Fettercairn single malts relaunched

Whyte & Mackay has announced the relaunch of Fettercairn single malt whisky.

The announcement marks the first new releases from the brand in almost a decade and follows recent investment from the Glasgow based producer including that of site based capital expenditure, material costs, head count and facilities alongside a complete overhaul of their Jura brand, a full rebrand and re-launch for Tamnavulin Speyside malt, new product releases and incremental global marketing expenditure across its portfolio.

The news from Fettercairn reveals four new expressions alongside a premiumised brand identity, bottle and packing. Reflective of the distillery’s unique production method and befitting of its stock of rare and aged whiskies the exceptionally refined new range of single malts is a must try for all whisky connoisseurs.

Speaking of the announcement, 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.”

Fettercairn 12 Years Old priced at £48 RRP, followed by the 28 Years Old; at the top of the range the 40 Years Old and 50 Years Old, with the latter retailing at RRP £10,000 and both non-chill filtered and natural colour.

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

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 new bottle and pack designs that feature oxidised copper for striking shelf-standout and gift-ability. The 40 Years Old and 50 Years Old come presented in hand-crafted wooden presentation boxes to reflect their value and prestige.

Distillery manager Stewart Walker commented: “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 Years Old and 28 Years Old is available from select whisky specialists including The Whisky Shop, Whisky Exchange and Amazon from August 2018; Fettercairn 40 Years Old and 50 Years Old will be available late August. Prices range from £48 RRP to £10,000.

9 August 2018 - Sam Coyne The Drinks Report, news editor