Pernod Ricard-owned Chivas Brothers has announced the creation of Longmorn 16 Year Old as the main driver in a repositioning of Longmorn as a global, super-premium malt whisky.
Longmorn 16yo replaces the existing 15yo, known to connoisseurs as the ‘Hidden Jewel’ of Speyside in Scotland. The product will be available in international markets, including travel retail.
Longmorn will be available at a price point of £50 (US$100). The product’s positioning at 
the super-premium end of the malt market places it in a category that is experiencing strong growth of +17.5%, according to IWSR CAGR 2000-2005.
The launch is another example of Chivas Brothers’ premiumisation strategy, as demonstrated by the recent launch of The Glenlivet XXV.
The new 16 Year Old Longmorn
The new packaging aims to express the core malt whisky values of craftsmanship and rarity. Glass, metal, paper and leather are combined for a tactile experience.
The bottle features a stitched leather base, the label incorporates two types of matt and embossed paper, and an aluminium seal stamped with the “g” from the Longmorn logo is tied around the bottle neck.
In another unusual twist, a flap on the dark brown outer case opens outwards and upwards. When the flap is opened, the words “Long no more” are stamped inside – a reference to the fact that Longmorn has previously been a well-kept secret known only to whisky connoisseurs.
More information at TheMoodieReport.com
