64-70_sb_jul_UpdateTS:Layout 1 21/7/08 10:51 Page 65
THE LAST DROP PICKS UP LISTINGS
This month sees super-deluxe Scotch whisky, The
Last Drop, make its debut in World Duty Free’s
Premium Whisky Shops with a price tag of £800. In
the UK this top dram is already “enjoying good
initial” sales in its exclusive retail stockist The
Whisky Shop, as well as The Auchentoshan
Distillery shop, where a Chinese consumer recently
bought two bottles at £1,000 apiece. Most recently
the world-renowned Gleneagles hotel has listed The
Last Drop in its main bar where it will be sold at
£200 per 50 ml serving, and meetings are under
way with Claridges and The Ritz.
HAVANA CLUB ENERGISES ITS CUBAN HERITAGE
The authentic Cuban rum, Havana Club, is underpinning its successful “El Culto a
La Vida” global campaign with new TV and print advertising creatives, which take
in the whole range of the Havan Club expressions – but focus particularly on the
flagship Anejo 7 Anos label. The latest initiative is designed to create a more
powerful portrayal of the Cubans’ “Eagerness to Live”. It is also part of a
comprehensive global marketing drive to keep the brand on course to reach its 5
million 9-litre case target by 2013.
It’s been a busy time for Beam Global Spirits & Wine’s Islay
LAPHROAIG HOSTS GLOBAL ONLINE malt whisky, Laphroaig. The company staged its second
online whisky tasting from the distillery and attracted an
TASTING FROM DISTILLERY estimated 20,000 viewers from 79 countries worldwide –
that is almost 50% up on last year’s inaugural event.
In all a total of 11,666 computers logged into the live
broadcasts from as far afield as Ethiopia, Botswana,
Jamaica and Peru, but the UK, US, Sweden, Germany and
Canada were the top five in terms of viewing numbers. On
hand orchestrating the tasting were Martine Nouet,
Laphroaig master blender Robert Hicks and distillery
manager John Campbell. Along with the well-known
favourites Quarter Cask and 10 Year Old, new rare styles of
Laphroaig were included in the tasting like Laphroaig
Cairdeas. The brand’s online network, Friends of
Laphroaig, now has 300,000 registered members and is
the number one selling Islay globally.
Closer to home, Beam Global UK is holding a series of
Laphroaig malt whisky masterclasses in key cities including
London, Bristol, Manchester and Edinburgh. Hosted by
Robert Hicks, these are designed to educate participants
about the different Laphroaig styles and are geared for
newcomers as well as enthusiasts.
65
Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44  |  Page 45  |  Page 46  |  Page 47  |  Page 48  |  Page 49  |  Page 50  |  Page 51  |  Page 52  |  Page 53  |  Page 54  |  Page 55  |  Page 56  |  Page 57  |  Page 58  |  Page 59  |  Page 60  |  Page 61  |  Page 62  |  Page 63  |  Page 64  |  Page 65  |  Page 66  |  Page 67  |  Page 68  |  Page 69  |  Page 70  |  Page 71  |  Page 72  |  Page 73  |  Page 74  |  Page 75  |  Page 76