Bruichladdich debuts two travel retail-exclusive ‘Not Your Classic’ whiskies at Changi Airport

SINGAPORE. Rémy Cointreau-owned Bruichladdich Distillery has unveiled two travel retail-exclusive single malt whiskies: The Bruichladdich Twenty One, the brand’s first channel exclusive aged statement, and The Classic Laddie Sherry Cask Edition. 

The first activation supporting these releases is running at Singapore Changi Airport until 30 June, as part of the Changi 1st initiative in partnership with Lotte Duty Free Singapore.  

Classic Laddie with a twist

The Classic Laddie Sherry Cask Edition is a new take on Bruichladdich’s signature Classic Laddie spirit. The travel retail exclusive is encased in its signature aqua bottle showcasing the brand’s citrus and floral house style. 

The expression has been further matured in oloroso sherry casks from Fernando de Castilla in Jerez, Spain. It features apple and apricot notes on the nose while dried fruits, dates and malt sugar coat the palate.

The liquid (50% ABV) is distilled, matured and bottled exclusively on Islay, Scotland, and is available at a recommended retail price of €70 (US$75.25).

The expression also aligns with Bruichladdich’s sustainability strategy to reduce waste and CO2 impact by incorporating sustainable packaging.  

With an average recycled glass content of 60%, the bottle is -32% lighter than its predecessor. Total packaging CO2 emissions have been reduced by -65%.  

Other key elements include a polypropylene closure and cork made from bio-based sources, as well as organic ink coating. 

Extending the Luxury Redefined range

Bruichladdich 21 Aged Years is the latest expression to launch within the brand’s Luxury Redefined permanent high age statement whisky range. 

Rémy Cointreau noted: “Conceived, distilled, matured and bottled on Islay, the expressions in this collection are the liquid embodiment of the distillery’s pioneering past and steadfast commitment to the future – always with the aim of creating the most thought-provoking spirits.” 

According to the company, this unpeated prestige bottling features an industry-first bespoke, sustainable outer wrap. It is available at a recommended retail price of €250 (US$268.67). 

The eco-friendly outer packaging is made from fully recyclable paper pulp, moulded to the shape of the proprietary glass bottle. The lightweight outer packaging is produced using 100% green energy.  

The Bruichladdich Twenty One (50% ABV) has been matured in a combination of 80% bourbon casks and 20% sherry casks.  

The high age statement is crafted from 100% Scottish barley, featuring notes of dried fruit and layers of spice. The palate incorporates chocolate, almond, vanilla and a hint of gorse flower. 

A compelling Changi 1st collaboration

The debut of these two travel retail exclusives at Changi Airport is supported by a Bruichladdich tasting bar pop-up, created in partnership with Lotte Duty Free Singapore.  

The 52.5sq m activation is located in a prime position in Terminal 4 departures. It features The Classic Laddie’s signature aqua colour palette, accented with pops of orange to reference the Sherry Cask Edition.  

Specialist brand ambassadors invite travellers to sample the single malt Scotch whiskies through complimentary tastings using an interactive play-table.  

The experience incorporates a digital tasting mat into the traditional sampling ritual. The experiential merchandising displays incorporate Bruichladdich’s ‘Not Your Classic’ campaign and visuals.  

Key touchpoints include a jumbo bottle lightbox and a levitating bottle centrepiece – a nod to Bruichladdich’s lightweight packaging and eco-friendly credentials.  

Aligning with the brand’s commitment to ‘use less and use better’, bespoke point-of-sale marketing is on display to engage and educate consumers.  

Rémy Cointreau CEO Global Travel Retail Fida Bou Chabke said: “It is incredibly exciting to be partnering with Lotte Duty Free and Singapore Changi to showcase our travel retail exclusives at this Changi-1st activation. 

“We know that our discerning travel retail consumers are always looking for innovation when they travel, and premium exclusives such as these allow us to keep our offer fresh and exciting – telling a story at the same time.  

“Not only are we able to bring a taste of Islay to Singapore through our pioneering spirits, but we’re also able to make the case for proactive sustainability measures too. 

“Bruichladdich is the unconventional Islay whisky for those who seek to defy expectations. This activation marks a significant step for us, and these packaging innovations underscore our commitment to the planet as a B Corp business. 

“Both The Classic Laddie Sherry Edition and The Bruichladdich Twenty One will have huge appeal for travellers seeking something more contemporary and adventurous within the world of whisky – and for gift buyers on the hunt for something out of the ordinary. These are #NotYourClassic whiskies.” 

Lotte Duty Free Singapore Managing Director Soon-Gyu (Jeff) Jeong commented: “This partnership with Rémy Cointreau for Bruichladdich underscores our unwavering commitment to delivering unparalleled products and experiences to our discerning travellers. 

“By introducing these exclusive and innovative Bruichladdich expressions, we are enriching our premium whisky portfolio with offerings that appeal not only to seasoned whisky aficionados but also to curious newcomers.  

“This collaboration is a testament to our dedication to providing unique, high-quality selections that elevate the travel retail experience at Changi Airport.” ✈