Pernod Ricard UK introduces its first-ever rum barrel finished single malt
The Glenlivet, the original Speyside single malt, has launched The Glenlivet Caribbean Reserve in the UK, a new release that combines the heritage of Scotch whisky with the flavour and soul of the Caribbean. The launch is The Glenlivet’s first single malt to be selectively finished in rum barrels and is the latest example of The Glenlivet breaking traditions in single malt Scotch. The result is a Scotch that is bold, sweet and tropical, that experiments with different flavours to break old whisky conventions.
The new malt looks to satisfy consumer appetite for flavour exploration by combining the worlds of Scotch and rum for the first time in the Speyside distiller’s history. The Glenlivet Caribbean Reserve brings the spirit of the Caribbean islands to life through vibrant packaging and imagery where warm coral shades and palm trees meet The Glenlivet’s trademark teal and cream colours.
The Glenlivet Caribbean Reserve evokes rich notes of caramel toffee that are followed by mandarin orange, vanilla and honeydew melon, whilst the nose conjures pear and red apple with the tropical twist of ripe bananas in syrup. The finish is citrusy and delicate, resulting in a well-balanced and exceptionally smooth spirit, making Caribbean Reserve perfect to be enjoyed neat or over ice in the sun, or enjoyed in the style of the islands that inspired it – in light and refined Caribbean-inspired tiki serves.
Marnie Corrigan, Pernod Ricard UK Brand Director, comments: “The Glenlivet has grown +21.2% in value over the latest 12 weeks[1], and NPD continues to grow the Single Malts category adding +12% vs. latest 12 weeks last year[2]. The UK has a rich history of tropical takes on whisky cocktails and challenging the notion that rum is the only option for Caribbean-inspired drinks, making it the perfect market for the latest addition to our brand portfolio. The Glenlivet Caribbean Reserve is a unique proposition and the launch is an important next step in our ‘Original by Tradition’ platform, to reinforce our innovative credentials and to recruit new-to-category drinkers.”
The launch is being supported by a digital-led ATL media campaign, in-store activity, social media, eCRM and PR activity. The Glenlivet Caribbean Reserve will be available from Tesco, Sainsbury’s, Waitrose, Morrisons, Coop and Amazon at an RRP of £38.59.
[1] Nielsen, Total Coverage, Latest 12 weeks to 13.06.20
[2] Nielsen Scantrack, Latest 12 weeks to 04.01.20
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