Ian Macleod Distillers is launching Smokehead Extra Rare

Posted on October 23, 2007
Filed Under Islay, Travel, WhiskyBuzz |

Ian Macleod Distillers is launching Smokehead Extra Rare, a new and exclusive one litre product for the global Travel Retail market.

Building on the success and acclaim of Smokehead Islay Single Malt since its launch in 2006, Smokehead Extra Rare takes the brand essence to the next level, positioning it as a more exclusive and premium luxury product in the Travel Retail market.

Like its predecessor, Smokehead Extra Rare is a contemporary and individual whisky that uses ‘stand out’ designer packaging. The distinctive and tactile embossed and debossed tin of the original remains, but a colour change from black and white to silver metallic with gun-metal foiled letterpress gives Extra Rare an edge. Further added value and ritual has been introduced with the bottle held in a modern Hessian style draw string bag (reminiscent of malt sacks) with a branded brushed metal tag.

Iain Weir, Marketing Director for Ian Macleod Distillers commented: “Smokehead Extra Rare is ‘Big Brother’ to the original 70cl edition. It is a heavily peated Islay Single Malt of the highest quality. We wanted to build upon this and Smokehead’s already award-winning design, to create an even more exclusive product for the Travel Retail market.”

The Travel Retail market will be a key focus for Ian Macleod Distillers over the next five years, with the aim to increase their presence, volume and profit in global Travel Retail. Developing new exclusive Travel Retail products, such as Smokehead Extra Rare, will form an essential part in this new strategy.

Limited stock of Smokehead Extra Rare is available worldwide exclusively through travel retail outlets (1 litre, RSP of €40/$55).

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Comments

2 Responses to “Ian Macleod Distillers is launching Smokehead Extra Rare”

BeRKA on October 23rd, 2007 8:06 am

I don’t get it. I am sure this whisky is good, but why should I pay €40 for this, when I can buy an aged official bottling of an Islay whisky for this price instead?
The Man in the Grotto on October 23rd, 2007 6:21 pm

No Idea. I haven’t tasted it yet. But who knows, maybe it’s worth it