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Beam Suntory introduces Kilbeggan 21YO

Beam Suntory is introducing Kilbeggan 21YO, a limited edition bottling of the oldest blended Irish whiskey from the Kilbeggan Distilling Co., across European travel retail.

The launch follows a successful domestic introduction of Kilbeggan 18YO, named the 2012 World Whiskies Awards Best Blended Irish Whiskey.

For the Kilbeggan 21YO, master blender Noel Sweeney selected casks of the oldest grain and malt whiskies matured in ex-bourbon, port, Madeira and sherry casks. The resulting blend is complex, sweet and smooth, which should to appeal to super-premium blend consumers and also, thanks to its premium presentation packaging, to those looking for a gift purchase.

“The agency that developed the design for the new Kilbeggan 21YO packaging is Proof an agency that we work with regularly and has been working with the brand and the team for many years,’ says Rachel Quinn, Kilbeggan brand manager, Beam Suntory. “The team understands the brand’s DNA thoroughly and was able to create this premium packaging to reflect the brand’s aspiration to encourage trade-up for the range.”

Beam Suntory global travel retail marketing director Michael Cockram says: “This premium, limited edition Kilbeggan expression is a prime example of the craft that goes into making this fine Irish whiskey. Kilbeggan 21YO is the first of two new releases for travel retail and offers consumers the chance to experience a super-premium whiskey from a renowned distillery with strong traditions and heritage.

“We are excited to expand the Kilbeggan portfolio with premium expressions as Irish whiskey continues to shine in this channel. Perfect for gifting or for the Irish whiskey aficionado, Kilbeggan 21YO promises to generate interest and give retailers a point of difference.”

Distributed by Maxxium Travel Retail (MTR) in European travel retail, Kilbeggan 21YO 40%abv has an RRP of €99 for a 70cl. 

26 January 2015 - Felicity Murray The Drinks Report, editor