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New whisky release to shake up the single malt category

New whisky release to shake up the single malt category

Allt-A-Bhainne, the latest release from Scotch whisky specialist Chivas Brothers, has arrived in Australia, with Pernod Ricard predicting it will attract a new generation of drinkers to the spirit. 

The whisky mixes the smokiness of peat with the fruity sweetness of the Speyside region in Scotland.

Established in 1975, an era of punks, mods and breaking with convention, the Allt-A-Bhainne distillery is a product of its time.

According to Pernod Ricard "it is liberated, open and original – and those who have visited can testify that it’s a place for whisky-making, not picture-taking."

At a time when peated malts are growing globally by 7.6% (CAGR 2012/2017 IWSR), Allt-A-Bhainne is aimed at active single malt explorers looking to experience something a bit different, while also appealing to new single malt drinkers with its straight-talking attitude.

The clean bottle design features strong, geometric shapes to create an energetic look that resonates with the 70s style of the Allt-A-Bhainne distillery on the label.

Richard Clark, Allt-A-Bhainne Master Distiller, said: “We know that whisky drinkers have evolved. They are becoming more adventurous with their repertoire and want to try something new. That’s why we’ve decided now is the perfect time to launch Allt-A-Bhainne.

“Convention said we shouldn’t mix peat with Speyside and that smokiness and sweetness wouldn’t work together. But we followed our nose, distilled the whisky in the way we know and trust, and Allt-A-Bhainne is the result. It’s a match that might go against traditional Speyside conventions, but that’s something we’re not afraid to challenge.”

Eric Thomson, marketing director of Pernod Ricard Australia, added: “The Single Malts category alone in Australia is in strong double-digit growth at +19.7%*. Traditionally, single malt whisky focuses on history, heritage and how things used to be done. Speyside is known for its fruity whiskies but Allt-A-Bhainne goes against the grain creating an unconventional mix of sweet and peat.”

Allt-A-Bhainne is now available in Australia, at an RRP of $80.


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