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Beam Inc has launched its latest travel retail exclusive from the Laphroaig distillery, An Cuan Mór, in collaboration with distributor Maxxium Travel Retail.
The final expression in a series of three travel retail exclusives, it follows on from the introduction of Laphroaig QA Cask in April this year and Laphroaig PX Cask in 2012. All three are available through selected retailers, including World Duty Free Group, Gebr Heinemann and Aelia.
Meaning ‘The Big Ocean’ in Gaelic, An Cuan Mór is double matured, first in 18-year-old ex-American white oak bourbon barrels, then in European oak casks. The result is said to be a fusion of distinctive peat flavours together with soft and spicy caramel tones from the American wood and burnt apricot and raisin notes from the European Oak.
Each bottle of the Islay single malt is individually numbered, retails at €95 for a 70cl bottle and has an ABV of 48%.
Beam EMEA Travel Retail Business Manager Antony Kime said: “Travel retail is an excellent environment to reach audiences on a global scale and encourage trial of innovative exclusive products.
“The first two Laphroaig expressions, PX Cask and QA Cask, are already a resounding hit with both retailers and consumers. With Maxxium Travel Retail’s strong retail partnerships and solid presence across travel retail, An Cuan Mór is set to emulate this success and drive sales of the brand even further.”
The launch of Laphroaig An Cuan Mór is being announced and made available to the Friends of Laphroaig, an active on and offline community that links and rewards fans of Laphroaig (over 500,000 Friends worldwide), as well as whisky connoisseurs and Islay enthusiasts.
Maxxium Travel Retail Managing Director Glen Williams said: “We are committed to adding value to the travel retail market as well as giving shoppers the chance to discover a world of new flavours.
“We anticipate a high level of engagement with this latest expression which will inevitably attract interest and drive purchase across the range.”
