Scotch whisky house Laphroaig, owned by Beam Suntory, has unveiled Elements, a new collection that celebrates the craftsmanship and character of the Islay distillery.
The first expression in the series, called Elements 1.0, will launch exclusively with Avolta from early December with an RRP of US$165. Only 257 bottles have been allocated for travel retail, most of which will be available in London Heathrow. The remainder will be distributed across the retailer’s specialist World of Whiskies stores at its main UK airport locations.
The Laphroaig distillery team were given free creative rein to produce a range that added new dimensions to the traditional Laphroaig flavour profile.
Three different experiments were brought together to create Elements 1.0. The first is a combination of a cloudy and semi-cloudy wort to deliver more tropical fruit notes blended with Laphroaig’s signature peat. The second experiment saw the distillers use both an 8.5-tonne and 11-tonne mash. The third experiment involved the use of 100% Islay malt, which captures the essence of the distillery’s island home.
The three experiments come together to offer a contemporary Laphroaig whisky. It offers sea salt, smoky bacon and charred pineapple scents on the nose, with peppery spice, tropical fruits and liquorice notes on the palate. On the finish, the whisky offers Laphroaig’s signature peatiness with a lingering sweetness.
Beam Suntory Global Travel Retail Marketing Director Manuel Gonzalez commented: “I am thrilled that we can offer this premium release to a selection of our valued travelling consumers.
“Elements is such an exciting and experimental whisky, combining flavours from a mix of old and new processes, which has allowed us to once more push the boundaries of craftsmanship, creativity and innovation.”
Laphroaig Distillery Manager Barry McAllister commented: “Elements is a series that we hope will give our friends a peek into the art and science of making Laphroaig. Our distillery profile is so well-loved and we always want to retain this as the heart of every bottle, while allowing room to experiment and innovate.
“This first release showcases the raw materials we use in our whisky, especially the 100% Islay malt. As an Islay native this is an extra exciting whisky that I think will bring a little bit of our rugged island to Friends around the world.”
Elements 1.0 comes in a black and white presentation box. Each bottle comes with an invitation to join the Friends of Laphroaig community, where customers can scan a QR code to claim their very own square foot of Islay and earn exclusive rewards. ✈
Click here to watch our Moodie Davitt Video View featuring Beam Suntory Managing Director Global Travel Retail Ashish Gandham and Marketing Director Global Travel Retail Manuel Gonzalez
