Allt-A-Bhainne launched to ‘shake up’ the Scotch category

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Pernod Ricard’s Scotch whisky division Chivas Brothers has released Allt-A-Bhainne to “shake up” the single malt category.

Bottled at 40% ABV, the new whisky mixes the “smokiness of peat with the fruity sweetness” of the Speyside region in Scotland.

Allt-A-Bhainne is the first large-scale offering from Speyside’s Allt-A-Bhainne distillery, which was established in 1975. It has been released with the aim to “push conventional boundaries in a bid to attract a whole new generation of drinkers”.

The bottle design sets out to capture the whisky’s “bold personality” and features strong, geometric shapes to create an energetic look that resonates with the 70s style of the Allt-A-Bhainne distillery on the label. The wooden stopper is a gesture towards the craftsmanship at the heart of the brand.

Allt-A-Bhainne master distiller Richard Clark said: “We know that whisky drinkers have evolved. They are becoming more adventurous with their repertoire and want to try something new. That’s why we’ve decided now is the perfect time to launch Allt-A-Bhainne.

“Convention said we shouldn’t mix peat with Speyside and that smokiness and sweetness wouldn’t work together. But we followed our nose, distilled the whisky in the way we know and trust, and Allt-A-Bhainne is the result.

“It’s a match that might go against traditional Speyside conventions, but that’s something we’re not afraid to challenge.”

Chivas Brothers’ Allt-A-Bhainne is available in the UK at an RRP of £37.00. It will also soon be rolled out in Australia.

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