New venture opens-up whisky as tangible alternative asset class

Liquid gold an alternative to solid gold?

A FORMER Master Distiller has launched a new company in the UK that invests and trades in rare and premium whisky. The Whisky Trading Company, founded late last year and now being opened-up to wider investors, aims to deliver returns in excess of 15 percent per annum.

The company has identified 3,000 bottles as part of its initial investment (some distilled before World War II) and £450,000 has already been raised to secure options on this initial stock. The investment opportunity is now being widened as it seeks to raise an additional £2-4 million to capitalise on market opportunities.

The new venture has been set up as an Enterprise Investment Scheme (EIS) in the UK, delivering additional tax benefits for early investors.

Investing in the top 10 performing whiskies from the beginning of 2008 to the end of 2012 would have seen returns of 508 percent; the top 100 returned 306 percent, the top 250 returned 225 percent; and the top 1,000 saw a return of 123 percent, as per data from UK auctions (Whisky Highland).

With a huge market already well-established in fine wine investment, whisky as an alternative investment market is dynamically growing both at home and abroad. Whisky auction houses in the UK alone saw 14,000 bottles sold in 2012, a huge jump from just 2,000 in 2008. By 2020, this number is estimated to grow by 114 percent to 30,000 bottles. Globally 2012 saw around 75,000 bottles auctioned valued at £11 million, and this is expected to double in volume to 150,000 bottles in 2020 with values trebling to £33 million, suggesting the trend towards premiumisation will continue.

The Whisky Trading Company was founded in October 2012 by David Robertson, formerly Rare Whisky Director at The Dalmore and prior to this Master Distiller at The Macallan, who has over 20 years in the whisky industry, and Lindon Neil, a former investment banker at RBS and Wachovia Bank. David previously secured the sale of the world’s first £100,000 bottle, a 64-year old Dalmore Trinitas, in 2010.

Commenting on the launch of The Whisky Trading Company, David Robertson said: “There is a finite stock of premium whisky and a growing demand. Every bottle sold and taken out of circulation decreases the stock available and raises the value of the remainder. We want to capitalise on this, whilst also providing investors an attractive investment proposition given the EIS structure.

“The important point to remember about whisky as an alternative asset class is that unlike wine the product doesn’t have a cellaring period and will never perish and turn to vinegar. It is a far more stable liquid investment as a result. And the volume of premium bottles being traded continues to grow significantly year-on-year, with more than 17,000 expected through 2013.

“We want to capitalise on that and deliver significant returns to investors.”

Notes:

• EIS: The Whisky Trading Company qualifies under EIS rules in order to deliver tax benefits for investors based in the United Kingdom, depending on their circumstances. The main benefits are:
  • Income tax relief of 30 percent of the subscription (£1m cap per investor);
  • The ability to carry back the income tax relief to 2011/2012 for tax relief at 30 percent (£500k investment cap per investor);
  • Unlimited capital gains tax deferral relief;
  • Capital gains tax exemption on disposal of the shares; and
  • Unlimited 100 percent IHT relief after two years.
• Investment in alternative assets is becoming increasingly popular. An increasing number of investors are putting some of their wealth into more tangible assets such as fine wine, art, classic cars, coins, jewellery, stamps, watches and now whisky, which diversifies their portfolio. They are deemed to be investments that are less correlated with macroeconomic shocks, the performance of the macro economy and the volatility of the stock market.
• Global socio-economic trends have led to an increase in the demand for luxury goods, which includes premium whisky around the world in both mature and emerging markets.
• The most valuable whisky ever sold at UK retail was 64-year old The Dalmore Trinitas, which fetched £120,000 in Harrods in 2010.
• The most valuable globally was a 62-year-old The Dalmore Sinclair, sold at Changi Airport, Singapore, which sold for £135,000 in 2011. (First sold in 2002 for £25,000 at auction, a second bottle was acquired and drunk at Penny Hill Park Hotel in April 2005 for £32,000 and the final bottle was then placed with Changi airport in 2011.)
• The value of rare and collectable whisky depends on reputation of distillery and the quality of the whisky itself. The most sought after whiskies usually originate from a number of places: extinct distilleries, classed as “silent stills” e.g. Brora, Port Ellen, Rosebank; older aged vintage bottles; certain brands – particularly iconic brands such as The Macallan, The Dalmore, Balvenie and Glenfiddich, and, in particular, limited edition varieties – for example, Macallan released 2,012 bottles to celebrate Queen Elizabeth’s Diamond Jubilee and The Dalmore have recently released their Constellation Collection – and, finally, having a bottle in its original packaging – a liquid time capsule!
• All auction figures and statistics in this press release are attributable to Whisky Highland.

About The Whisky Trading Company

The Whisky Trading Company is a specialist rare whisky merchant established in London and Edinburgh in 2012. It offers a unique opportunity for UK taxpayers to participate in the returns attainable from the rare whisky market by investing in a start-up supported by the benefits of the Enterprise Investment Scheme (EIS), a government-sponsored initiative to encourage investment in UK enterprise.

The company buys and trades only the rarest and super premium of whiskies and aims to deliver returns in excess of 15 percent per annum to its investors and shareholders. As with fine wine, there is finite supply and growing demand for rare whisky, with every bottle sold and consumed increasing the scarcity and this value of remaining stock. These market conditions coupled with our expertise in the industry deliver a strong investment opportunity for investors seeking to diversify their funds into alternative assets.

The company was set up and is managed by whisky expert David Robertson, who has over 20 years’ experience in the whisky industry including as Master Distiller at The Macallan. He also created and sold the world’s first £100,000 bottle of whisky, a 64-year-old Dalmore Trinitas. 

The Whisky Barrel Expands Burns Malt® Whisky Range

Online whisky shop The Whisky Barrel today releases six new single casks bottlings of the retailer’s exclusive Burns Malt® series of single malt Scotch whiskies.

The new batch of casks includes single malts distilled at Bunnhabhain, Braes of Glenlivet, Dailuaine, Longmorn and Springbank Scotch distilleries plus the demolished Speyside Caperdonich distillery.

These new bottlings can be purchased on The Whisky Barrel web site:-

Bunnahabhain 23 Year Old Burns Malt / 48.2%
£47.85 GBP ($60 USD) £37.88 ex VAT.

Braes of Glenlivet 23 Year Old Burns Malt / 44.2%
£50.26 GBP ($62 USD) £41.88 ex VAT.

Dailuaine 20 Year Old Burns Malt / 54.1%
£51.69 GBP ($64 USD) £43.08 ex VAT.

Caperdonich 17 Year Old Burns Malt / 55.0%
£54.25 GBP ($67 USD) £45.21 ex VAT.

Longmorn 20 Year Old Burns Malt / 55.5%
£55.30 GBP ($68 USD) £46.08 ex VAT.

Springbank 14 Year Old Burns Malt / 54.3%
£61.30 GBP ($76 USD) £51.08 ex VAT.

The Whisky Barrel is a specialist online Scotch whisky merchant shipping fine and rare single malts and blends to consumers worldwide directly from Scotland.

http://www.thewhiskybarrel.com

The Whisky Barrel www.thewhiskybarrel.com @WhiskyBarrel E: info@thewhiskybarrel.com T: +44 (0)845 2248 156

NOTES

Q) What is the product(s) called?
A1) Bunnahabhain 23 Year Old Burns Malt

A2) Braes of Glenlivet 23 Year Old Burns Malt

A3) Dailuaine 20 Year Old Burns Malt

A4) Caperdonich 17 Year Old Burns Malt

A5) Longmorn 20 Year Old Burns Malt

A6) Springbank 14 Year Old Burns Malt

Q) When will this product be released/was it released?
A) 13th March 2013

Q) Where is it available?
A) Scotland, off-trade, TheWhiskyBarrel.com
Q) Is this product already available in other markets?
A) Scotland only, TheWhiskyBarrel.com ships worldwide.

Q) How much is it?
A) £47.85 – £61.30 GBP, outlined above

Q) Who handles the product’s distribution?
A) In-house at TheWhiskyBarrel.com

Q) What is the ABV of this product?
A) ABV natural cask strength, outlined above

Q) Why has this product been launched?
A) Third release of the Burns Malt series of Scotch whiskies.

GLOBAL SENSATION ‘OF MONSTERS AND MEN’ SET TO ROCK BUSHMILLS LIVE 2013 – ONLY INDIE MUSIC FESTIVAL IN AN IRISH WHISKEY DISTILLERY 

Bushmills Village: March 2013: The Old Bushmills Distillery today announced that it will throw open its doors to play host to world class headline acts and emerging indie talent at ‘Bushmills Live’ – a unique two-day festival celebrating handcrafted whiskey and music.

Bushmills Live will take place on Ireland’s stunning North Coast on 19th and 20th June 2013 and is the only indie music festival in an Irish Whiskey distillery.

Internationally acclaimed indie folk band, Of Monsters and Men will headline the two day festival – their first ever gig in Northern Ireland.

The Icelandic five-piece are currently enjoying enormous worldwide success having just won the 2013 European Border Breakers Award*, which honours the best new European music acts. Of Monsters and Men have been dubbed the ‘must see act’ of the year and this summer marks the beginning of a busy festival schedule for the group which will include a performance at one of the biggest international festivals, Coachella in California – making their intimate appearance at Bushmills Live unlike any other that fans will experience this year.

Only 500 tickets are available globally for Bushmills Live, which will see both iconic and emerging artists share the stage for a series of intimate gigs in age-old buildings at the historic Old Bushmills Distillery, where the art of distilling has been perfected over generations.

The ‘money can’t buy tickets’ will not go on general release. Instead, music and whiskey fans can win the chance to attend the festival by entering a draw on the Bushmills Irish Whiskey Facebook page – facebook.com/bushmills1608.  Entries to the draw will open this Sunday, on St Patrick’s Day at 16:08 GMT.

Ragnar Þórhallsson, singer with Of Monsters and Men, said: “Playing a show in such a unique location, around the centuries-old warehouses and whiskey barrels, to such an intimate audience, is an experience we are very excited about.  It’s going to make our first gig in Northern Ireland a memorable one, and not just for us, for the fans too, we hope!”

Of Monsters and Men are in good company. They join a list of fellow indie rockers such as the iconic Snow Patrol, singer-songwriters Foy Vance and Iain Archer, Elijah Wood, Benjamin Francis Leftwich, Marcus Foster, The Staves, General Fiasco and David C Clements who all played electrifying performances at Bushmills Live last year.

Bushmills Live can also be credited with providing a great platform for up-and-coming music acts to launch their careers. The Staves have gone on to support Bon Iver on his global tour while Foy Vance has had continued success and is set to support Ed Sheeran on the European and US legs of his 2013 tour.

Speaking at the launch of this year’s event Master Blender at The Old Bushmills Distillery, Helen Mulholland, promised fans that they can expect to enjoy “great music between great friends.”

“Whiskey and music have always gone well together”, added Helen Mulholland. “And at Bushmills Live we like to make both by hand, bringing this fusion of handcrafted whiskey and handcrafted music together against the backdrop of our beautiful distillery with performances from artists who are friends – which makes for a cracking atmosphere!”

“It goes without saying that we’re looking forward to extending a warm Bushmills welcome to our new friends, Of Monsters and Men, and to emerging artists who we’re proud to support by creating a music platform that allows fans to discover new and upcoming talent.

“I can’t wait to reveal the rest of the line up in the coming weeks. We’re of course just as excited to open our doors to whiskey and music fans the world over who want to attend Bushmills Live, so get your entry in and good luck!” 

NOTES 

Bushmills Irish Whiskey Facebook: facebook.com/bushmills1608

Bushmills Irish Whiskey Twitter: @BushmillsGlobal

Twitter Hashtag: #BushmillsLive 

OF MONSTERS AND MEN BIOGRAPHY

Of Monsters and Men is an amiable group from Iceland whose debut album “My Head Is An Animal” is a collection of infectious folkie pop songs. With the group’s single “Little Talks”, the band (consisting of Nanna Bryndís Hilmarsdóttir, Ragnar Þórhallsson, Brynjar Leifsson, Arnar Rósenkranz Hilmarsson, Kristján Páll Kristjánsson) has become a breakout act all around the world.

After a breakout year, “My Head Is An Animal,” the band’s debut album, was officially certified platinum worldwide. Surpassing 1 million sales, the record remains a clarion call for the band’s invigorating style. The band capped off the year with “Little Talks” selling over 3.5 million singles worldwide, the album reaching Platinum status in Canada and Ireland, as well as Gold in multiple countries including Ireland, Australia, New Zealand, United Kingdom and United States.

In 2013, Of Monsters and Men will embark on a world tour including stops in Japan, Australia, South America, UK, Europe, and heading back to North America this summer.

*More information on the European Border Breakers Awards: http://www.europeanborderbreakersawards.eu/eng

ABOUT THE COMPETITION:

To win tickets to ‘Bushmills Live’ or to find out more, visit facebook.com/bushmills1608. Entry opens at 16:08 GMT on 17th March 2013 and closes at 23:59 GMT on 5th May 2013. Winners will be notified by 9th May. Terms and conditions apply.

The Facebook competition is open to people of at least 18 years, in:

• Great Britain
• Republic of Ireland
• Northern Ireland
• Germany
• Portugal
• Russia
• USA
• Canada
• Czech Republic
• Latvia

From each, one pair of finalists will win tickets to ‘Bushmills Live’.

ABOUT BUSHMILLS IRISH WHISKEY

With a heritage rooted in authenticity and quality, Bushmills Irish Whiskey is produced, aged and bottled at Ireland’s oldest working distillery in the village of Bushmills in County Antrim on the far north coast of Ireland. The Old Bushmills Distillery uses 100% malt barley to make triple distilled malt whiskey, which is what creates the rich, mellow and distinct flavour that is the house style. The Bushmills portfolio includes: Bushmills Irish Whiskey; Black Bush, Bushmills 10 Year Old Single Malt, Bushmills 16 Year Old Single Malt, Bushmills 21 Year Old Single Malt, Bushmills 1608 and now Bushmills Irish Honey. 

ABOUT DIAGEO
Diageo is the world’s leading premium drinks business with an outstanding collection of beverage alcohol brands across spirits, wines, and beer categories. These brands include Johnnie Walker Guinness, Smirnoff, J&B, Baileys, Cuervo, Tanqueray, Captain Morgan, Crown Royal, Beaulieu Vineyard and Sterling Vineyards Wines.

Diageo is a global company, trading in more than 180 countries around the world. The company is listed on both the New York Stock Exchange (DEO) and the London Stock Exchange (DGE). For more information about Diageo, its people, brands, and performance, visit us at Diageo.com. For our global resource that promotes responsible drinking through the sharing of best practice tools, information and initiatives, visit DRINKiQ.com.

This month, The House of Suntory Whisky proudly marks its 90th anniversary of whisky making. It has been 90 years since founding father, Shinjiro Torii, built the first whisky distillery in Yamazaki, Japan in 1923, and this new “art of whisky making” was born. Since then, the House of Suntory has grown to include its three luxury brands – The Yamazaki and The Hakushu single malts, and the blend, Hibiki – all which have gone on to earn high praise and global success.

Some highlights include:

– 1923 – Shinjiro Torii, established Japan’s first distillery in Yamazaki on the periphery of Kyoto

– 1973 – Torii’s son, Keizo Saji, completes Suntory’s second distillery, Hakushu

– 2002 – Shingo Torii, grandson of Shinjiro Torii is named the current Master Blender of the House, and continues to perfect the quality of Suntory’s Japanese Whisky

– 2012 – Suntory achieves global accomplishment, when named Distiller of the Year for the third time in three years

– 2012 – Suntory’s marks impressive global growth of shipments: The Yamazaki increased by 24% and The Hakushu increased by a remarkable 187%

– 2013 and on – Looking to the future, Suntory plans to strengthen their global presence by expanding to new markets, talking to new customers, and proposing new ways of enjoying their whisky. In 2013 and 2014, Suntory will be investing approximately 5 Billion Yen (US$50 Million) to increase productivity at the Yamazaki Distillery and the Ohmi Aging Cellars. This expansion and investment is to meet the increasing demand globally for Suntory whisky, specifically, in the US and UK.

World Whisky Day 2013 – Four Fun and Interesting Facts About Whisky & Maker’s Mark:

• Whisky comes from all over the world. Each type varies by region, distillation, aging and grain mash recipe. For instance, Irish whiskies are normally distilled three times while Scottish whiskies are distilled twice. Maker’s Mark whisky is made from mash that consists of at least 51% corn, red winter wheat and barley malt and is distilled twice.
• Did you know whisky can be spelled with or without an E? The difference in the spelling depends on the style or country of origin. Whisky is generally used in Scotland, Wales, Canada and Japan, while whiskey is mostly used in Ireland and the U.S.  While Maker’s Mark is distilled in Kentucky, the Samuels’ family has Scottish roots – therefore no “e.”
• Bourbon is both good behind the bar and in the kitchen.   Maker’s Mark has become a favorite among bartenders and chefs alike, as it offers great dimension when added to sauces for meats and in sweets like ice creams and cakes. Go ahead—take a stab at adding some whisky to your favorite recipes!
• Whisky sales have sky rocketed in the past year in the U.S. and abroad! In the U.S., American whiskies including bourbon and Tennessee whiskey were at the forefront of this growth, with a combined volume rising 5.2% – that’s 16.9 million cases in 2012 alone! American whiskies also accounted for 70% of the total U.S. spirits exports for 2012.

Toast to this fun day with a few classic cocktails:

Maker’s Mark Manhattan

• 1-1/2 parts Maker’s Mark® Bourbon
• 1/2 part sweet vermouth
• 1 teaspoon maraschino cherry juice
• 1 maraschino cherry

Shake all together for 30 seconds. Strain into chilled Manhattan glass. Garnish with a maraschino cherry (served up, no ice). 

Maker’s Mark Old Fashioned

• 1-1/2 parts Maker’s Mark® Bourbon
• 1/2 part club soda
• 2 orange slices
• 2 maraschino cherries
• 1 teaspoon sugar

Muddle 1 orange slice, 1 maraschino cherry and the sugar in an Old Fashioned glass. Fill glass 3/4 full of ice. Add Maker’s Mark® Bourbon and splash of club soda. Garnish with additional orange slice and maraschino cherry.

STARS SET TO DISCOVER THE LEGEND AT 2013 BALLANTINE’S CHAMPIONSHIP

Championship to welcome major winners to this year’s tournament                       

American Ryder Cup stars Dustin Johnson and Zach Johnson, plus 2010 Open Champion Louis Oosthuizen, will headline the field for this year’s Ballantine’s Championship. The trio of major winners will join home favourites YE Yang and KT Kim for the Championship’s sixth edition, which takes place from 25 – 28 April 2013, at the prestigious Blackstone Golf Club in South Korea.

This latest world-class field underlines the growing reputation of the Ballantine’s Championship, as players look to join a legendary family of previous winners which includes Northern Ireland’s Graeme McDowell (2008), Englishman Lee Westwood (2011), as well as defending champion Bernd Wiesberger (2012).

Christian Porta, CEO of Chivas Brothers, said: “We are delighted that the Ballantine’s Championship continues to attract such a wealth of both talent and interest from all over the world, again reinforcing the increasing importance of Korea as a world-class golf destination.  We look forward to another exciting edition of this prestigious golf tournament.”

World Number Five Oosthuizen will make his debut in the Ballantine’s Championship, having captured his sixth European Tour title at last month’s Volvo Golf Champions in his native South Africa.

“I’m really looking forward to visiting Korea and to playing in the Ballantine’s Championship for the first time,” said Oozthuizen. “I got my first win in Asia last year and it would be nice to challenge for another in April. I’ve heard good things about the tournament and I look forward to discovering more about it.”

American Zach Johnson, himself a former winner of The Masters in 2007, is also making his debut at the championship and it will be the first time the three-time Ryder Cup player has played in a European Tour event outside of the Major Championships and World Golf Championships events.

“It’s a great opportunity to be able to play in the Ballantine’s Championship and I’m really looking forward to it,” he said. “To be able to play in a new country and test myself against some of Europe and Asia’s leading players is very exciting.”

Meanwhile countryman Dustin Johnson, one of the biggest hitters in world golf, returns to Blackstone Golf Club having finished fourth on his debut in 2011. The 28 year old was forced to miss last year’s Ballantine’s Championship but goes to Blackstone in good form already in 2013.

“I was disappointed to have to miss last year’s Ballantine’s Championship because of my back injury,” said Johnson, who recently won his seventh US PGA Tour Title in the season opening Hyundai Tournament of Champions. “I really enjoyed my first visit a couple of years ago and I’m looking forward to returning.”

Leading the home hopes will be Yang and Kim, with both players striving to become the first Korean to win the Ballantine’s Championship. Whilst Kim is the former Korean Amateur Champion and won the 2007 Maekyung Open, Yang became the first Asian player to win a Major when he held off Tiger Woods to win the 2009 US PGA Championship.

“The Ballantine’s Championship is always an important event for the Korean players and it is one I always look forward to,” Yang said. “Ballantine’s always puts on a great Championship and really looks after us, so I hope that I can do well in return.”

The Ballantine’s Championship was established in 2008 and builds on Ballantine’s long-standing association with golf. In addition to the Championship, Ballantine’s sponsors several top-flight events, as well as investing in grass-roots activity such as the Golf Fund in China and the Road to the Ballantine’s Championship in Korea.

Notes

About Ballantine’s

Ballantine’s is the No 2 ultra-premium Scotch whisky in Asia, No 1 Scotch whisky in Europe and the range sells over 70 million bottles a year worldwide. Ballantine’s has won more than 129 trophies and medals at international competitions in the past 10 years for quality as a result of its unique richness of character and perfect balance. The range, from Ballantine’s Finest to the exclusive 40 Year Old, is the most extensive in the world of Scotch and is maintained by the latest in a tradition of Master Blenders that dates back to 1827.

• Ballantine’s has been title sponsor of the Ballantine’s Championship since 2008
• Ballantine’s is an official sponsor of the BMW Masters, The Aberdeen Asset Management Scottish Open & The Mission Hills Golf World Cup
• The first Ballantine’s sponsored golf tournament was played in 1960 at Wentworth Golf Club, England

About Chivas Brothers

Chivas Brothers is the Scotch whisky and premium gin business of Pernod Ricard – the world’s co-leader in wine and spirits. Chivas Brothers is the global leader in luxury Scotch whisky and premium gin. Its portfolio includes Chivas Regal, Ballantine’s, Beefeater gin, The Glenlivet, Royal Salute, Aberlour, Plymouth gin, Longmorn, Scapa, 100 Pipers, Clan Campbell, Something Special and Passport Scotch.

The English Are Coming.

The English have arrived. English Whisky that is.

Purple Valley Imports is proud to announce that The English Whisky Co. (EWC) is now available in the US. The Classic and Peated Single Malts are produced by St. Georges Distillery, the first new distillery in England in over a century.

The whisky expressions being released are exclusive to the US market. Initial release will be in the Chicago, Washington, DC, Boston and San Francisco markets.  An official launch is scheduled for the week of April 14th, when Andrew Nelstrop, Managing Director of EWC will be visiting the US. Events are planned for Washington DC, New York, Philadelphia and Chicago.

Raj Sabharwal, Managing Director, Purple Valley Imports commented “we have been working for over 2 years to get these great Single Malts into the US.”.

Added Andrew Nelstrop, “the US is an important market and we wanted to introduce our Single Malts with the right flavor profile”. EWC is imported by Purple Valley Imports USA, named Whisky Importer of the Year by Whisky Magazine.

For more information contact Raj Sabharwal, at Raj@purplevalleyimports.com. Or 704-497-2493. Purple Valley Imports USA 2013 Whisky Importer of The Year 704 497 2493

Saturday, May 11 is still a couple of months away but there is no need to stay dry until then. ‘Single Minded 2013: A Modest Guide to Really Good Whisky’ is here to steer you towards a selection of Great Everyday Whisky at reasonable prices and within easy reach right here in Canada.

Written and published by Spirit of Toronto’s executive producer, Johanna Ngoh, this was conceived as a refreshing antidote to books that review 4,500 whiskies, most of which will never reach our shores. Her 2013 selection includes single malt Scotch, blends and blended malts, as well as whisky from the United States, Canada and Ireland.

Priced at $14.95 plus tax and shipping, this can be ordered online at www.singleminded.ca

JOHNNIE WALKER® UNVEILS SECOND BLEND FROM JOHNNIE WALKER EXPLORERS’ CLUB – THE GOLD ROUTE™, INSPIRED BY THE RICHNESS OF LATIN AMERICA 

• JOHNNIE WALKER EXPLORERS’ CLUB COLLECTION™ – THE GOLD ROUTE™ launches,  blended exclusively for travellers and inspired by rich adventures traversing the Gold Route through Latin America

March 2013: Today JOHNNIE WALKER, the world’s leading Scotch Whisky brand, unveiled the latest exciting blend from its Trade Routes Series: JOHNNIE WALKER EXPLORERS’ CLUB COLLECTION – THE GOLD ROUTE. The Gold Route takes inspiration from the journeys made by the Walker family and their agents – from Central America through the Andean mountains, passing the Inca pyramids and along the coast of the Pacific Ocean – where they witnessed magnificent scenery and diverse cultures whilst in pursuit of new businesses and rich experiences.

The blend is available exclusively for travellers in duty free stores, and like the other blends which make up the Collection, it pays tribute to the travelling heritage of the John Walker & Sons agents.

Crafted from the finest aged whiskies hand-picked for a luxurious smoothness and vibrant flavour, in the glass the JOHNNIE WALKER EXPLORERS’ CLUB COLLECTION – THE GOLD ROUTE evokes a sense of the exotic fruit flavours and beautiful rich golden colours of this region.

“We took inspiration from the richness of flavours, sights and experiences of Latin America to help us select the most precious liquids for this blend,” commented Master Blender Jim Beveridge. He added: “On the nose, there is an immediate wave of an exotic mix of bananas, mango and pitaya, complemented by a hint of vanilla sweetness. On first sip, the palate embarks on a journey that is as distinct and magnificent as the vistas of Latin America: tantalising flavours, a perfect blend of fruitiness with hints of pineapples, guava, passion fruit and raisins, all balanced perfectly by deep charred peaty notes, in keeping with the signature smoky JOHNNIE WALKER flavour. Best enjoyed neat or on the rocks, the finish is smooth and luxurious, a fitting addition to the JOHNNIE WALKER lineage.”

Steve White, Marketing Director of Diageo Global Travel and Middle East, said: “At the very heart of JOHNNIE WALKER lies a bold spirit of adventure which has given rise to a great number of epic journeys. Our blends have been inspired by tales of rich travel adventures, in this case, along the Gold Route of the Americas and the Caribbean.

JOHNNIE WALKER EXPLORERS’ CLUB COLLECTION – THE GOLD ROUTE is a premium blend made exclusively for the intrepid travellers of today. It is a whisky to remind them of their own travels and inspire them to plan new journeys.”

JOHNNIE WALKER EXPLORERS’ CLUB COLLECTION – THE GOLD ROUTE is the second blend in the collection of three whiskies, collectively known as the Trade Routes Series, inspired by the richness that could be found along the great trade routes. The first release, JOHNNIE WALKER EXPLORERS’ CLUB COLLECTION – THE SPICE ROAD™, which launched in November to critical acclaim and great retail success, is an evocative expression of the vibrancy, aromas and spices that the JOHNNIE WALKER agents would have discovered in the thriving markets around Asia. The third release in the Trade Routes Series – JOHNNIE WALKER EXPLORERS’ CLUB COLLECTION – THE ROYAL ROUTE™ will be available exclusively in duty free stores later in 2013.

With a recommended retail price of $95, JOHNNIE WALKER EXPLORERS’ CLUB COLLECTION – THE GOLD ROUTE is available to travellers in duty free stores globally now.

Notes

Johnnie Walker Facebook: facebook.com/JohnnieWalker

Johnnie Walker Instagram: @johnniewalker

Twitter Hashtag: #JWGOLDROUTE

Campaign Video: http://youtu.be/tYzNryMTNRs 

Further information on the history of the John Walker & Sons agent journeys

From the four corners of Scotland to the four corners of the world, JOHNNIE WALKER has always pushed boundaries to discover new horizons.

From 1820, the Walker family and their agents travelled the world, navigating their way down the famous trade routes: the Spice Road of Europe and Asia; the Royal Route from Europe to Persia; and the Gold Route of the Americas and the Caribbean, in pursuit of adventures bringing both new business and rich experiences.

Their efforts ensured that, by the 1920s, JOHNNIE WALKER had arrived in 120 countries and was being enjoyed on the great railways, luxury ocean liners and early transatlantic flights. Meanwhile, the striking image of the JOHNNIE WALKER Striding Man was becoming an icon all over the world.

Back in London, close to the shipping houses and docks from which the JOHNNIE WALKER agents travelled the world, Alexander Walker established the Travellers’ Room where his agents would convene to rest, talk strategy and exchange stories and samples from their travels. These colourful tales of exploration influenced the JOHNNIE WALKER Master Blenders, who began to create different styles of whisky to reflect these exotic stories.

Today, this tradition continues as JOHNNIE WALKER produces the JOHNNIE WALKER EXPLORERS’ CLUB COLLECTION, a range of whiskies made exclusively for travellers. The first three blends in the collection collectively known as the Trade Routes Series are inspired by the richness that could be found along the great trade routes.