Bruichladdich is redefining luxury with new range

Bruichladdich is redefining luxury with new range

Distillery releases first high age statement range, with sustainable outer packaging

News 07 Feb 2024

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Hebridean distillery Bruichladdich has launched its first permanent high age statement range with two new bottlings: the Bruichladdich Eighteen and the Bruichladdich Thirty. The expressions form the Luxury Redefined range, which pays homage to significant moments in the brand’s history.

 

In 2001, the Bruichladdich distillery reopened after a seven-year closure with the aim to “reconnect land and dram.” In pursuit of this, it worked with one farmer to raise locally-grown barley in a trial which formed the basis for the distillery’s sourcing process today. The Bruichladdich Eighteen is distilled from that first crop of Islay-grown barley.

 

Bruichladdich’s head distiller, Adam Hannett, describes the Bruichladdich Eighteen as “ultra-high provenance single malt whisky.” He explains: “Every single element of The Bruichladdich Eighteen – from the specific harvest and barley varietals used to the exact casks it has matured in – is fully traceable. Which, for a whisky of this age, is quite incredible.

 

“18 years ago, we distilled spirit from locally-grown barley and our passion to diversify and champion our cereal growing programme has never wavered. It’s about making delicious whisky with real provenance which also benefits the Islay community – and The Bruichladdich Eighteen is the embodiment of this ethos.”

 

The Bruichladdich Thirty harks back further in the brand’s history. It was distilled from ex-bourbon casks saved and safeguarded after the distillery closed in 1994. As Hannett says: “This 30-year-old single malt not only celebrates the resurrection of our Victorian distillery but pays homage to the men who laid down this spirit three decades ago.

 

“The future of Bruichladdich was uncertain in the early 1990s. From the brink of permanent closure to now the largest private employer on Islay, Bruichladdich Distillery and the local community has slowly rebuilt and flourished over the past three decades – all while this spirit has quietly matured.”

 

A B-Corp distillery which has committed to sustainability, the brand is challenging perceptions of luxury with its full recyclable paper pulp outer packaging, made in collaboration with Thirst and James Cropper. With the new Luxury Redefined packaging, the Bruichladdich aims to show that sustainability and a premium aesthetic can exist hand in hand.

The Luxury Redefined range's sustainable packaging

Speaking about the packaging, Gareth Brown, global marketing director at Bruichladdich, shares: “When it came to launching these prestige whiskies, we set out to prove that sustainable packaging can be simultaneously stripped back and beautiful, and I believe we have achieved this with our Luxury Redefined range. Rather than adding elaborate packaging or unnecessary weight we have chosen to subtract, letting form follow function to rethink what modern luxury can, and should, be.

 

“Everything - from the weight and functional design of the glass bottle to the recyclable materials, custom colour, and texture of the outer wrap - has been carefully considered to ensure that our new single malt expressions exude contemporary luxury, while staying true to our values.”

 

The Bruichladdich Eighteen and the Bruichladdich Thirty are available now via bruichladdich.com and specialist whisky retailers.

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