Whyte & Mackay relaunches Fettercairn single malt

Fettercairn whisky

Whyte & Mackay has relaunched its Highland single malt whisky brand Fettercairn, announcing the first new releases from the brand in almost a decade.

Four expressions have been revealed, alongside a new brand identity, bottle and packing, all reflective of the distillery’s unique production method.

The new Fettercairn range, which boasts a house style of tropical fruits, soft spice and sweetness, comprises Fettercairn 12 Year Old, 28 Year Old, 40 Year Old and 50 Year Old.

Each product begins its life in American White Oak ex-bourbon barrels with the 12 and 28 Year Old expressions resting here until maturity, while the 40 Year Old features a finish in an Apostoles Sherry Cask and the 50 Year Old in a Tawny Port Pipe.

The progression of age and finishing is designed to take drinkers on “a journey of elegant, tropical fruit flavour intensity”.

Indicative of its history, the brand logo has been refreshed to hero the Ramsay Clan unicorn and nod to the copper cooling ring, while each new expression is presented in stylish new bottle and pack designs that feature oxidised copper.

Global marketing director Steven Pearson said: “Fettercairn is a brand not only with a wealth of great aged and rare whisky, but one with a great story to tell.

“We have been sitting on our stocks for a number of years, waiting for the right time to bring this exceptional whisky to market and succeed in the competitive world of Single Malts.

“We are confident that the timing is right for our premiumised new range and design, and that our brand proposition presents the opportunity to answer a real consumer need which will add value to the category and drive commercial success for our distribution and retail partners.”

Distillery manager Stewart Walker said: “Fettercairn is simply a beautiful distillery with a treasure trove of aged and rare stocks. I’ve worked here since 1990 and most of the team that started with me then are still on this journey with me today.

“It’s a pleasure crafting Fettercairn Single Malt together and we are immensely excited to finally share our exceptional whiskies with enthusiasts the world over.”

Fettercairn 12 Year Old and 28 Year Old is available from select whisky specialists including The Whisky Shop, Whisky Exchange and Amazon from August 2018. Fettercairn 40 Year Old and 50 Year Old will be available late August.

The relaunch follows a complete overhaul of Whyte & Mackay’s Jura Single Malt brand earlier this year and the rebrand of Tamnavulin Speyside Malt.

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