Diageo celebrates huge Game of Thrones whisky sales in Australia

March 5, 2020
By Alana House

Diageo has revealed its Game of Thrones Single Malt Scotch Whisky Collection sold out in just four weeks in Australia last year, with 70% of whisky sales to shoppers new to the category.

Melissa Maidment, Whisky Marketing Manager, Diageo Australia, said: “The reaction to the Australian Collection launch has demonstrated the effectiveness of a partnership with a cultural phenomenon such as Game of Thrones to generate appeal and drive relevance for Diageo’s Single Malt Scotch brands among both a younger demographic and new audiences.

“The Single Malts category has grown 14% in 2019, and Diageo is proud to have grown their Single Malts portfolio 27% in 2019.”

Diageo has announced the Australian arrival of its final Game of Thrones whisky – Six Kingdoms Mortlach 15YO Single Malt.

Game of Thrones whisky - Six Kingdoms Mortlach

The new expression joins Clynelish Reserve House Tyrell, available for the first time in Australia, as both liquids complete the official Game of Thrones Limited Edition Single Malt Scotch Whisky Collection.

Comprising a total of nine liquids, the Collection is a continued collaboration with HBO that pays tribute to the fate of Westeros, whose long-held Seven Kingdoms ultimately became six at the conclusion of the global hit series Game of Thrones.

“We saw an overwhelmingly positive response to the launch of the Game of Thrones Limited Edition Single Malt Scotch Whisky Collection and as Game of Thrones fans continue to explore both the world of whisky and the world of Westeros, we are proud to introduce the final addition to the collection. Mortlach is one of our most sought-after super premium single malts, and seemed fitting as the perfect finale to complete the collection,” said Kavita Agarwal, Diageo Global Brand Director, Malts.

Encased in a metallic gold cannister that features an intricate pen and ink drawing of the three-eyed raven, seen throughout the eight seasons of the series, the Six Kingdoms packaging pays homage to the last Greenseer and the independence of the North, which stands alone under The Queen in the North, leaving a reconfigured landscape known as The Six Kingdoms.

The three-eyed raven exists with the gaze of a thousand eyes and only sees beyond the constraints of time to unravel the intricate stories that hold the tapestry of Westeros together.

Mortlach Distillery, positioned on the ancient hills of Dufftown and build on the site of a historic battle, is the first distillery to legitimately rule over Dufftown’s whisky trade. George and Alexander Cowie were integral influences for both the distillery and surrounding community, with George holding the esteemed title of Provost and Alexander developing Mortlach’s signature method to distil the liquid exactly 2.81 times.

Evocative of the past and crafted for the future, the Mortlach Single Malt Scotch Whisky Aged 15 Years has been matured in first-fill sherry-seasoned casks and finished in American Oak ex-bourbon casks. The whisky imparts a bold, smooth taste with notes of vanilla and spice befitting of those with a noble palate.

The Game of Thrones Single Malt Scotch Whisky Collection comprises:

  • Game of Thrones House Stark – Dalwhinnie Winter’s Frost
  • Game of Thrones House Tully – The Singleton of Glendullan Select
  • Game of Thrones House Targaryen – Cardhu Gold Reserve
  • Game of Thrones House Lannister – Lagavulin 9 Year Old
  • Game of Thrones The Night’s Watch – Oban Bay Reserve
  • Game of Thrones House Greyjoy – Talisker Select Reserve
  • Game of Thrones House Baratheon – Royal Lochnagar 12 Year Old
  • NEW to Australia: Game of Thrones House Tyrell – Clynelish Reserve
  • NEW: Game of Thrones Six Kingdoms – Mortlach Aged 15 Years

Game of Thrones Six Kingdoms – Mortlach Aged 15 Years is available in extremely limited quantities at liquor stores nationwide with an RRP of $219.99 for 700ml.

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