Borderless Luxury – Transforming the Online Whisky Trade

Today, Wednesday 3rd November 2010, Elitemarket.com officially launches the Fine Malt Whisky Cellar, the first ever virtual platform to offer a fully immersive environment in which users can access some of the finest malt whisky brands on the market.

Supporting this new venture Uché Okonkwo, Executive Director & Founder, Luxe Corp, Author of Luxury Online says: “Elitemarket presents a platform that focuses on an immersive virtual luxury experience, which complements the spirit of luxury. I am pleased that the luxury industry finally has an online destination that befits luxury brands.”

Andrew McErlain, founder and CEO of Elitemarket.com said: “This is a momentous step for the online luxury goods market as well as an important development for the British web industry.

The Fine Malt Whisky Cellar showcases some of the finest brands available on the luxury market. For the first time whisky connoisseurs from around the world can visit dedicated virtual stores, bespoke for each brand, offering an unparalleled choice of fine malt whisky. Furthermore, visitors are presented with tasting notes along with essential information on the product.

Consolidated on one website, the consumer will be able to view, research and purchase multiple brands effortlessly from the comfort of their own homes”.

The Cellar is initially launching with four brands (The Dalmore, Fettercairn, Balblair and Old Pulteney) but will be adding further varieties, including Isle of Jura and Ben Nevis in the next few months.

The excitement is not just about the brands which are represented but also the depth of the range available across each of the brands – for example on Dalmore and Fettercairn this will be the most complete collection of their fine malts available anywhere on the web. Similarly, for Balblair and Old Pulteney, there is a tremendous range available within the virtual stores and visitors to the site will be able to buy the newly released Balblair 1978 vintage which has limited availability elsewhere.

The exclusive launch event will include a tasting of the afore-mentioned brands and presentations by David Robertson, Rare Whisky Director at The Dalmore and Andy Hannah, Brand Manager of Balblair.

David Robertson, Rare Whisky Director at The Dalmore said: ‘We are delighted to be involved in such a ground breaking and stylish partnership. The Dalmore continues to attract discerning consumers globally following our radical make over ~ confirmed very recently when a single bottle of our 64 year old Trinitas was acquired for a world record £100,000!  Proof, if yet more proof was needed, of our whiskies sublime quality and revered status. Visibility in Elite Market with its high end graphics and intimate shopping experience is a match made for The Dalmore.  Delivering a memorable shopping experience is fundamental to our success and allows discerning connoisseurs, epicureans, collectors and investors the chance to truly assess before they acquire.’

Andy Hannah, Brand Manager at Balblair said: “We are delighted to be working with elitemarket.com on this exciting project. As a premium brand with a global reach and a reputation for innovation, it fits well with the brand strategy. Balblair is the only malt that releases Vintages exclusively, so it makes sense for us to have a presence in a virtual luxury world”.

Margaret Mary Clarke, Senior Brand Manager for Old Pulteney commented: “This exciting new partnership provides the perfect platform to reach new international markets within the luxury goods sector. Old Pulteney Single Malt Scotch Whisky is firmly established as a quality choice for malt whisky enthusiasts worldwide and we are delighted to partner with elitemarket.com to showcase our award-winning expressions to an online global audience.”

Elitemarket.com, brings together the very best luxury products in a visually stunning environment, and can be viewed at www.elitemarket.com

The launch of the Fine Malt Whisky Cellar will be followed by the Luxury Ski Retail area (launch date 25th November), the Marina (with a special focus on Super Yachts), Jewellery and Watches, Fashion and Leather Goods and, of course, wider expansion of the Wines & Spirit Cellars.

Notes:

Elitemarket.com

Elitemarket.com is an innovative website, presenting a selection of the world’s luxury elite brands in a visually exciting high end graphical environment, where visitors can access multiple brands in one location. This unique virtual platform really does justice to the luxury goods and services exhibited.

The web has long been dominated by sites that are based purely on text and images; Elitemarket has been revolutionary in creating a virtual and interactive shopping environment that challenges traditional online marketing and sales.

Visit the Elitemarket website at http://www.elitemarket.com/

The Dalmore

The Dalmore whisky is crafted in small batches using an artisan philosophy that has been passed down through generations. The Dalmore converts crystal-clear water from the nearby river Alness in the Highlands into liquid gold. The small band of stillmen that run the distillery all originate from a handful of local families with years of experience, along with true craft and pride in their work. This ensures The Dalmore whisky’s unique character. The Dalmore is renowned for its loyal admirers and unique, full taste that reflects its deep history and origins.

Visit The Dalmore website at http://www.thedalmore.com/

Balblair

Balblair whiskies are uniquely Vintage, named for the year they were made, not with an age statement.

Every year, Distillery Manager John MacDonald tastes, judges and selects straight from the cask. And at exactly the right moment, when the balance between the age and the character of the whisky is just right, we bottle it. He selects the finest examples of Balblair from the maturing whiskies which he believes best exemplify Balblair Highland Single Malt Scotch Whisky: rich spices; fruits and a pleasant leathery note. Of the thousands of barrels sampled each year only a limited number of casks which have reached perfection are chosen for release.

Each Vintage represents an exact moment in time. A moment of perfection. It’s the ability to judge that precise point in time that makes Balblair so special.

Visit Balblair at http://www.balblair.com/

Old Pulteney

The Pulteney Distillery is found in the heart of ‘Pulteneytown’, the town created to house fishermen during Wick’s ‘herring boom’. The most northerly distillery on the Scottish mainland, the spirit crafted here is a distillation of this unique location.

Founded in 1826 by James Henderson at the height of Wick’s celebrated herring boom, the Pulteney Distillery is the most northerly on the British mainland.

Over time, the distillery has passed through the hands of various owners, and even closed during times of trouble for the industry in 1930. However, throughout this history what has endured is the quality of the whisky. Traditional craftsmanship and the distillery’s windswept location continue to contribute to the award-winning whisky that is Old Pulteney Single Malt Scotch.

Visit Old Pultney at http://www.oldpulteney.com/