Rémy Cointreau-owned Bruichladdich Distillery Company has unveiled a new global travel retail exclusive single malt whisky: Bruichladdich Organic Barley 16 Aged Years.
Following the success of last year’s Not Your Classic Whisky activation programme for The Bruichladdich Twenty One and The Classic Laddie Sherry Cask Edition, the latest expression from the progressive Islay-based distillery made its channel debut last month in Singapore Changi Airport, in partnership with Lotte Duty Free Singapore, as part of a two-month exclusive listing period.
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Bruichladdich Organic Barley 16 Aged Years |
The Singapore Changi debut will be followed by a roll-out to key airports, supported by an ambitious promotional programme that will also highlight the wider Bruichladdich portfolio.
Incorporating Bruichladdich’s Not Your Classic campaign concept and visuals, the Changi activation features colourful shades of bright aqua and orange – plus a life-size model of a sheep, to evoke Bruichladdich’s Islay island heritage.
A tasting bar pop-up invites travellers to sample the Bruichladdich portfolio of single malt Scotch whiskies. They include the Classic Laddie Sherry Cask Edition, 21 Aged Years, and the Micro Provenance Cask (which is exclusive to Singapore Changi Airport) as well as the brand’s signature peated range, such as Port Charlotte and Octomore.
Travellers can also play a fun, interactive Not Your Classic Jumping Game, in which they use their voices (rather than traditional arcade game controls) to direct a series of jumping sheep – and learn about the key whisky features in the process.
“We are delighted to partner with Rémy Cointreau to introduce the Bruichladdich Organic Barley 16 Aged Years as a Changi 1st exclusive,” said Lotte Duty Free Singapore Managing Director Jeff Jeong Soongyu. “This world-first launch brings travellers a whisky with true character. Bruichladdich’s focus on provenance and quality speaks to today’s discerning consumers, and we’re pleased that Lotte Duty Free Singapore is the first to offer this exceptional release.”
Fully traceable from farm to glass
The 16yo, unpeated single malt whisky is distilled using 100% organically grown malting barley in the B Corp-certified distillery. Cultivated and harvested at Mid Coul Farm, Inverness, Scotland, the barley is grown without the use of artificial fertilisers or pesticides, reducing agrochemical inputs and supporting healthy soils.
Fully traceable from farm to glass, the Organic Barley 16 Aged Years has spent its entire maturation life on Islay. 100% bourbon cask matured, the ex-American oak adds smooth vanilla cream and subtle wood spices to the final single malt whisky, complementing the clean, cereal-forward spirit.
Beyond the malting barley alone, every aspect of Bruichladdich Organic Barley 16 Aged Years adheres to organic certification. Each step of the process is inspected and certified by the Biodynamic Association.
Bottled at 50%abv, Bruichladdich Organic Barley 16 Aged Years is described as a light and vibrant single malt whisky. A medley of tropical fruits open on the nose, with pineapple, peach and apricot jam. The ex-American oak adds to the smooth and rounded texture on the palate, with the organic barley coming to the fore with notes of malt sugar, warm straw and sweet toffee popcorn.
“I’m very proud of this exciting new addition to our travel retail exclusive portfolio,” commented Rémy Cointreau CEO Global Travel Retail Fida Bou Chabke. “Sustainably farmed, using no artificial fertilisers, agrochemicals or pesticides, Bruichladdich Organic Barley 16 Aged Years showcases the brand’s commitment to terroir and barley exploration. I’m delighted to once again be partnering with Lotte Duty Free Singapore and Singapore Changi to offer our travelling consumers the first opportunity to experience this very special release.
“Bruichladdich Organic Barley 16 Aged Years is an exceptional single malt that embodies the essence of Islay, and the distillery’s dedication to producing spirits that are pure, authentic, and respectful of the land they are born from. We know that travellers are increasingly seeking out brands that offer creativity, craftsmanship and meaningful consumption moments. This new global travel retail-exclusive expression perfectly captures Bruichladdich’s unwavering dedication to transparency, traceability and uncompromising quality."