New Macallan malt for Duty Free
fino and oloroso sherry casks, has been launched in Duty Free and
Travel Retail outlets by The Macallan.
The Edrington Group, makers of a wide range of Scotch whiskies such as The Famous Grouse and Highland Park, has announced the launch of a new addition to The Macallan Single Malt range - Elegancia.
The new whisky will be exclusive to Duty Free and Travel Retail outlets, and will replace the 12-year-old variant of the whisky in most outlets. The whisky is said to have a lighter, sweeter taste than other variants in The Macallan range, but at the same time retaining the distinctive qualities of that whisky.
Elegancia, which is Spanish for 'elegance', has strong Spanish ties; Edrington claims that it is the only remaining Single Malt whisky to be exclusively matured in Spanish sherry oak casks (although several others are 'finished' in sherry casks). Two types of cask are used - light, fragrant fino and rich, dry oloroso.
The whisky, which was distilled in 1990, is available in a one-litre bottle. It will retail for a standard global price of €38, although the duty free price will vary depending on the local market price, the company said.
David Robertson, global marketing manager for The Macallan, said that Elegancia was developed for the Duty Free/Travel Retail market to offer "something special to The Macallan aficionados".
"This new expression recognises what an important and influential shop window the travel retail outlets provide for The Macallan family," he said.
"Elegancia can only be bought when you travel - in a way it is about putting some of the magic and exclusivity back into travel retail shopping. We anticipate strong demand from our many advocates around the world."
Duty Free is often used by drinks manufacturers to launch new variants on existing lines, some of which are then transferred to traditional retail lines if successful.
Elegancia has been available in certain outlets for the past month, and the reaction has been positive. Leigh Irvine of the World Duty Free chain of stores said that the brand was already performing as well as The Macallan 12-year-old which it has replaced. "It is a hugely encouraging that a newly introduced product is already performing to the level of a well established favourite," Irvine said.
A number of promotions have been created to support the brand in the run up to the important Christmas period, Irvine added.
