May 21 2024  |  Spirits & Tobacco

Brown-Forman underscores commitment to elevating the whisky experience

By Hibah Noor

Brown Forman's David Rodiek and Dr Rachel Barrie present the ultra-premium Benriach 1996 Cask Aged 50 Years

Brown-Forman has hailed the success of its exclusive global travel retail event, ‘A Sensorial Evening of Single Malt Whisky Discovery’, held during the TFWA Asia Pacific Conference & Exhibition in Singapore.

The event, at Rosemead in Singapore's Central Business District, showcased three renowned single malt brands: Benriach, The Glendronach and Glenglassaugh, with approximately 75 guests treated to a whisky discovery journey guided by Master Blender Dr Rachel Barrie.

Though located just 20 to 30 miles apart, Benriach, The Glendronach, and Glenglassaugh exhibit strikingly distinct characteristics. Glenglassaugh, situated along Sandend Bay, embodies a coastal allure with its sweet character shaped by the surrounding land and sea. Benriach, renowned for its creative distilling heritage, explores a vast spectrum of flavors through experimentation with eclectic casks sourced worldwide, while The Glendronach, nestled in the Scottish Highlands, offers a richly sherried experience, drawing depth and character from select Spanish oak sherry casks sourced from Andalucía.

Benriach was one of three brands highlighted at the Brown-Forman event in Singapore

David Rodiek, VP, Managing Director GTR at Brown-Forman, said, "We were thrilled to welcome guests to an evening that celebrated the rich legacy and exceptional quality of our single malt whiskies. The event underscored our commitment to elevating the whisky experience and strengthening brand awareness in the APAC travel retail market, as well as showcasing our most luxurious single malts to a select audience."

Barrie, often hailed as the 'First Lady of Scotch,' shared captivating insights into the inspiration behind each expression. The evening featured three courses, each paired with a selection of whiskies from Benriach, The Glendronach, and Glenglassaugh, offering guests an opportunity to savor the distinct character and flavors of each spirit.

Among the featured products were Glenglassaugh Sandend, honored as Whisky of the Year, The Glendronach 10 Years Old, Benriach Smoky Quarter Cask, Benriach Triple Distilled 10 Years Old, as well as Benriach Triple Distilled 25 Years Old, all travel retail exclusives.

One special highlight was the unveiling of the ultra-premium Benriach 1966 Cask Aged 50 Years, reflecting the unparalleled craftsmanship and rarity of this exceptional whisky which is priced at £25,000 (RRP). Five of the 37 bottles are destined for the GTR channel. The first global launch in Asia in May 2024 shows the importance of this region to Brown-Forman.

Barrie commented, “I am proud to present Benriach 1966 Cask Aged 50 Years as our ultimate treasure. Sip 50 years of opulent refinement with notes of sublime honeyed dates and delicate oak spices in harmony with the lingering finesse of apple, pear, and traces of grapefruit.”

According to Brown-Forman, the event’s success reaffirms the company’s position as a key player in the global spirits industry and highlights its commitment to creating unforgettable experiences for whisky enthusiasts worldwide including offerings of rare, ultra-premium, and luxurious whisky expressions.

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