Maxxium launches exclusive Laphroaig in travel-retail

Bill Lumley


Selected retailers including World Duty Free Group, Gebr Heinemann and Aelia to sell Laphroaig QA Cask

Laphroaig QA CaskSpirits supplier Beam has announced the launch in duty-free of Laphroaig QA Cask (pictured) in conjunction with distributor Maxxium Travel Retail. The whisky is the second in a series of three to be launched exclusively for the travel-retail market by the Islay distillery.

Laphroaig QA Cask is double-matured, first in ex-bourbon barrels followed by fresh, un-charred American oak barrels. According to the supplier, the second maturation infuses peat smoke balanced with spicy vanilla wood notes. It has an ABV of 40% and retails at €55 ($70) for a 1l bottle.

First showcased at the Tax Free World Association World Exhibition in Cannes last October, Laphroaig QA Cask is available from April and will join Laphroaig PX Cask, which was exclusively introduced into travel-retail last year. The range will be complemented by the launch of Laphroaig An Cuan Mor when it is released later this year.

The whiskies will be sold alongside the oldest Laphroaig expression, Laphroaig 25yo, through duty-free retailers including World Duty Free Group, Gebr Heinemann and Aelia.

Beam Europe, Middle East and Africa travel-retail business manager Antony Kime said: “The launch of this exclusive range is a demonstration of our commitment to travel-retail, a great environment for the trial and discovery of new whiskies. Laphroaig is a global icon and well established as an innovator and by continuing to introduce new expressions we are encouraging an ongoing interest in malt whiskies and providing shoppers with the opportunity to buy something unique when they are travelling.”

Maxxium Travel Retail managing director Glen Williams added: “Laphroaig is a revered brand with a strong following who continually seek out new expressions. We anticipate wide-scale interest for Laphroaig QA Cask, a new expression which is bound to be highly sought-after by fans of Laphroaig.”

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