Edrington Reveals Two New Malts, Prepares Groundbreaking On Macallan DistilleryAugust 14, 2014
The Edrington Group has revealed that a new Highland Park single malt Scotch expression, Dark Origins, will roll out in September, retailing at $80 a bottle. Dark Origins, at 46.8% abv, is a no-age statement, non-chill filtered malt that sees about twice as many first-fill Sherry casks as does Highland Park 12-year-old, resulting in a darker, richer flavor. Also in September, a new Macallan expression called Rare Cask, retailing at $300, will debut in limited distribution.
Later in the fall, the company will launch a fresh media campaign to support the Macallan brand. “There will be a significant increase in promotional spend,” said Paul Ross, CEO of Edrington Americas.
Macallan, the second-ranked single malt brand by volume in the U.S., after Glenlivet, rose 20% to 186,000 cases last year, according to Impact Databank, capping a three-year run in which it has expanded by nearly 40%. Highland Park has also been on the rise, advancing 13% to 16,000 cases in 2013.
Edrington opened its new Americas unit this past spring with the goal of doubling its U.S. sales revenue—currently just under $200 million—within five years. In addition to Macallan and Highland Park, the new division counts Famous Grouse and Cutty Sark blended Scotch whiskies and Brugal rum among its brands, and also plans to launch a vodka label, Snow Leopard.
Meanwhile, the Edrington Group has received all government approvals to proceed with construction of its new Macallan distillery and visitors center in Speyside, estimated to cost £100 million ($160 million). “We should be breaking ground very shortly,” Ross told SND.Subscribe to Shanken News Daily’s Email Newsletter, delivered to your inbox each morning.