Scapegrace – the New Zealand spirits producer best known for its innovative gins – is set to release its first single malt whisky later this year.
The whisky, like Scapegrace’s gin, vodka and ready to drink (RTD) products, has been distilled using the artesian water sourced from an aquifer 130m below the brand’s distillery in Central Otago.
Scapegrace, which takes its name from a word meaning rascal or libertine, was founded in 2014 by Auckland-based brothers-in-law Mark Neal and Daniel McLaughlan. Four years later its Scapegrace Gold gin was named best London dry gin in the world at the International Wine and Spirits Competition.
“We spent years researching and developing our recipe. From day one we were committed to creating a supreme, high-quality gin for New Zealanders which we could take to the world,” Neal said at the time.
According to Scapegrace Global Sales Director James Cowan, that commitment has not changed. The brand’s gin portfolio has grown, and the brand has made headway in the vodka and RTD categories.
“We want to be seen as leading distillers across multiple categories, rather than being boxed into a designated space and being restricted with our spirits offering,” Cowan said.
Scapegrace’s whisky launch is, Cowan said, of “great importance globally, both domestically and across travel retail”.
“There is a continued strong demand and still significant headspace for global whiskies alongside the more traditional geographical whisky offerings. Our entry into the single malt whisky category has been a labour of love till now and one which we have invested a significant amount of effort into getting the project to where it is today.
“We expect to introduce a limited range of four products across all of our international markets in September and early indications and positive feedback towards these new whiskies has exceeded all of our expectations.”
According to Cowan, “each expression will tell its own story on how it came to be, and the essence it conveys”.
Scapegrace is targeting traditional single malt whisky markets such as France, USA and Taiwan. “Importance will also be placed on bringing new world whisky to the more adventurous whisky drinker who is keen to explore what that has to offer,” Cowan said. “Our aim is meet the demand already received across many of our existing territories.”
Cowan said Scapegrace’s whisky journey promises to bring about a step change in its business, going hand in hand with the development of a new state of the art production and visitor centre facility, on the banks of Lake Dunstan, in the South Island of New Zealand. The first phase is due to open at the end of 2023.
“That will be the new brand home and a place where we can welcome all of our business partners and customers alike to immerse themselves in the Scapegrace brand story,” he added.
“The distillery will form our centrepiece and, while its primary function will be geared around producing world leading craft spirits, it will also take pride of place amongst New Zealand’s must-visit attractions. We will welcome visitors from around the world to discover what makes Scapegrace a serious player in the world of distilling,” Cowan said.
“Our mindset is to raise the profile of New Zealand spirits production and to emulate the success which is apparent amongst New Zealand wines across the world.”
Cowan outlined plans to further Scapegrace’s availability in travel retail across regions including Asia, Europe and North America where the brand is already known and recognised within domestic markets.
“Scapegrace is here to challenge the status quo; pushing the boundaries of innovation and providing a different lens to that which has been seen before”
“Our stance however is not restrictive and where there is an opportunity with likeminded duty free operators, we will provide the necessary support programmes to achieve success,” he said.
“Undoubtedly our home market will still be a continued focus for us as we grow the business but elsewhere the brand has been performing well throughout Europe including Italy and Switzerland where Scapegrace continues to flourish. Asia is bouncing back as we emerge from the tight restrictions, we have all been faced with over the past two years, with the US and Canadian markets also performing well.”
Scapegrace is active in domestic markets in over 40 countries and is steadily growing its travel retail footprint with key placements including in Hong Kong, Singapore and Dubai.
“These key outlets complement the existing strong base we have in place across Australasia and will provide a solid springboard to develop further across the channel and develop the existing supplier partnerships we have in place,” Cowan added.
“Although there have been significant challenges facing this channel over the past few years, we are well placed with our growing portfolio to service our existing partners as well as support new and emerging business interests.”
Cowan noted that travel retail has “always been a key area in our sights and this will continue to be the case moving forward, with an increased level of focus as we continue to build our place and presence across multiple categories”.
Cowan believes Scapegrace relates well to today’s travelling consumers, especially millennials.
“Scapegrace tells them a story they can relate to through a modern lens, rather than the consumer resting upon the more mundane everyday brands. It instils curiosity and acts as the vanguard of the new.”
Scapegrace’s gin portfolio includes Scapegrace Classic and Gold, which claimed the Best London Dry Gin title at the 2018 International Wine & Spirits competition. Gold is distilled in small batches with 13 botanicals: lemon, orange, coriander, cardamom, cloves, juniper berries, nutmeg, angelica root, liquorice root, orris, cinnamon, cassia bark, and tangerine.
Another popular expression, Scapegrace Black – the world’s first natural black gin – features a blend of unusual botanicals, including aronia berry, saffron, pineapple, butterfly pea flower and sweet potato, which work together to create a naturally black liquid.
The secret to its ebony shade comes from the temperatures that the botanicals are distilled and the sequence with which they are added to offer a tropical, earthy taste which the company claimed is “completely unexpected in an expected category”.
Scapegrace Black does not stay dark for long. The inclusion of pH-sensitive butterfly pea flower turns the expression various shades of pink, blue and purple depending on the acidity levels of the mixers added. When the gin was first released in New Zealand in 2019, it sold out on the first day of sale.
“Scapegrace Black has received tremendous support from the outset. It has been the lead performing SKU in the range by way of providing the consumer with a clear point of difference without losing sight on the history and heritage of gin,” Cowan said.
“Its colour changing attributes bring about a large consumer pull without latching onto any gimmicky profile.
“We recognised the growth in the flavoured end of the category and where others were experimenting and playing with pink or flavoured options – which didn’t have our DNA stamped upon them – we developed a natural, delicious tasting gin which is naturally black and far more in tune with the brand values.”
Scapegrace launched its vodka, which has a 40.6% ABV, in 2020. Its style and finish has, according to Cowan, been likened to “creamy pavlova”. “Scapegrace Vodka has already received wide praise for its clean yet rich flavour profile and elevated packaging which is very in-keeping with the wider gin offering,” he added.
The brand’s RTD products are presented in cans and bottles and include Scapegrace Vodka, Soda with Pomegranate & Doris Plum and Scapegrace Gin, Tonic with Blood Orange 7%.
“Our mission is to distill the very best spirits, using the purest water and combining this with the very best ingredients and raw materials to provide the consumer with the highest quality of product at a competitive price point,” Cowan added.
“Scapegrace is here to challenge the status quo; pushing the boundaries of innovation and providing a different lens to that which has been seen before.”
