UK. Drambuie is to unveil The Jacobite Collection – The Spirit of ’45 to global travel retail at the TFWA World Exhibition in Cannes next month.
The new line is said to be the rarest and most valuable addition to the Drambuie range. A maximum of just 150 presentation boxes of The Jacobite Collection will be released, retailing for £3,500 (US$5,800) per set.
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The company said: “The launch of The Jacobite Collection is a major step in Drambuie’s marketing strategy for global travel retail, which is an integral part of its overall rejuvenation strategy to reposition the brand to appeal to new markets and consumers.”
“From the stunning hand-blown crystal decanter, which holds the rare blend of precious 45-year-old whiskies, infused with Drambuie’s secret recipe of herbs and spices, every detail of the design has been created to capture the craft and heritage at the heart of Drambuie.”
The solid wood presentation box contains a hand-etched crystal replica of a Spottiswoode “˜Amen’ glass, with a second large crystal stopper for the decanter. A letter-pressed hand-bound 32-page leather booklet, drafted by whisky writer Ian Buxton, tells the story of the Jacobite rebellion, Drambuie, its antique Jacobite glass collection and the details behind the Collection.
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The tear drop lead crystal decanter takes inspiration from a mid-18th century design, with the engraving of the crown motif and intricate decorative scrollwork adding to the premium positioning. The engraved letter “˜A’ for “˜Amen’ is carried through the design concept, also appearing on the crystal stopper.
Antique-engraved Spottiswood “˜Amen’ glasses are one of the most treasured and coveted collectors’ items from the era of the Jacobite uprisings, noted Drambuie.
The Collection is one of a kind. Chosen by Drambuie’s Master Blender, Derek McInally the blend of highly-limited 45-year-old single malt and grain whiskies are infused with Drambuie’s secret recipe, steeped in oak aged, Speyside whisky.
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The product is said to contain notes of vanilla, green apples and cut grass, blended with sweet honey and herbal notes, with suggestions of toffee, liquorice, fennel and cardamom.
The result is said to be complex, sophisticated and multi-layered, before a light oaky finish with a gentle herbal glow.
Tim Dewey, Global Marketing Director for The Drambuie Liqueur Co, said: “Over the past few years Drambuie has concentrated on developing the “˜House of Drambuie’. Creating a wider range of products has allowed us to respond directly to the consumer appetite for new, clearly differentiated Drambuie products at different price points.
“Following the successful launch of The Royal Legacy of 1745 in 2009 and Drambuie 15 last year, the introduction of the ultra-premium Jacobite Collection was a natural progression and ideal fit for the exclusive travel retail market. We are delighted with the results, which unite every aspect of our royal Jacobite past with our continued commitment to craftsmanship and exceptional quality.”
The Jacobite will be on display with limited product sampling available at The Drambuie Liqueur Company stand at Cannes TFWA, Riviera Village, Stand RF9.
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