Pernod Ricard launches new single malt
Chivas Brothers has launched a single malt whisky, Allt-A-Bhainne, which features the smokiness of peat as well as the fruity sweetness associated with whiskies from the Speyside region.
Pernod Ricard, which owns the brand, says this new whisky will push the conventional boundaries of the single malt category in a bid to attract a whole new generation of drinkers.
Richard Clark, Allt-A-Bhainne Master Distiller, said: “We know that whisky drinkers have evolved. They are becoming more adventurous with their repertoire and want to try something new. That’s why we’ve decided now is the perfect time to launch Allt-A-Bhainne.
“Convention said we shouldn’t mix peat with Speyside and that smokiness and sweetness wouldn’t work together. But we followed our nose, distilled the whisky in the way we know and trust, and Allt-A-Bhainne is the result. It’s a match that might go against traditional Speyside conventions, but that’s something we’re not afraid to challenge.”
The Allt-A-Bhainne distillery opened in 1975 and since then has primarily been used as a whisky within the Chivas Regal blend, but as peated malts are increasing in popularity around the world, Pernod Ricard has made the decision to launch the whisky in its own right.
Bottled at 40 per cent ABV, Pernod Ricard said the whisky is aimed at active single malt explorers looking to experience something a bit different, while also appealing to new single malt drinkers with its straight-talking attitude.
Eric Thomson, marketing director of Pernod Ricard Australia, added: “The Single Malts category alone in Australia is in strong double-digit growth at +19.7%.
“Traditionally, Single Malt whisky focuses on history, heritage and how things used to be done. Speyside is known for its fruity whiskies but Allt-A-Bhainne goes against the grain creating an unconventional mix of sweet and peat.”
Allt-A-Bhainne is now available in Australia, at an RRP of $80.