WILLIAM GRANT LAUNCHES WILDMOOR FAMILY

 THE WILLIAM GRANT WILDMOOR
PREMIUM BLENDED SCOTCH WHISKY COLLECTION

In March this year Glenfiddich and The Balvenie owners, William Grant & Sons, unveiled 'Wildmoor' a new premium aged Scotch blended whisky brand. They announced a collection of seven whiskies aged between 21 and 40 years were to be released through 2024. Assembled by master blender Brian Kinsman, Wildmoor draws on more than 60 years worth of reserve stocks laid down by the Grant family, including casks from revered distilleries now lost to time.

The William Grant & Sons family has spent quite a few decades acquiring and meticulously curating an extensive reserve of rare, matured malt and grain whiskies from various regions across Scotland. They are too well established to try and create another blended malt; in any case, Monkey Shoulder is doing exceptionally well in the market.

Their latest venture introduces a new brand, conceived and crafted by Master Blender Brian Kinsman with the aim of offering a comprehensive "Flavour Map of Scotland in a Glass." The Wildmoor Collection is said to showcase a diverse array of liquids, not bound by the confines of individual distilleries or house styles. Additionally, the design of the range is artfully crafted to encapsulate the essence of the Scottish landscape, more specifically, around Glen Coe, a village in western Scotland. It lies in steep-sided Glencoe valley, in the Scottish Highlands. 

The area is known for waterfalls and trails that climb peaks such as Buachaille Etive Mor and Bidean nam Bian. Wildmoor thus reflects the rugged beauty of the Scottish landscape. Its bottle designs draws inspiration from topographical maps, evoking the many hills and mountains of Scotland. A blend of history and craftsmanship, this range explores the breadth and depth of Scotch whisky’s character as it has evolved over the past decades.

Aiming to shake off the spirit’s somewhat traditional image, the brand looked to Scotland's wilder side when it came to the packaging design. The brand opted for an aesthetic depicting Scotland's wilderness. Each bottle features a topographic map of Scotland’s Wildmoor.

The packaging design is the work of Manchester-based creative agency LOVE, who designed a bespoke bottle (Stoelzle Glass) featuring an embossed surface depicting Scotland’s Glen Coe region. Produced in cosmetic flint glass, the biggest design challenge proved to be the complexity and detail in the texture; the agency used high-resolution 3D topographic data as the base for the design, which was refined to a level of detail suitable for glass production. The bottle is a distinctive brand asset that is drawn from open-source topographical Scottish landscape models–a literal slice of Scottish landscape that captures the elemental textures and forms. The bottle’s neck and underside are debossed with the brand name.

In sum, they launched seven expressions ranging from 21 to 40 years old. Featuring both grain and malt whiskies in each iteration, Wildmoor’s range utilises ex-sherry casks with one exception that has been finished in ex-rum casks.

The full line-up is:

• Heather Valley 21 Year Old – Finished in ex-oloroso sherry cask. Exclusively on sale in Taiwan, SRP of £120 (US$152) per bottle

• Ancient Moorland 23 Year Old – Also finished in ex-oloroso sherry. Exclusive to China and Taiwan, SRP of £185

• Dark Moorland 23 Year Old – Another ex-oloroso finish, available in China, Korea, Taiwan and the UK at £185

• Waking Forest 23 Year Old –  Matured in virgin Scottish oak and ex-Sherry oak casks. On sale in Global Travel Retail only for £145

• Rugged Coast 30 Year Old – Finished in ex-oloroso sherry casks, on sale in China, Korea, Taiwan and the UK for £550

• Tropical Coast 30 Year Old – Finished ex-rum casks from the Caribbean. A GTR exclusive at £325, and

• Black Mountain 40 Year Old – Finished in ex-Pedro Ximenez sherry casks, available in China, Korea, Taiwan and the UK at £960.

The launches tap into a resurgence in luxury blended whisky within the market. There are exciting times ahead, so producers really wanted to play in this arena, and in this part of the world. So, to have aged, blended whiskies from our Ancient Reserves, it’s an excuse to try some of our whiskies normally kept out of bounds. They see the arrival of Wildmoor as an opportunity to build the company’s presence in a growth part of the market.

From their perspective, one of the key drivers is Scotch and Scotch blended whisky. Having locked down a major slot in the Malt space, this is a really big opportunity; it’s a really big space and they have the liquid…they’ve got the reserves, and they’ve got them sustainably.

So it’s really exciting to be able to come into that space with liquids of that quality and a brand that meets the really interesting insight of people wanting to escape from urban environments and reconnect with nature, a growing trend in lots of parts of the world.

The link to nature is mapped out, quite literally, on the bottles of Wildmoor, which feature designs inspired by the topography of the Scottish landscape. But the natural world, and Scotland’s various environments, are at the foundation of the new brand.

Master Blender Brian Kinsman was presented with this amazing concept of the Scottish landscape and if there was any hint of these amazing landscapes, be it the ancient moorlands or the amazing coastal areas or the mountains, what would the whisky taste like? That began this amazing quest and this amazing journey for Brian Kinsman and the team.

For them, launching a new brand with a strong story into the travel retail space requires two things: storytelling and tasting. It’s the storytelling and getting people to try the product that works.People have got to be able to see that there is something visually that’s appealing; that it’s a whisky. It sounds strange, but sometimes you walk through and you think’ oh look there’s some beautiful pop up’, but if you can’t convey to people relatively quickly that what they are seeing is a whisky then that’s an issue.

Brand ambassadors and staff play a key role in both introducing the product and getting it into the hands of potential consumers.

One of the reasons why people buy whisky is often for the story, whether that’s to enjoy themselves, or to tell that story to other people. Being able to, in a very succinct way, tell that story is key. We are very lucky to have about 140 brand ambassadors globally and so that community and making sure they are telling that story is going to be hugely important. Once people understand where the idea has come from that will resonate with them that idea of connecting a whisky that has come from nature.

In the UK, they launched three expressions, the Wildmoor Dark Moorland 23 Year Old, the Wildmoor Rugged Coast 30 Year Old expression and the pièce de résistance, the Wildmoor Black Mountain 40 Year Old.  

The youngest of them is the Wildmoor Dark Moorland 23 Year Old, a masterful blend marrying Highland and Speyside malts with Lowland grain whisky, matured in a marriage of American and European oak, culminating in a finish in Oloroso Sherry casks, enriching it with depth and complexity. Stats are 70cl / 42% / £185

Inspired by the moorlands of Scotland, this is a fruity 23-year-old whisky with puffs of Highland peat smoke. The blend comprises Lowland grain and Highland malt whiskies finished in ex-oloroso sherry casks, along with a touch of older grain whisky partially matured in new American oak casks to add a distinctive depth to the ensemble. Prepare your glass and indulge in the dynamic blended Scotch whisky. This amber-hued bottle is inspired by the rolling ancient moorlands, lush Scottish foliage, and unforgiving coastline, and this rich and deep tipple has been masterfully created to satiate the whisky lover.

Tasting Notes

Nose: Rich oak, dried fruit, vanilla and baking spices.
Palate: Sweet orchard fruit with layers of honey, toffee, tobacco, vanilla and spice.
Finish: Long finish with lingering walnuts, chocolate and dark fudge.

The Wildmoor Rugged Coast 30 Year Old expression, having basked in the embrace of Oloroso Sherry casks, draws inspiration from the rugged beauty of Scotland's western coastline. Offering a symphony of peat and luscious stone fruit notes, it embodies the untamed spirit of the region.

The 30 YO draws on Kinsman’s personal passion for rum casks, taking a blend of grain and Single Malts, aged in American and European oak casks and finished in rum casks to create tropical flavours with hints of pineapple and caramelised banana.

As tribute to Scotland’s rugged coastlines, it offers layers of complexity and rich bonfire smoke.

Product Details: Volume: 70cl at 42% ABV and priced £549.95.

Tasting Notes:

Nose: Bonfire smoke, sea salt, and vanilla sweetness.
Palate: Peaches, caramel, and spice harmoniously mingle with beach bonfires and cigar smoke.
Finish: Aromatic smoke meets rich stone fruit and spice for a satisfying and lingering finish.

The pièce de résistance of the collection in the UK is the Wildmoor Black Mountain 40 Year Old, which pays homage to the brooding mountains of northern Scotland, crafted from a robust blend of rare grain and Highland malts, with a touch of history from distilleries of yore.

Wildmoor 40 Year Old Black Mountain Pedro Ximenez Blended Scotch Whisky 70cl 46% ABV Blended Scotch Whisky £960.00

 The peak of Wildmoors range, the Black Mountain draws inspiration from the towering dark mountains of Northern Scotland. This extraordinarily intense blend of rare grain and Highland malts is enhanced by the addition of Ghosted Distillery stock with a minimum age of 40 years. This is a deep, rich, and elegant liquid finished in a Pedro Ximenez cask, before being bottled at 46% ABV. A towering peak of flavour, where vanilla and caramel notes meet an indulgent sherry richness.

Tasting Notes

Nose: Huge intensity here with vanilla, caramel, rum, raisin, orange peel and dried apricots.

Palate: Intensely aromatic with tobacco, cloves, cardamon, and camphor balanced with fresh and dried apricot.

Finish: Seemingly endless layers of vanilla, Brazil nuts and spice.

In Taiwan, there is the exclusive offering of Wildmoor Heather Valley 21 Year Old blended Scotch. This expression harmoniously blends Highland and Speyside malts with Lowland grain whisky, aiming to evoke the serene moorlands of Scotland. It undergoes maturation in both American and European oak before a finishing touch in Oloroso Sherry casks.

Meanwhile, available solely in China and Taiwan, Wildmoor Ancient Moorland 23 Year Old showcases a blend of Highland and Speyside malts, aged in American and European oak casks. This exquisite whisky culminates its journey with a finishing touch in Oloroso Sherry casks, resulting in a liquid that boasts a "rich oak taste complemented by the signature deep vanilla, mellow Sherry spice, and sweetness."

Completing the seven strong collection of Wildmoor Scotch blended whiskies is two global travel retail exclusive whiskies which they have just launched at Singapore Changi airport on 02 May 2024. This exciting debut comes to life through an immersive pop-up experience, made possible by Changi 1. Running until May 23rd, 2024, this captivating activation awaits travellers at Changi Airport Terminal 1 Departures (Transit), open daily from 5:30 am to 1:30 am SGT.

WILDMOOR AT CHANGI AIRPORT SINGAPORE

 

The first travel retail exclusive whisky is Wildmoor Waking Forest 23 Year Old Blended Scotch Whisky (£148), a captivating fusion of oak elements reminiscent of Scotland's lush forests. Here, Virgin Oak intertwines with Sherry oak, enhancing the smooth vanilla notes with a delightful infusion of rich sweetness.

The second travel exclusive Wildmoor and in contrast to the Waking Forest is Wildmoor Tropical Coast 30 Year Old Blended Scotch Whisky (£340), drawing inspiration from the picturesque north-western coastline of Scotland in the summertime. Picture white sandy beaches caressed by clear turquoise waters, crafting a tropical panorama. This exquisite whisky, finished in Caribbean Rum casks, unfolds with a smooth, fruity profile and a tantalising hint of rum spice.

The Wildmoor Black Mountain 40 Year Old will also be available from global travel retail.

Changi Airport travellers are among the first in Singapore and Asia to indulge in the Wildmoor travel retail range, initially exclusively available at Singapore Changi Airport Lotte Duty Free shops for the duration of the promotional period. The activation space promises an enchanting journey into the realm of Wildmoor, drawing inspiration from Scotland's untamed landscapes.

Guests are invited to immerse themselves in a biophilic oasis, embarking on a sensory adventure through touch, sight, and sound, all evoking the essence of the wild. The experience culminates in a gastronomic exploration of meticulously curated whisky and food pairings at the pop-up bar.

For those eager to savour the spirit of the wilderness at home, exclusive gifting options and complimentary personalisation accompany every purchase, ensuring a memorable takeaway from this extraordinary encounter.

From the end of May the travel retail exclusive Wildmoor whiskies will be available in selected airports worldwide, including London Heathrow (with Avolta), Thailand (King Power), China (Lagardère and CDFG) and South Korea (Shilla/Shinsegae).