William Grant launches new single malt range that aims to decode the category

William Grant & Sons has launched a new 10 year-old single malt Scotch whisky designed to help new single malt drinkers navigate the flavours of the category 

Aerstone focuses on the impact of maturation and malting on flavour and is available in two expressions: Sea Cask 10 Year Old and Land Cask 10 Year Old.

The range showcases two different styles of whisky under the same brand, allowing consumers to easily understand the spectrum of flavours and “demystify the traditional – and often complex – language associated with the category”, according to the producer. The brand has been designed to offer easy-to-navigate flavours through clear taste descriptors on pack.

Sea Cask, described as ‘smooth and easy’ on the pack, is a classic Speyside-style single malt with nutty vanilla notes. This whisky develops its character from the time spent aging in warehouses located close to the sea on the Ayrshire coast, giving the whisky a subtle salty note on the finish.

Land Cask, on the other hand, is described as ‘rich and smoky’ and is a peated single malt highlighting the use of Highland peat in the malting. The whisky’s flavours are developed in warehouses located further inland, which allows the smoky notes to shine through, according to the producer.

Sean Wiemann, global innovation brand manager at William Grant, said: “We wanted to create a brand that would allow consumers to make a confident choice and offer a great everyday single malt to complement the rest of our premium portfolio. We recognise that for some consumers, the category is complex and can be intimidating. With Aerstone we want to break down some of those barriers and help simplify single malts, inviting existing malt drinkers and new entrants to learn about all the different flavours and styles of single malt Scotch.”

Brian Kinsman, master blender, said: “We have developed two very different and evocative flavour profiles under the one brand, both inspired by the Scottish environment and raw elements where we age our whisky. With a 10 year age statement, people can expect a well-rounded single malt whisky with depth of flavours that will intrigue not only new drinkers, but also more experienced single malt enthusiasts.”

Neil Barker, managing director at William Grant & Sons UK, said: “Our consumer research has shown that an accessible single malt is set to be a great addition to both the category and our portfolio. With two great expressions available, solidly rooted in our proud Scottish heritage and its landscape, Aerstone perfectly complements people’s increasing interest in hyper-localism, identified in our 2018 Market Report.”

Aerstone will be introduced to the UK market from mid-September and will initially launch in Tesco. The launch will be supported by a marketing campaign centred on ‘Single Malt. Two Choices.’

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