On a spiritual sprauchle as the whisky river calls me away And how about one for the road? There could only be one choice. I was staying in Craigellachie at The Craigellachie, so it simply had to be Craigellachie 13-year-old. Now 13 might be unlucky for some but it’s not for this absolute gem, owned by Bacardi. Pay a visit to the brand’s brilliant website (http://www.craigellachie.com) and you’ll learn how sticking with tradition is paying off in the modern age. It’s a big whisky, with trademark Speyside sweetness and spice, with a finish that goes on to the next morning. |
Bacardi Global Travel Retail has released the oldest, rarest and most expensive Craigellachie bottling through a World Duty Free exclusive at Heathrow Airport.
“It’s a good example of the significance of this channel when the company chooses global travel retail as the market for this ultra-premium release” – Bacardi Global Travel Retail Managing Director Vinay Golikeri
Distilled in 1980, the 39-year-old single cask was singled out by Master Blender Stephanie Macleod in 2019 for its notes of delicate oak, charred pineapple and toasted cereal. Just 138 of the 51.5% ABV 70cl bottles, individually numbered and priced at £3,499.99 (US$4,575), are available at Dufry’s World Duty Free stores across the London airport’s terminals and through the Heathrow Boutique reserve & collect service.
The launch is being supported by activity across the airport including the wifi platform, digital screens in the World Duty Free stores and with targeted messages to members of Dufry’s loyalty programme. Red by Dufry members who purchase the 39-year-old are being offered an engraved Craigellachie glass.
Speaking during a wide-ranging interview on the day of the release earlier this week, Bacardi Global Travel Retail Managing Director Vinay Golikeri told The Moodie Davitt Report: “It’s a good example of the significance of this channel when the company chooses global travel retail as the market for this ultra-premium release. I can tell you that we have already sold several bottles today at Heathrow.”
All shoppers purchasing the travel retail exclusive are entered into a competition to win a luxury trip to Scotland. The winning customer will get to enjoy a Craigellachie whisky pairing dinner in Edinburgh, a personally-guided tour of the city’s bars, a behind-the-scenes look at the distillery and an overnight stay at the Craigellachie Hotel as part of the three-day trip.
‘Sharing the rare’ The exclusive release of the rare 39-year-old is supported by the Craigellachie Wheel of Fortune, which customers buying the brand’s 13-year-old, 17-year-old, 23-year-old or 33-year-old in the T3 and T5 stores can spin. Prizes include a free dram of 39-year-old, the collector’s book ‘Craigellachie The Romantic & The Pragmatic’ (an essay by renowned whisky author Dave Broom about the Craigellachie distillery, accompanied by photos of the area by Sean Dooley) and Craigellachie pin badges. The concept continues a ‘sharing the rare’ initiative launched in 2019, when Bacardi increased accessibility to ultra-premium Scotch whisky with the launch of Craigellachie 51-year-old. That ultra-premium line was shared, without charge, with whisky fans around the world via a sell-out free dram campaign in bars across the globe. Not a single bottle was available for purchase. |
“First launched in travel retail in 2016, Craigellachie has gone from strength to strength thanks to its multi-award-winning success and the following of its many fans who adore its bold character,” Bacardi Global Travel Retail Regional Director Europe David Hughes said.
“We are excited to launch the 39-year-old expression in the luxury retail setting of World Duty Free at Heathrow, giving us the opportunity to share this special release with a discerning, international audience.”
Dufry UK Liquor Category Manager Paul Martin added: “Craigellachie 39-year-old is a fantastic launch for us and perfectly fits our mission to present rare and exclusive opportunities to our whisky customers.”
Heathrow Airport Retail Director Fraser Brown commented: “Heathrow is always proud to showcase the best of Britain in our products. That is why we are so pleased to extend our diverse selection of Scotch whisky and to welcome this exclusive and rare edition of Craigellachie 39-year-old.”
Click here for our exclusive interview with Bacardi Global Travel Retail Managing Director Vinay Golikeri on travel retail exclusives, activations, craft trends and what gets him up in the morning.
