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Alan Winchester: This is the first in a new series from The Glenlivet that takes his name |
Pernod Ricard Travel Retail has released the first edition in a new series of 50yo single malt whiskies – The Glenlivet Winchester Collection – with 11 out of 100 bottles of its 1964 vintage destined for travel retail markets across Europe and Asia Pacific. The new line was unveiled at DFS Group’s Masters of Wines & Spirits event in November.
Vintage 1964 comes from a cask laid down by Captain Bill Smith-Grant, the last descendant of The Glenlivet founder George Smith, in 1964. The Winchester Collection recognises the distillery’s current Master Distiller, Alan Winchester.
Each element of the bottle is hand-crafted by British artisans, from hand-blown glass to materials including rose gold and Cairngorm stone.
Speaking to The Moodie Report, Alan Winchester said: “The Glenlivet has a continuous history over the years and many older casks that we are keeping an eye on. We felt that this whisky was ready for bottling.
“We have a lot of casks maturing of very different ages and we are fortunate that we can do this at The Glenlivet – some of these older casks are held by others but controlled by us. We can then decide over the years when these are bottled.
“The character of the 1964 is quite evident. The style of The Glenlivet is fruity/floral and moves from fresh fruits to boiled sweets to jam fruit tastes. The cask has been used before so the influence of the oak has been tamed somewhat. But it still represents that fruity style, with oranges, ripe pears and with a hint of toffee just like the typical Glenlivet character.”
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The Glenlivet Winchester Collection: Just 100 bottles are being made available | |
Winchester noted that the many aged casks the brand owner holds makes it possible to drive the group’s premiumisation agenda forward.
“We used to see this more in Cognac than in whisky, but we have built up many older stocks today. Previously, 12 year old Scotch was old, but now we have ranges of 15yo, 18yo, 25yo and up to 50yo, so we’re broadening the range, and there is demand for that.”
Next in line will be a 1966 version of the 50yo, which Winchester said will feature “a very different character” to the 1964 edition. Details of this new version will emerge later.
Travel retail will continue to play a key role for The Glenlivet, added Global Brand Director Nikki Burgess. She said: “Travel retail provides the perfect opportunity to showcase our luxury and craft credentials, and introduce single malt fans who are travelling to our exceptional range of single malt whiskies.
“Through travel retail, customers can access some of The Glenlivet’s rarest expressions – such as Vintage 1964 of The Winchester Collection – as well as a number of products that are exclusive to this channel, such as The Glenlivet Master Distiller’s Reserve.”
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Above and below: How Vintage 1964 was showcased at DFS Group’s Masters of Wines & Spirits event in Singapore in November; there The Glenlivet Heritage & Brand Experience Director Peter Prentice (above) introduced visitors to the new edition |
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Asia in particular is a key region of focus for the brand, as underlined by Kim Tse, The Glenlivet Brand Manager, Pernod Ricard Asia Travel Retail. In travel retail, eight of the 11 bottles will be available in Asia Pacific.
She noted: “Asia travel retail is one of our key markets for showcasingThe Glenlivet. We have selected the airports where we believe The Winchester Collection will have most impact to our target audience. Asia is also a priority region for prestige and luxury offers and this is why we have targeted more bottles of Vintage 1964 for the region than most markets. Our retailers are long term business partners of Pernod Ricard, and we trust that the Winchester Collection will be nicely presented in their retail channels due to their prestige and standing with luxury products.”
The choice of DFS’s Masters ultra-premium showcase event last month was also key.
“Masters of Wines & Spirits is a great initiative and something that we have been actively involved with from the beginning,” said Tse. “It is a great platform for rare and precious products and the timing of this year’s event was ideal for introducing The Glenlivet 50yo Winchester Collection.”
There are still major untapped opportunities for The Glenlivet globally, stressed Nikki Burgess.
“It is important for us to continue to drive knowledge and appreciation of The Glenlivet. Through considered brand events and tastings as well as The Glenlivet Guardians Programme – a global CRM initiative which connects like-minded individuals around the world and gives them an opportunity to share their passion for The Glenlivet – we can support this ambition.
“We have seen promising growth from emerging markets such as China, providing an exciting opportunity for The Glenlivet. However, with this remains the challenge that we need to educate customers in these markets, so that they can appreciate The Glenlivet as a single malt whisky given their limited experiences within the category.
“We are meeting this challenge through a range of activities in different countries, including mentoring programmes that we implement with our retailers, bartenders and consumers to introduce them more fully to The Glenlivet and the single malt category.”
Alan Winchester said that, although the range is broadening with new editions, the style of The Glenlivet will remain unmistakeable.
“We always say that The Glenlivet was one of the first single malts that started modern Scotch distilling of malts. We are one of the oldest but also we are seen as the epitome of quality. The Glenlivet has its own style and that is seen as the embodiment of the Speyside style. We were the first to make this fruity and floral style that is recognisably The Glenlivet.”
