In the world of whisky, renewal is a constant friend. New trends provide new-found growth for industries and doing just that currently is the peated malts category. The category is growing in popularity at a rapid rate – 20 per cent MAT to be exact, which is double the rate of the non-peated category.
Beam Suntory owns 25 per cent of the peated malts category with Ardmore, Bowmore and Laphroaig from Scotland and Connemara from Ireland. The four have a long and rich history and are among the world’s top producers of peated malts.
To showcase its range and help drive potential growth from the category, the company is releasing a ‘Peated Malts of Distinction gift pack’ in August, containing each of these renowned whiskies in 50ml bottles for the first time.
The pack retails for $35 and includes Ardmore Legacy 40% ABV, Bowmore Small Batch 40% ABV, Laphroaig Select 40% ABV and Connemara Original 40% ABV.
A traditionally-cut peat block is also included, along with a mini-booklet explaining the traditional peated whisky process and the variety of peat flavours present in the range.
The pack is aimed at both whisky enthusiasts and consumers looking to explore a unique set of flavour profiles – from Bowmore – Scotland’s first Islay single malt, to Connemara – once referred to as a ‘savage beauty’ by Oscar Wilde. The portfolio of peated malts offers consumers a variety of taste experiences.
