PREMIUMISATION is the big word on the lips of many a spirits company, at present. In a time of economic challenges many consumers change their pattern of buying and consumption, it’s argued, and look to bear down on everyday costs but compensate by treating themselves every now and again and especially at special occasions.
And it’s certainly the case that many premium spirits including malt whisky, small batch gins and premium vodkas have been doing well.
“The Christmas period is an extremely important time for spirits and in particular whisky,” said marketing controller at Maxxium UK Chris Anderson.
“Christmas provides an opportunity for retailers to provide their customers with a greater selection of premium drinks.”
Maxxium UK’s portfolio of single malt whisky brands includes The Macallan, Highland Park, Laphroaig, Glenrothes and The Ardmore.
Developments on its range ahead of Christmas this year include the launch of The Ardmore Legacy, a lightly peated Highland single malt, which continues the distillery’s history of producing the only traditionally peated Highland single malt whisky and will replace Ardmore Traditional Cask as its core expression.
Also available for its first Christmas is Highland Park Dark Origins, a single malt, that uses twice as many first fill sherry casks than the classic Highland Park to give a naturally darker, richer flavour.
And recently released Laphroaig Select is another new single malt. It combines Laphroaig’s trademark ‘peat reek’ with complex flavours achieved by the use of a variety of maturation styles and oaks.
Maxxium’s portfolio also includes The Macallan 1824 Series which has four expressions, The Macallan Gold, Amber, Sienna and Ruby.
“Retailers can encourage customers to upgrade through the series once they have tried the introductory malt, providing them with an opportunity to increase profitability,” Anderson said.