Smokehead Rum Riot launched to GTR

Ian Macleod Distillers has launched its latest GTR exclusive Islay single malt — Smokehead Rum Riot.

Ian Macleod Distillers initially previewed the Rum Riot concept at TFAP Singapore, with the producer suggesting it peaked a lot of interest. Initial bottling will take place in September for its official launch at TFWA Cannes in October. 

Smokehead Rum Riot has been crafted by finishing Smokehead Islay whisky in Caribbean rum casks. 

William Ovens, travel-retail director at Ian Macleod Distillers, says: “Smokehead Single Malt is growing at 50 per cent year-on-year internationally and we see considerable additional potential for the brand in the GTR channel. Smokehead has captured the attention of consumers with its bold and distinctive packaging, unique flavour profile and ‘not for everyone’ proposition.”

Ensuring brand consistency, the packaging for Smokehead Rum Riot features a black bottle with splashes of deep orange, said to denote the flavour and qualities that come with Caribbean rum casks. Each GTR bottle is packaged in a deep orange metallic tin.

Ovens add: “As a leading whisky producer we continue to be innovative and creative with our new expressions in order to both recruit new consumers and enthuse existing consumers.

Smokehead Rum Riot 70cl (RRP £44.90) joins the existing GTR exclusive Smokehead Extra Rare 1 litre (RRP £44.90).

Smokehead Rum Riot will be showcased on the Ian Macleod Distillers stand at TFWA Cannes and during the Cannes Frontier Awards.

18 July 2019 - Sam Coyne The Drinks Report, editor