Rùdhan is the latest travel retail expression to join AnCnoc's Peaty Collection of single malt whiskies. It will be available globally from mid-October after officially launching at TFWA World Exhibition in Cannes.
In keeping with AnCnoc’s traditional style, the whisky takes its name from the peat harvesting process. The term ‘rùdhan’ [roo-an] refers to the final stage, in which the peat is stacked for several weeks to dry out ahead of burning to create the signature smokiness associated with the range.
AnCnoc brand manager Stephanie Allison says of the design choices for Rùdhan: "Each expression is presented in the contemporary yet traditional AnCnoc style to which we are accustomed. The packaging has been devised to successfully portray the look and feel of a peaty whisky. Earthy to the eye and tactile to the touch we are taking it back to its roots. It is simple and traditional in style but with a contemporary AnCnoc take on the portrayal of the tool - a nod to 'a modern tradition."
Following the success of the 2014 Black Hill Reserve, AnCnoc will also be unveiling a new pack for this year’s exhibition, which plays into AnCnoc’s modern tradition positioning. The whisky pays tribute to AnCnoc’s Highland home taking its name from the Knockdhu distillery, which means ‘Black Hill’ in Gaelic.
On Black Hill Reserve, Allison says: "The packaging of AnCnoc's newest release brings the whisky's 'a modern tradition' position to life. Featuring the classic black illustration of the Knockdhu distillery - which appears across each expression within the collection - the bottle boasts contemporary gold foiling detail and is housed in an elegant white tube."
The travel market is clearly a target for AnCnoc, as Allison comments: "AnCnoc has seen a growing demand for Peaty expressions and wants Rùdhan and its original packaging, which is like nothing else on the market, to provide a real point of difference. Travel retail is a priority market as it provides an introduction to the brand for thousands of travellers. AnCnoc therefore wants to ensure that customers are aware of its desire to create whisky using traditional methods but with a modern twist."
Rùdhan joins the Peaty Collection at a price point of €64.99 for 1L. The refreshed Black Hill Reserve has a suggested RRP of €49.99 for 1L. Both expressions will be available from the middle of October.
30 September 2016 - Sam Coyne The Drinks Report, editorial assistant