swan in Singapore’s Central Business District. Among the guests present were whisky bloggers, consumer media and The Moodie Report as well as representatives from DFS and Bacardi Global Travel Retail.
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The Powder Room of The Black Swan in Singapore’s Central Business District sets the stage for an exclusive tasting of The Royal Brackla |
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Each bottle of the 35yo is etched with the commemorative dates “˜1812-2012′ and individually numbered; bottle number one was presented at the tasting |
The Royal Brackla brand ambassador Jordan Campbell was on hand to introduce the audience to what he described as one of the oldest and most sought after whiskies in the world. In 1833 The Royal Brackla became the first Scotch whisky to be granted a royal warrant, bestowed by King William IV. The king’s personal appreciation of the liquid is said to have inspired The Royal Brackla whisky to be known as “˜the King’s Own Whisky’ and “˜the Drink Divine’.
“If you’re approved by a king, then you must be fit enough for a king,” Campbell said, adding that The Royal Brackla has not been commercially available to the consumer for the past two centuries.
This fact underlined the significance of the invite-only tasting session: the guests will be one of the few in the world to taste the distillery’s whiskies – the 16yo, 17yo (cask strength) and 21yo – for the first time since it reopened its doors.
The launch of The Royal Brackla 35yo marks not only the brand’s entry into travel retail, but also its reappearance on the global stage – a commercial comeback that will avail modern consumers and whisky connoisseurs to a long-dormant treasure.
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The Royal Brackla brand ambassador Jordan Campbell, dressed in a traditional Scottish kilt, leads a tasting of the distillery’s 16yo, 17yo (cask strength) and 21yo |
Bacardi Global Travel Retail Regional Trade Marketing Manager – Asia Pacific Rob Milton told The Moodie Report: “This is very much the first part of the journey for The Royal Brackla – bringing out a phenomenal expression, the 35yo. It just made sense to sort of make a deal about it with the right people here in Singapore and at Changi Airport.”
The Royal Brackla 35yo will be exclusive to DFS for a two-month period until 1 June, after which it will roll out worldwide. Commenting on the partnership with DFS, Milton said: “DFS is such a valued partner for us and they market to the exclusive traveller so well – they’re a natural partner for us. This is a joint venture in many respects and doing very well; four bottles have already been sold in a short space of time. We absolutely value their support.”
Are there plans to take part in DFS’s Masters of Wines & Spirits? “Yes there are. We absolutely want to be part of the event this year. We have plans in place and we’re working towards it,” he revealed.
With the launch of The Royal Brackla 35yo, Bacardi hopes to draw attention to its expertise in whisky production. Said to be the fourth largest whisky maker in the world, the company’s whisky portfolio includes Dewar’s, William Lawson’s, Aberfeldy and Glen Deveron.
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(L-R) DFS Singapore General Manager Parker Gundersen, The Royal Brackla brand ambassador Jordan Campbell and Bacardi Global Travel Retail Regional Trade Marketing Manager – Asia Pacific Rob Milton celebrate the global launch |
Bacardi owns five distilleries in Scotland – Aberfeldy, Aultmore, Craigellachie, The Royal Brackla and MacDuff – but none of them produce commercial products for sale, according to Campbell. The Royal Brackla is the first to open up for commercial production, and there are hints that more will follow.
“We have got some phenomenal distilleries, and The Royal Brackla is probably our crown jewel,” Milton said. “We have got some fantastic liquid that everyone has witnessed and hopefully enjoyed tonight. It is definitely a taste of things to come.”
A full range is being considered, and future products will adopt a similar, premium and exclusive positioning, Milton said.
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The Royal Brackla 35yo on display in DFS at Singapore Changi Airport | |
About The Royal Brackla 35yo Highland Single Malt Scotch Whisky
To mark the royal warrant by King William IV, The Royal Brackla 35yo’s bottle design takes inspiration from the symbols of royalty: the crown holding the bottle; the orb represented by the sphere of the bottle; and the sceptre, symbolised by the crystal stopper.
Both the bottle and the presentation box each carry The Royal Brackla master crest, inspired by King William IV’s monogram. Through his naval career, King William IV was known as “˜the Sailor King’ and this theme is reflected in the design of The Royal Brackla. The crest and filigree pattern on the crown take design cues from the emblem and detailing of the swords awarded to the king’s officers. This is carried through to the braided pillars of the burgundy presentation box, created in the style of a sword grip.
Each bottle is etched with the commemorative dates “˜1812-2012′ and individually numbered in the limited edition of 100.
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The launch of The Royal Brackla 35yo Highland Single Malt Scotch Whisky marks not only the brand’s entry into travel retail, but also its reappearance on the global stage |
