The Famous Grouse is set to launch a special edition 16 year-old double matured, blended Scotch whisky, expressly for the Asian travel retail market. This will be the first in a series of blends that will be produced annually for the Earth’s largest continent and available in key Asian airport locations including Singapore, Kuala Lumpur and Bangkok from the beginning of June, as well as a range of international domestic markets.
This 16 year-old blend of eight different whiskies has been matured in first-fill Sherry casks and first-fill American Bourbon casks “to ensure a depth of flavour”. The expression is presented in a pink and purple, signed collectors’ pack designed by Vic Lee, an award-winning illustrator. Lee’s special pack replicates the rich legacy of the brand, and motivated by the ‘world of the grouse’ and the innate essentials of the whisky-making process.
Ryan Hill, regional director, Asia travel retail, at brand-owner Edrington, said: “The travelling consumer in Asia is drawn by special packaging and limited edition product offers which emanate from trusted global brands, which are rich in heritage and which are stunning on the shelf.
The Famous Grouse 16YO Vic Lee special edition ticks all those boxes and, therefore, we anticipate an enthusiastic response in store to this unusual double-matured blend.
The expression will be available from June 2014.