2 December 2008
PRESS INFORMATION
SCAPA REBORN THANKS TO PRECIOUS CHIVAS BROTHERS STOCKS
Scapa, the perfectly balanced and delicate single malt from Chivas Brothers, is being reborn this month as a luxurious 16 Year Old, thanks to the availability of precious older whiskies. Formerly aged 14 years, the island whisky also has an elegant new look that is a contemporary reflection of its Orcadian heritage.
Neil Macdonald, Brand Director for Malts at Chivas Brothers, explains: "Scapa has long held a special place in the whisky drinker's heart and this new expression represents another opportunity to experience the beguiling whisky which is Scapa. Like the natural harbour ofScapa Flow where the distillery is located, this malt is a 'safe haven' for those wishing to explore the intriguing world of island malts thanks to its light, unpeated, approachable style."
He adds: "Since Chivas Brothers acquired Scapa in 2005, we have taken great care to improve the stock profile which means we are now in a position to release this very rare, precious new expression that perfectly showcases Scapa's unique personality."
While the stunning new packaging is inspired by the natural beauty and colours of the Orcadian landscape, the brand name has been carefully crafted to add a sense of movement and strength that is evocative of the island itself. As Scapa means 'boat' in Norse, a traditional Orcadian 'yole' is used as the brand icon.
The tall elegant bottle conveys the graceful and alluring nature of the whisky inside and will appeal to both a younger, more style-conscious consumer as well as traditional malt aficionados and experts who have long espoused the virtues of Scapa.
Master Distiller Stuart Pirie is passionate about Scapa and immensely proud of the new 16 Year Old creation: "There are just three other people who work at the distillery with me and we are all thrilled at the opportunity to launch Scapa as a 16 Year Old. The malt is very limited and therefore we expect huge demand for this special whisky which tastes even better as an older expression. The new Scapa remains true to its roots but will appeal to an even wider audience."
Scapa 16 Year Old is the ultimate expression of provenance and is indelibly linked to the remote Orkney isle where it is made. The island boasts an awe-inspiring landscape and a bounty of some of the country's most delicious fresh ingredients including excellent seafood and cheese.
The Scapa distillery was founded in 1885 and uses a rare Lomond pot-still. Scapa has won seven top industry awards in the last three years including an International Wine and Spirits Competition gold medal best in class in 2007.
The new expression will initially be available in the UK, Scandinavia, France, the US and Travel Retail with a price point of £50 (circa ａ60, US$70-80).
Neil Macdonald concludes: ¨Drinking Scapa is the whisky equivalent of a walk along the beach on a bright summerˇs day a delight for all the senses.〃
ENDS
Note to editors:
Chivas Brothers is the Scotch whisky and premium gin business of Pernod Ricard the worldˇs co-leader in wine and spirits. Chivas Brothers is the global leader in luxury Scotch whisky with a portfolio that includes Chivas Regal, Ballantineˇs, Beefeater Gin, The Glenlivet, Royal Salute, Aberlour, Longmorn, Scapa, 100 Pipers, Clan Campbell, Something Special and Passport.
Photography
Download the latest print quality photography from Chivas Brothers, free of charge, from Chivas Brothersˇ Online Image Library by logging on as follows:
1. Click onto www.scotchnet.com
2. Type in the user name/login pernodricard
3. Type in the password drink
4. Browse the thumbnail images. To download, select image and follow the instructions
For further information or images:
Sona Harris Stephanie Mingam
Richmond Towers Communications (International PR Manager)
26 Fitzroy Square Chivas Brothers
London W1T 6BT Email: stephanie.mingam@chivas.com
Telephone: 020 7388 7421
Email: sona@rt-com.com
穓碝跋遏
琩┮Τ┇
Scapa 16YO bottle and box.jpg (31.98 KB)
ㄣ絚
