Beam Global rolls out double matured malt

31 October, 2007

Beam Global Spirits & Wine has launched a double matured single malt whisky.

Ardmore Traditional Cask is first matured in ex-bourbon barrels before a second maturation in hand-made quarter casks. It is described as having a “well-rounded flavour and a unique peat-smoke richness, softened by a delicate sweetness”.

The launch follows the takeover of the distillery by Beam from the former Allied Domecq just over 18 months ago.

Scotch brand director Michael Cockram said: “Despite a rise in sales, research undertaken in the UK and the US indicates that the progression from mainstream malts, which account for the bulk of sales, to more challenging malts remains a daunting prospect for some consumers.

“While tradition, heritage, process and location all play a role in brand identification, they can, along with a liberal helping of malt snobbery, act as significant barriers to trial, because they often overshadow the important factor of flavour. Ardmore Traditional Cask is a new generation malt specifically created to address this.”

The 46 per cent abv whisky will be “a new brand in its own right”, according to Beam. It will roll out from today in Sainsbury’s stores as well as other specialist retailers across the UK and will be “priced alongside other premium malt whiskies”, the company added.




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Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle – which makes it especially galling that we spend so much time divided over it.

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