Broxburn; 22 October 2007; Ian Macleod Distillers is launching SMOKEHEAD EXTRA RARE, a new and exclusive one litre product for the global Travel Retail market.
Building on the huge success and acclaim of Smokehead Islay Single Malt since its launch in 2006, Smokehead Extra Rare takes the brand essence to the next level, positioning it as a more exclusive and premium luxury product in the Travel Retail market.
Like its predecessor, Smokehead Extra Rare is a contemporary and individual whisky that uses innovative 'stand out' designer packaging. The distinctive and tactile embossed and debossed tin of the original remains, but a colour change from black and white to silver metallic with gun-metal foiled letterpress gives Extra Rare a sophisticated edge. Further added value and ritual has been introduced with the bottle held in a modern Hessian style draw string bag (reminiscent of malt sacks) with a branded brushed metal tag.
Iain Weir, Marketing Director for Ian Macleod Distillers commented: "Smokehead Extra Rare is 'Big Brother' to the original 70cl edition. It is a heavily peated Islay Single Malt of the highest quality. We wanted to build upon this and Smokehead's already award-winning design, to create an even more exclusive product for the Travel Retail market.â?
Iain Weir continued, "Since launching last year, Smokehead has secured its place as a strong, modern brand which has proved popular with a new generation of adventurous malt whisky drinkers. Smokehead Extra Rare paves the way for us to take the brand forward, offering 'extras' - more product, more value and more shelf-standout in the highly competitive Travel Retail environment.â?
The Travel Retail market will be a key focus for Ian Macleod Distillers over the next five years, with the aim to increase their presence, volume and profit in global Travel Retail. Developing new exclusive Travel Retail products, such as Smokehead Extra Rare, will form an essential part in this new strategy.
Limited stock of Smokehead Extra Rare is available worldwide exclusively through travel retail outlets (1 litre, RSP of â?¬40/).
Curious to discover more, please contact Ian Macleod Distillers Ltd on tel: 01506 852205 or see www.smokehead.co.uk
Iain Weir, Marketing Director
Ian Macleod Distillers Ltd
T: 01506 852205
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A rollercoaster of peat and spice with some delicate sweetness.
Heavy smoke and peat. Amazing richness. Lemon, fresh ginger, plum jam. Salty and spicy.
Like a cannonball - hits the palate at once with cocoa, peat and some honey sweetness then explodes with peppery spice and more earthy peat. Spreads to all the areas of your mouth with more peat and light sweetness.
Even more peat, spice, mandarin - then dries up. When you think it's all over the peat comes back to hit you again.