Whether or not it’s the ‘Mad Men Effect’ is up for debate, but the world is increasingly excited about whisky, particularly single malt Scotch. Aficionados and connoisseurs will therefore welcome the news that Mortlach, one of the finest single malts to come out of Scotland, will be launching a variant especially for travellers: Mortlach Special Strength.
Powerful and unique in flavour, Mortlach, dubbed “The Beast of Dufftown,” is a ‘best-kept secret’ among those in the know and previously released limited quantities have been snapped up quickly by enthusiasts. After decades as a single malt used by blenders in some of the world’s finest Scotch whisky blends, Mortlach is being given its own opportunity to shine as a premium, luxurious single malt in its own right.
Mortlach Special Strength is drawn from a complex combination of first fill, refill and re-charred American and European oak casks. Diageo Master Blender, Dr Jim Beveridge said: “We chose to bottle Mortlach Special Strength at 49% as it reveals nuances of the complex yet harmonious character, a mix of vanilla and mature oak underscored by roasted aromatics, delivering a unique, differentiated taste experience when compared to, for example, Mortlach Rare Old at 43.3%.”
This new variant is aimed at travellers who enjoy super deluxe whisky and seek rarity and quality in their liquids. Alongside Mortlach Special Strength, two other expressions of Mortlach are now available in travel retail and domestically: Mortlach 18-Year Old and Mortlach 25-Year Old.
Mortlach Special Strength is presented in a striking and iconic contemporary-style bottle, inspired by the golden age of engineering in which the liquid was born. The bottle boasts strong lines and a generous decanter-style neck designed to protect and enhance the appearance of the fine, premium whisky it contains.
To celebrate the launch, travellers will receive a beautiful crystal glass whisky tumbler set with every purchase of Mortlach Special Strength, in selected airports. For any connoisseurs with a passion for the very finest of Scotch whiskies, Mortlach will take pride of place front and centre of any drinks collection.
Luxury travellers passing through London Heathrow Airport and Dubai International Airport will have the opportunity to sample Mortlach Special Strength and explore the unique taste of this new single malt Scotch whisky at bespoke tasting zones.
Peter Fairbrother, Marketing Director of Diageo Global Travel and Middle East (GTME), said: “We are incredibly excited to launch Mortlach Special Strength in travel retail. Premium whisky, in particular single malt Scotch, is causing real excitement in duty free with travellers seeking out unique whiskies that they can only pick up on their journeys. With its rich heritage, unique distillation process, bold flavours and striking bottle, we’re confident whisky and travel enthusiasts across the globe will enjoy discovering this new Special Strength variant.”
Global Brand Ambassador for Mortlach and Scotch whisky expert Georgie Bell, added:
“Along with its extraordinarily distinct flavour, the richness and authenticity of Mortlach’s heritage is what really sets it apart. Dating back almost 200 years, Mortlach embodies the brave vision of its founders, the Scottish civil engineer George Cowie and his son Dr. Alexander Cowie. Like other great Victorian entrepreneurs of that golden age, they were known for their ingenuity, creating the unique and astonishingly complex 2.81 distillation process that produces the richly flavoured whisky we know today. Mortlach can now finally take up its rightful position as one of the finest premium single malts in the world. Thanks to this travel exclusive variant, this single malt will now be enjoyed by more than just a handful of privileged connoisseurs.”
The new Mortlach Special Strength expression will be available exclusively to travellers in duty free outlets worldwide, from early 2015 at an RRSP of £75 / $120.