Bruichladdich bolsters GTR collection with Organic Barley 16 Aged Years
Bruichladdich claims a bold presence with Lotte Duty Free at Singapore Changi Airport
Rémy Cointreau-owned Bruichladdich Distillery Company has unveiled a new global travel retail exclusive single malt whisky: Bruichladdich Organic Barley 16 Aged Years.
Following on from the success of last year’s ‘Not Your Classic Whisky’ activation program for The Bruichladdich Twenty One and The Classic Laddie Sherry Cask Edition, the latest expression from the progressive Islay-based distillery made its channel debut earlier this month in Singapore Changi Airport, in partnership with Lotte Duty Free Singapore, as part of a two-month exclusive listing period.
The Singapore Changi debut will be followed by a roll-out to key airports in global travel retail, supported by an ambitious promotional program that will also highlight the wider Bruichladdich portfolio. Impactful activations are planned for locations including Copenhagen, Frankfurt, London, Glasgow, the Middle East and India, among others.
‘Not Your Classic’ activation
Incorporating Bruichladdich’s ‘Not Your Classic’ campaign concept and visuals, for maximum impact, the Changi activation features colorful shades of bright aqua and orange – plus a life-size model of a sheep, to evoke Bruichladdich’s Islay island heritage.
The activation includes a not-to-be-missed life-size model of a sheep
Key elements include an impactful Bruichladdich Tasting Bar pop-up. Specialist brand ambassadors are on hand to invite travelers to sample the Bruichladdich portfolio of single malt Scotch whiskies through complimentary tastings. In addition to the new Bruichladdich Organic Barley 16 Aged Years expression, Changi travelers can also discover the complete Bruichladdich GTR exclusive range – including the Classic Laddie Sherry Cask Edition, 21 Aged Years, and the Micro Provenance Cask, which is exclusive to Singapore Changi Airport – as well as the brand’s signature peated range, including Port Charlotte and Octomore.
Experiential merchandising displays highlight the story of the different whiskies, spotlighting both the tasting notes and the exclusivity of the offer. Aligning with the ‘Not Your Classic’ positioning, travelers can also play a fun, interactive ‘Not Your Classic’ Jumping Game, whereby they use their voices (rather than traditional arcade game controls) to direct a series of jumping sheep – and learn about the key whisky features in the process.
Jeff Jeong Soongyu, Lott Duty Free Singapore Managing Director, said, “We are delighted to partner with Rémy Cointreau to introduce the Bruichladdich Organic Barley 16 Aged Years as a Changi 1st exclusive. This world-first launch brings travelers a whisky with true character.
“Bruichladdich’s focus on provenance and quality speaks to today’s discerning consumers, and we’re pleased that Lott Duty Free Singapore is the first to offer this exceptional release.”
Customer engagement is encouraged during the Bruichladdich promotion
Reconnecting land and dram
Delivering extraordinary flavor, the 16 year old, unpeated single malt whisky has been distilled using 100% organically grown malting barley. Cultivated and harvested at Mid Coul Farm, Inverness, Scotland, the barley is grown without the use of artificial fertilizers or pesticides, reducing agrochemical inputs and supporting healthy soils.
A farming partnership which spans over two decades, the B Corp-certified distillery began working with Mid Coul Farm to grow organic barley in 2003. Passionate about seeking unparalleled flavor and traceability while also championing sustainable agriculture, the latest release showcases Bruichladdich’s long-term commitment to reconnect land and dram.
Adam Hannett, Bruichladdich Distillery Head Distiller, commented, “We’re passionate about creating the most thought-provoking spirits, and that starts with our essential raw ingredients. Great consideration is given to the type of barley varietals we distil, as well as where and how the grain is grown. With a complex and nuanced flavor profile, organic malting barley is a great example of a naturally grown cereal which not only tastes incredible but has long-term environmental benefits.”
Fully traceable from farm to glass, the Organic Barley 16 Aged Years has spent its entire maturation life on Islay. 100% bourbon cask matured, the ex-American oak adds smooth vanilla cream and subtle wood spices to the final single malt whisky, beautifully complementing – but never overpowering – the clean, cereal-forward spirit.
Purity and provenance
“The clarity of flavor from the organically grown malting barley is quite remarkable,” Hannett added. “Free from chemical intervention, the barley is the purest expression of its terroir, shaped by its geographical location, climate and the soil it has grown in. It’s a delicate balancing act to ensure that the influence of the cask doesn’t dominate the overall flavor, and this expression lets the unctuous, rich cereal-forward notes of the organic barley shine.”
The Bruichladdich signature peated range includes Port Charlotte and Octomore
Bottled at 50% ABV, Bruichladdich Organic Barley 16 Aged Years is a light and vibrant single malt whisky. A medley of tropical fruits open on the nose, with pineapple, peach and apricot jam. The ex-American oak adds to the smooth and rounded texture on the palate, with the organic barley coming to the fore with notes of malt sugar, warm straw and sweet toffee popcorn.
Beyond the malting barley alone, every aspect of Bruichladdich Organic Barley 16 Aged Years adheres to the highest standards of organic certification. Each step of the process – from the specific farm that cultivates the grain and the logistics of transporting the barley to Islay, to the fermentation, distillation, maturation and final bottling – is inspected and certified by the Biodynamic Association.
This latest release from Bruichladdich joins the brand’s exclusive traveler’s range, which includes The Classic Laddie Sherry Cask Edition and The Bruichladdich Twenty One.
Fida Bou Chabke, Rémy Cointreau CEO Global Travel Retail, added, “I’m very proud of this exciting new addition to our travel retail exclusive portfolio. “Sustainably farmed, using no artificial fertilizers, agrochemicals or pesticides, Bruichladdich Organic Barley 16 Aged Years showcases the brand’s commitment to terroir and barley exploration. I’m delighted to once again be partnering with Lotte Duty Free Singapore and Singapore Changi to offer our traveling consumers the first opportunity to experience this very special release.
“Bruichladdich Organic Barley 16 Aged Years is an exceptional single malt that embodies the essence of Islay, and the distillery’s dedication to producing spirits that are pure, authentic, and respectful of the land they are born from. We know that travelers are increasingly seeking out brands that offer creativity, craftsmanship and meaningful consumption moments. This new GTR-exclusive expression perfectly captures Bruichladdich’s unwavering dedication to transparency, traceability and uncompromising quality.”
