UK. Pernod Ricard World Trade (PRWT) has announced the travel retail launch of Royal Salute 50 year old, a rare and exciting Scotch whisky which has been created to celebrate the 50th anniversary of the coronation of HM Queen Elizabeth II and Royal Salute’s launch.
Royal Salute 50 year old, of which only 255 bottles will be available worldwide, is a powerful and rich Scotch whisky with a unique history. Royal Salute was first created in 1953, a tribute from Chivas Brothers of Aberdeen to the new monarch on her coronation. An ancient tradition dictated that major events were heralded by a salute of guns, which in the Queen’s case numbered 21. Hence, Chivas Brothers decided to salute the new Queen, not in guns, but in years – every whisky blended into the Royal Salute flagon would be aged for at least 21 years, a tradition which continues today.
Royal Salute 50 year old is a blend of robust and powerful whiskies each matured in oak casks for a minimum of 50 years, resulting in a deep and sumptuous whisky. Each bottle, priced at US$9,000, is presented in a deep blue porcelain flagon from Wade of England, emblazoned with a unique plaque in silver and 24 carat gold.
As a tribute to Sir Edmund Hillary, the first climber of Everest with Tenzing Norgay on 2 June 1953 (the same day as the Queen’s coronation), the first bottle of Royal Salute 50 year old will be presented to him. The presentation will be made in May 2003 by the Duke of Argyll at a special dinner in Kathmandu.
PRWT is supporting this special launch with promotional activity, exclusive to travel retail,in May, June and July across Asia. Travellers throughout the region, including Bangkok, Tokyo, Seoul, Taipei and Singapore will have the opportunity to win a bottle of Royal Salute 50 year old in a unique prize draw. The promotion will be supported by new eye-catching a new POS unit, posters and display cards, designed exclusively for travel retail.
PRWT marketing director James Clarke commented: “Royal Salute, recognised by connoisseurs as the world’s foremost super premium blended Scotch whisky, has become synonymous with success and power during its unique history. Now, half a century after Royal Salute’s introduction, Chivas Brothers has produced its greatest tribute to Scotch whisky.”
