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New rare 21YO expression of The Belvenie

William Grant & Sons has launched The Balvenie 21 Year Old Madeira Cask Expression exclusively at DFS, Singapore Changi Airport for one month prior to its global release on April 1.

This rare single malt has been aged exclusively in traditional oak whisky casks for more than two decades, then transferred to casks previously used in the production of fortified Madeira wine for a further period of maturation.

“As Asia Pacific’s largest travel retail assortment of single malts, we are experiencing an increase in customers to DFS, Singapore Changi Airport wanting more information around the craft and heritage approach to whisky-making,” says Brooke Supernaw, DFS Group’s senior VP spirits, wines and tobacco. “We’re especially thrilled to partner with William Grant & Sons to not only debut The Balvenie’s exceptional 21 Year Old Madeira Cask right here in Singapore, but to provide travelers with an exciting and educational experience that brings this love of craftsmanship to life and feed travelers’ thirst for discovery in their search for the best.”

To celebrate the global launch as well as The Balvenie’s heritage of great craftsmanship, from March 2 – April 11, travelers to Singapore Changi Airport’s Terminal 1, Central Piazza will have an opportunity to experience a showcase of local craftsmen sharing their expertise in, leather craft, printmaking and shoemaking. These craftsmen are commissioned by The Balvenie Connoisseurs of Craft initiative, which aims to promote craftsmanship in Southeast Asia. Its mission is to preserve the art of handcrafting, restoring the value of craftsmanship and encouraging its appreciation.

Guests will have an opportunity to sample The Balvenie 21 Year Old Madeira Cask, and also get up close and personal with The Balvenie Morgan, a handcrafted V6 Roadster built in collaboration with the Morgan Motor Company. Fresh off the production line in Malvern, Worcestershire, England, the Roadster was specially flown in for the launch and is the perfect example of expressing the shared values of true craftsmanship deeply held by the two brands. The showcase also features a cigar humidor, handcrafted from the staves of casks previously used to mature the precious whisky.

Teo Chew Hoon, Changi Airport Group’s senior VP for airside concessions adds: “As a global travel hub in the heart of Asia, we always look for new and exciting ways to engage those who come through Changi Airport. Bringing in the very exclusive 21 Year Old Madeira Cask, and showcasing it along with the master craftsmanship, is another example of us creating a memorable experience for our customers.”

In keeping with The Balvenie’s hand-crafted nature, travelers can create their very own bottle tags by personally embossing their chosen design.

Scott Hamilton, William Grant & Sons travel retail director for Asia Pacific, says “The Balvenie 21 Year Old Madeira Cask is a perfect example of an exclusive product that really intrigues both travellers and retailers, making it perfect for this channel. Launching such an important product in The Balvenie range had to be partnered with a unique promotion, so collaborating with the likes of The Morgan Motor Company to get the V6 Roadster flown in and highlighting the work we do with craftsman through The Balvenie Connoisseurs of Craft initiative was an opportunity not to be missed.”

The Balvenie 21 Year Old Madeira Cask retails for SGD 295.

31 March 2016 - Felicity Murray The Drinks Report, editor