SINGAPORE. Rémy Cointreau-owned Bruichladdich Distillery Company has rolled out the travel retail-exclusive Black Art Sapero, the first instalment of a new multi-part collection set to expand annually.
The launch is being highlighted through an immersive campaign in Singapore Changi Airport Terminal 4 with Lotte Duty Free, the first location to debut the expression via a one-month listing, with the activation running through the end of December.
The roll-out will continue across selected global travel retail locations from December.
Master Blender Adam Hannett created Black Art Sapero, named after the Latin sapere, meaning ‘to discern’. Crafted in complete secrecy, it breaks from Bruichladdich’s usual transparency, with only Hannett knowing its ingredients and maturation – a mystery reflecting the tagline, ‘Every bottle a chapter; every sip a secret.’
Revealing only age and ABV, Bruichladdich invites travellers to trust Hannett’s craftsmanship and experience a whisky focused on flavour.
The art of secrecy
Black Art Sapero is made from select, limited stocks from the distillery’s inventory, blending spirit, cask and time. Bottled at 47.8% ABV and aged 19 years, it has matured entirely at the Islay distillery in undisclosed casks within Bruichladdich’s warehouses.
A flavour-led expression, it presents dark chocolate on the nose with citrus zest and black cherry. The palate reveals malted barley, maple syrup and caramelised brown sugar, finished with layered spices and a subtle mineral note.
Hannett commented, “Black Art has always been about embracing the unknown, and creating Sapero was a chance to trust the process entirely.
“Relying on instinct and experimenting with some of our rarest casks, every decision was guided beyond logic or rule. The result is something truly enigmatic – an unforgettable whisky that invites you to taste, question, and ultimately trust in the mystery.”
First released in 2012, the Bruichladdich Black Art collection has shifted to a global travel retail-exclusive range, starting with Sapero, with Propheta and Empresse set for release in 2026 and 2027.
Changi Airport campaign
The channel-exclusive debut is accompanied by a 360-degree online-to-offline campaign, combining digital innovation and experiential retail theatre to engage travellers through a fully sensory brand experience.
Ahead of their airport journey, travellers are introduced to Black Art through targeted Grab ads, in partnership with Singapore’s top ride-hailing service.
To enhance the traveller experience, Bruichladdich and Lotte Duty Free Singapore are showcasing The Library of Secrets, an immersive display exploring the world of Black Art.
A giant book at the entrance reveals a touchscreen displaying tasting notes and details on Sapero and upcoming releases.
The experience unfolds with a vintage rotary phone connecting visitors to Islay. Lifting the receiver plays Hannett’s pre-recorded message, guiding them further into The Library of Secrets.
A special ‘book’ within the bookshelf-style display transforms into a sensorial touchpoint, revealing the hidden flavour notes of Black Art Sapero through scent, light and symbolism.
To boost spend, shoppers can personalise a luggage tag gift-with-purchase with their initials, creating a bespoke travel souvenir.
Travellers who sign up for the Black Art Passport and collect stamps with each Black Art whisky purchase can win an exclusive experience meeting Hannett at Bruichladdich Islay Distillery. The offer applies to any three bottles, and includes subscription to updates on future Black Art editions.
Rémy Cointreau CEO Global Travel Retail Fida Bou Chabke said: “The introduction of Black Art Sapero marks a defining moment for Bruichladdich in global travel retail. By making this exceptional series exclusive to the channel, we are offering travellers something truly unique – a whisky born from mystery, craftsmanship and trust.
“I’m delighted to partner with Lotte Duty Free Singapore and Singapore Changi Airport to bring The Library of Secrets to life in a way that’s immersive, meaningful and memorable.
“Black Art Sapero, and this supporting activation, transforms curiosity into connection – embodying Bruichladdich’s drive to innovate and engage through genuine storytelling and unwavering excellence.” ✈
