Collectable Whisky is Given Away for Free
In a bid to make the world of high-end whisky more accessible for all consumers, Bacardi-owned Scottish brand Craigellachie has announced that it is launching its oldest and most collectable whisky to date – and giving it away for free.
Distilled 56 years ago and matured for 51 years in a Bourbon oak cast, the whisky has been divided into 51 bottles. These will be toured around the world and given away as tasters at free balloted events in the UK, South Africa, Australia and the US.
"We wanted to do the unthinkable," said Georgie Bell, Bacardi global malts ambassador. "We wanted to make a typically collectable Scotch more accessible. We want to give as many people as we can the chance to try this incredible whisky – because how often does a whisky of this age and calibre actually get tasted?"
This move to make the whisky experience more accessible is a great example of how food and beverage companies can democratise flavour, and help remove the snobbery around high-end food and drink. See our predictions on how this will manifest next year in our Look Ahead 2019: Food & Beverage.
See also Women & Alcohol: Redefining the Gender Balance for more on how women like Bell are disrupting the traditionally male-dominated whisky industry.