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Campari America Extends Single Malt Stable With New Offerings

October 11, 2013

As part of a continuing cascade of new product activity in the single malt Scotch whisky category, several new limited-edition malts are joining the Campari America portfolio across the Bowmore, Auchentoshan and Glen Garioch brands.

Bowmore, the 10th-largest single malt worldwide—up 5.5% to 175,000 cases globally in 2012, according to Impact Databank—is welcoming a new addition called The Devil’s Cask, named for a local Islay legend in which the devil stows away in a barrel of Bowmore bound for the mainland. A 10-year-old Scotch aged in Oloroso Sherry barrels, Devil’s Cask is at 56.9%-abv and will retail at around $90, with 1,302 bottles coming to the U.S. starting next month.

Atop the pricing ladder, Bowmore is introducing a 50-year-old, retail-priced at around $20,000 a 750-ml. It’s replacing a 40-year-old that was priced at $15,000. Devil’s Cask and the 50-year-old join Bowmore’s recently added Dorus Mor (55.1%-abv), a 10-year-old priced at $120, of which 2,400 bottles were imported. In the U.S. market, Bowmore was up 8% to 13,000 cases last year.

Meanwhile, Bowmore stablemates Auchentoshan and Glen Garioch, from the Lowland and Highland regions respectively, are being extended with small-batch Virgin Oak expressions. Auchentoshan’s is 46%-abv and will retail at around $130 with 2,100 bottles headed to the U.S. Glen Garioch’s is 48%-abv, retails at $110 and is available in an allocation of 1,038 bottles.

Morrison Bowmore’s master of malts Iain McCallum tells SND the use of virgin North American oak on Auchentoshan and Glen Garioch was originally just an experiment, with the whiskies not expected to be released. That was also the case with Auchentoshan Triple Wood (aged in Bourbon, Oloroso Sherry and Pedro Ximenez Sherry casks and retailing around $63), which ended up taking off in the market and is now driving Auchentoshan’s growth. Both Auchentoshan and Glen Garioch are up strongly from small bases in the U.S.

Looking ahead, Bowmore and its smaller sibling brands plan to continue meeting malt aficionados’ demand for special, one-off offerings. “Scotch distilleries are now flooding the U.S. market with limited-edition, small-batch parcels, and that activity excites collectors and helps command higher prices,” notes Campari America senior brand manager Robin Coupar.

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