SINGAPORE. Bruichladdich Distillery (Rémy Cointreau) has launched the travel retail-exclusive Bruichladdich Organic Barley 16 Aged Years earlier this month at Singapore Changi Airport in partnership with Lotte Duty Free Singapore.
The ‘Not Your Classic’ Changi 1st activation marks the beginning of a two-month exclusive listing period and builds on the success of last year’s ‘Not Your Classic Whisky’ campaign, which featured The Bruichladdich Twenty One and The Classic Laddie Sherry Cask Edition.
After the initial launch at Changi Airport, the expression will roll out to other key airports in Copenhagen, Frankfurt, London, Glasgow, the Middle East and India among others. The roll-out will be supported by a promotional programme designed to enhance brand visibility and introduce the broader Bruichladdich portfolio to a global audience.
The Not Your Classic activation at Changi incorporates bright aqua and orange visuals alongside a life-size model of a sheep, reflecting the brand’s Islay island heritage.
Central to the activation is the Bruichladdich Tasting Bar pop-up, where specialist Brand Ambassadors guide travellers through complimentary tastings of the Organic Barley 16 Aged Years and other expressions in the Bruichladdich global travel retail range.
Additional expressions at the Changi pop-up include The Classic Laddie Sherry Cask Edition 21 Aged Years and the Micro Provenance Cask, which is exclusive to the airport. The animation also showcases Bruichladdich’s peated range, including Port Charlotte and Octomore, offering whisky enthusiasts a comprehensive exploration of the brand’s diverse offerings.
Playful elements – such as the Not Your Classic Jumping Game, which uses voice control to guide jumping sheep across the screen – and interactive merchandising displays tell the whisky’s story in an entertaining and engaging way.
“We are delighted to partner with Rémy Cointreau to introduce the Bruichladdich Organic Barley 16 Aged Years as a Changi 1st exclusive,” commented Lotte Duty Free Singapore Managing Director Jeff Jeong Soongyu.
“This world-first launch brings travellers a whisky with true character. Bruichladdich’s focus on provenance and quality speaks to today’s discerning consumers, and we’re pleased that Lotte Duty Free Singapore is the first to offer this exceptional release.”
“I’m very proud of this exciting new addition to our travel retail exclusive portfolio,” commented Rémy Cointreau CEO Global Travel Retail Fida Bou Chabke. “Sustainably farmed, using no artificial fertilisers, agrochemicals or pesticides, Bruichladdich Organic Barley 16 Aged Years showcases the brand’s commitment to terroir and barley exploration.
“I’m delighted to once again be partnering with Lotte Duty Free Singapore and Singapore Changi to offer our travelling consumers the first opportunity to experience this very special release. Bruichladdich Organic Barley 16 Aged Years is an exceptional single malt that embodies the essence of Islay, and the distillery’s dedication to producing spirits that are pure, authentic, and respectful of the land they are born from.
“We know that travellers are increasingly seeking out brands that offer creativity, craftsmanship and meaningful consumption moments. This new GTR-exclusive expression perfectly captures Bruichladdich’s unwavering dedication to transparency, traceability and uncompromising quality.”
Reconnecting land and dram
Bruichladdich Organic Barley 16 Aged Years is crafted using 100% organically grown barley from Mid Coul Farm, Inverness. The farm has partnered with the B Corp-certified Bruichladdich Distillery since 2003, fostering a commitment to sustainable agriculture by eliminating artificial fertilisers and pesticides. The whisky is fully traceable from farm to glass.
Matured entirely on Islay in 100% bourbon American oak casks, the whisky is infused with vanilla cream and subtle wood spices.
“We’re passionate about creating the most thought-provoking spirits, and that starts with our essential raw ingredients,” commented Bruichladdich Distillery Head Distiller Adam Hannett. “Great consideration is given to the type of barley varietals we distil, as well as where and how the grain is grown.
“With a complex and nuanced flavour profile, organic malting barley is a great example of a naturally grown cereal which not only tastes incredible but has long-term environmental benefits.”
Bottled at 50% ABV, the whisky is described as a clean and cereal-forward spirit with a rounded, creamy texture. It offers aromas of tropical fruits such as pineapple, peach and apricot jam which are complemented by a smooth palate with malt sugar, warm straw and sweet toffee popcorn notes.
“The clarity of flavour from the organically grown malting barley is quite remarkable,” continued Hannett. “Free from chemical intervention, the barley is the purest expression of its terroir, shaped by its geographical location, climate and the soil it has grown in.
“It’s a delicate balancing act to ensure that the influence of the cask doesn’t dominate the overall flavour, and this expression lets the unctuous, rich cereal-forward notes of the organic barley shine.”
Every aspect of production adheres to the highest organic certification standards, monitored by the Biodynamic Association from the farm that cultivates the grain to transport logistics, fermentation, distillation and final bottling. ✈
