Whyte & Mackay announces Fettercairn relaunch

Whyte & Mackay has announced the relaunch of its Highland Single Malt Whisky Fettercairn, along with the first new releases from the brand in a decade.

The activity follows a recent surge in investment from the Glasgow-based producer, which includes a complete overhaul of its Jura Single Malt Brand, a full rebrand and relaunch for Tamnavulin Speyside Malt, numerous new product releases and global marketing plans.

The news from Fettercairn reveals four new expressions alongside the new premium brand identity and new packaging.

Global marketing director, Steven Pearson, said: “Fettercairn is a brand not only with a wealth of great aged and rare whisky, but one with a great story to tell. We have been sitting on our stocks for a number of years, waiting for the right time to bring this exceptional whisky to market and succeed in the competitive world of Single Malts.

“We are confident that the timing is right for our premiumised new range and design, and that our brand proposition presents the opportunity to answer a real consumer need which will add value to the category and drive commercial success for our distribution and retail partners.”

Fettercairn is located in the eponymous village at the foothills of Scotland’s Cairngorn Mountains. The distillery was established by Sit Alexander Ramsay in 1824.

The four new expressions boast a house style of tropical fruit flavours, mixed with soft spice and sweetness, according to the producer, described as a combination of flavours of melon, pineapple, banana, clove, ginger, treacle, toffee and caramel.

The first is Fettercairn 12 Year Old priced at £48, followed by the 28 Year Old, the 40 Year Old and 50 Year Old. The latter retails at £10,000 .

Each in the range begins its life in American White Oak ex-bourbon barrels with the 12 and 28 Year Old expressions resting in this way until maturity. The 40 Year Old features a finish in an Apostles Sherry Cask (no.6) and the 50 Year Old in a Tawny Port Pipe (no.1).

Distillery manager, Stewart Walker, said: “Fettercairn is simply a beautiful distillery with a treasure trove of aged and rare stocks. I have worked here since 1990 and most of the team that started with me then are still on this journey with me today.

“It is a pleasure crafting Fettercairn Single Malt together and we are immensely excited to finally share our exceptional whiskies with enthusiasts the world over.”

Fettercairn 12 Year Old and 28 Year Old are available from select whisky specialists including The Whisky Shop, Whisky Exchange and Amazon from August 2018. The 40 Year Old and 50 Year Old will be available late August.

Whyte & Mackay is owned by Manila-based group Alliance Global, and managed by Emperador. 

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