Global spirits business International Beverage revealed an expansion of its travel retail portfolio with the launch of a channel-exclusive trio of Speyburn single malt Scotch whiskies during TFWA World Exhibition last week.
The new collection includes Speyburn Kentucky Bourbon Cask, Speyburn Bordeaux Red Wine Cask and Speyburn Jerez Sherry Cask. The three non-aged expressions will be available in selected travel retail markets from spring 2025.
Bottled at 40% ABV, the litre bottlings will replace Speyburn’s existing travel retail line-up.
Presented in vibrant packaging, each whisky pays tribute to its cask origins with a series of striking illustrations. Oak trees, a rick house (where Bourbon is matured) and horses reflect Kentucky; a château, grapes and ornate lamp posts for Bordeaux and Spanish tiles, flamenco guitar and fans for Jerez. Speyburn distillery’s distinctive pagoda-shaped roof features on the packaging of the three single malts. Visible flavour cues will also make it easier for travellers to understand the whisky’s flavour notes and determine which single malt is right for them, said the brand owner.
Speyburn Senior Brand Manager Jack Cook-Broussine and Travel Retail Manager Mathieu Jeannin hosted a media tasting during TFWA World Exhibition.
Cook-Broussine said: “The launch of this new collection underlines our commitment to investing in the global travel retail channel and we are confident that the travel retail trio will prove popular with both newcomers and seasoned whisky enthusiasts alike.
“To create this collection, we sourced the finest casks from around the world to bring some unique new flavours to our award-winning single malt.”
Explaining further, Cook-Broussine said: “Speyburn has always had good whisky. With this range we are keeping that fruity, smooth taste that Speyburn is known for but creating a range that is accessible for the consumer who just wants good whisky, not necessarily super-premium expressions. We are offering risk-free, good value, accessible exploration to people who want interesting whisky, what we would call the ‘malt entrant’.”
Kentucky Bourbon Cask is priced at a RRP of £35, Bordeaux Red Wine Cask at £40 and Jerez Sherry Cask at £49, each for one litre.
For the ‘malt entrant’ seeking newness and discovery the brand messaging for this collection also mirrors the clarity of the offer. These are summed up by the expression slogans ‘Howdy Kentucky’, ‘Bonjour Bordeaux’ and ‘Hola Jerez’, which also aim to avoid overwhelming the consumer. As a range of travel exclusives it also plays into a desire for differentiation.
The new expressions will enter western European markets initially next year before a further roll-out, said Jeannin. Key travel retail markets for Speyburn include Europe including the Nordics and Asia Pacific, with the Americas a target for travel retail as the brand grows further.
Tasting notes
Kentucky Bourbon Cask: A mellow single malt with flavours of vanilla, fresh citrus and honey.
Bordeaux Red Wine Cask: A fruity single malt with flavours of red berries, dark chocolate and sweet spices.
Jerez Sherry Cask: A nutty single malt with flavours of hazelnuts, raisins and smooth spices. ✈
