New Fettercairn core range presented
Four new releases with age statements of 12,28,40 and 50 years to re-launch the brand
It’s the summer of the new core ranges: GlenAllachie entered the market recently, Mortlach is just starting a new product line and we just reported about the new Old Pulteney range. Now Whyte & Mackay enters the „let’s get new” club with its distillery Fettercairn and presented four new releases at a launch event.
Quiet unconspicuous on the market as single malt so far
Whyte & Mackay never emphasized the Fettercairn Single Malt Whisky very much and used it primary in its blends, but fans of the whisky always could fall back on releases of independent bottlers as Signatory or Douglas Laing. In 2010 the duo of Fettercairn Fior and Fettercairn Fasque was released as original bottlings, both without statement, but an official wide core range never existed so far.
Motto of the relauch: Premiumisation
These new Fettercairns will all show an age statement: they are 12, 28, 40 and 50 years old. The leaps between the releases are sigificant and so are those between the prices: £48, £500, £3.000 and £10.000 are communicated. A change of direction is explicitly notified by Global Marceting Director Steven Pearson: “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.”
Key data for the new Fettercairn core range:
Fettercairn 12 yo, 40% ABV, matured in ex-Bourbon barrels
Fettercairn 28 yo, 42% ABV, matured in ex-Bourbon barrels
Fettercairn 40 yo, 48,9% ABV, distilled in 1977, matured in ex-Bourbon barrels, finished in Apostoles Sherry cask
Fettercairn 50 yo, 47,9 % ABV, destilliert 1966, matured in ex-Bourbon barrels, finished in Tawny port pie
The new Fettercairns will be available soon, start is announced for August 2018.
