Bruichladdich relaunches Black Art as a GTR exclusive limited edition series

Rémy Cointreau-owned Bruichladdich Distillery Company has unveiled Black Art Sapero – a global travel retail exclusive single malt Scotch whisky that marks the first chapter of a new multi-part series that will be expanded annually.

The latest release from the progressive Islay-based distillery is making its channel debut this month in Singapore Changi Airport T4, in partnership with Lotte Duty Free Singapore. The exclusive one-month listing period began on November 4, with the activation continuing until the end of December.

Swapping full transparency for total trust

Derived from the Latin verb ‘sapere’, meaning ‘to know’ or ‘to discern’, Black Art Sapero pays homage to the ancient art of whisky making, and showcases the unparalleled knowledge and skill of Master Blender Adam Hannett.

“Unique and unrepeatable”, Black Art Sapero has been crafted in complete secrecy – the antithesis of Bruichaddich’s usual commitment to total transparency. Only Hannett knows the mystery behind the whisky’s provenance, barley varietals and cask maturation profile – a mystery perfectly captured by the tagline: ‘Every bottle a chapter; every sip a secret’.

With only the age and ABV disclosed, Bruichladdich is inviting travelers to journey into the unknown, trusting implicitly in Hannett’s mastery, to discover an unforgettable whisky which puts flavor first.

An enigmatic journey of discovery

Using rare and limited stocks from the distillery’s extensive inventory, Black Art Sapero showcases the profound and inexplicable marriage of spirit, cask and time. Aged for 19 years and bottled at 47.8% ABV, Black Art Sapero has spent the entirety of its maturation at the distillery on Islay, in undisclosed casks that have quietly matured in the depths of Bruichladdich’s warehouses.

Crafted specifically with flavor at the forefront, dark chocolate is immediate on the nose, punctuated with citrus orange zest and a hint of black cherry. Malted barley, maple syrup and caramelized brown sugar coat the palate, complemented with layered spices and a subtle mineral note.

Hannett commented, “Black Art has always been about embracing the unknown, and creating Sapero was a chance to trust the process entirely. Relying on instinct and experimenting with some of our rarest casks, every decision was guided beyond logic or rule. The result is something truly enigmatic – an unforgettable whisky that invites you to taste, question, and ultimately trust in the mystery.”

The first Bruichladdich Black Art release made its debut in 2012. Black Art Sapero marks the beginning of a new era for the collection, which from now on will be available exclusively in global travel retail. The journey continues with Black Art Propheta and Black Art Empresse, set to follow in November 2026 and 2027, respectively.

Changi entices travelers into The Library of Secrets

Designed to engage travelers at every stage of their journey, a 360-degree online-to-offline launch campaign combines digital innovation with experiential retail theatre, to create a seamless and multi-sensory brand experience. The pre-trip journey begins with targeted Grab advertisements, delivered in partnership with Singapore’s leading ride-hailing service Grab, connecting travelers to the world of Black Art before they arrive at the airport.

To mark the global debut of Black Art Sapero, Bruichladdich and Lotte Duty Free Singapore have created The Library of Secrets – a striking, immersive activation that draws travelers into the mysterious world of Black Art. The Library of Secrets captures the whisky’s spirit of intrigue, transforming the travel retail space into a place of discovery.

At the activation entrance, a giant book stops travelers in their tracks. Once the cover is flipped open, a digital touchscreen reveals tasting notes and information about Black Art Sapero and future chapters of the series.

The journey continues with a vintage rotary phone – a direct line to Islay. On lifting the receiver, a pre-recorded message from Hannett begins to play, directing guests further into The Library of Secrets.

As guests interact with the bookshelf-style merchandising, they uncover a special “book” that transforms into a sensorial touchpoint which reveals the hidden flavor notes of Black Art Sapero using scent, light and symbolism. To encourage conversion, shoppers who make a purchase are invited to personalize a luggage tag GWP with their initials, creating a bespoke keepsake of their experience.

Finally, travelers who register for the ‘Black Art passport’ and collect reward stamps for each Black Art whisky purchased are eligible to win a ‘money-can’t-buy’ experience to meet Hannett at the Bruichladdich Islay distillery. All three Black Art Editions (or any three bottles from the Black Art Series) qualify shoppers for competition entry. Signing up for the passport also keeps shoppers informed about future launches.

“The introduction of Black Art Sapero marks a defining moment for Bruichladdich in global travel retail,” commented Rémy Cointreau CEO Global Travel Retail Fida Bou Chabke. “By making this exceptional series exclusive to the channel, we are offering travelers something truly unique – a whisky born from mystery, craftsmanship and trust.

“I’m delighted to partner with Lotte Duty Free Singapore and Singapore Changi Airport to bring The Library of Secrets to life in a way that’s immersive, meaningful and memorable. Black Art Sapero, and this supporting activation, transforms curiosity into connection – embodying Bruichladdich’s drive to innovate and engage through genuine storytelling and unwavering excellence.”

Following the launch at Singapore Changi, Black Art Sapero will be available in selected global travel retail locations from December 2025 onwards.