Rum-cask finish added to Glenlivet range
The Glenlivet single malt has launched its first whisky finished in rum barrels.
The release of The Glenlivet Caribbean Reserve is being supported by a digital-led advertising campaign, in-store activity and social media.
It has listings with Tesco, Sainsbury’s, Waitrose, Morrisons, the Co-op and Amazon at an rrp of £38.59.
The brand recommends the whisky being served neat, over ice or in ”Caribbean-inspired Tiki serves”.
Marnie Corrigan, brand director at supplier Pernod Ricard UK, said: “The Glenlivet has grown 21.2% in value over the latest 12 weeks, and NPD continues to grow the single malts category adding 12% versus the latest 12 weeks last year [Nielsen].
”The UK has a rich history of tropical takes on whisky cocktails and challenging the notion that rum is the only option for Caribbean-inspired drinks, making it the perfect market for the latest addition to our brand portfolio.
”The Glenlivet Caribbean Reserve is a unique proposition and the launch is an important next step in our Original By Tradition platform, to reinforce our innovative credentials and to recruit new-to-category drinkers.”