Whisky Focus - New Cutty Sark Profile To Be Revealed

New Cutty Cark profile to be revealed by The Edrington Group.

The Edrington Group will use TFWA World Exhibition next month as the platform to unveil the first stage of a complete relaunch of Cutty Sark Blended Scotch Whisky.

Following its acquisition of Cutty Sark in April 2010, The Edrington Group, Scotland's leading international premium spirits company, will be investing over £100 million over five years to bring the brand right up-to-date.

The investment will include a new deluxe range including aged blends of Cutty Sark, a full packaging update and an expanded distribution plan that sees the brand enter new markets including global travel retail, South Africa, Russia, Turkey and Brazil, as well as returning to several other markets including the UK.

One of the primary objectives of the investment was to create a more contemporary signature yellow label with a revised clipper icon on a new shaped glass bottle to appeal in duty free and travel retail markets worldwide.

The new design, exclusive to global travel retail will be unveiled on the Maxxium Travel Retail stand at M53 in Green Village at TFWA World Exhibition from 19th to 23rd September.

Jason R. Craig, Cutty Sark Global Brand Controller, commented: “Cutty Sark is a well established brand in a number of global markets and we recognise it has huge potential to thrive in global travel retail. Our significant investment will allow Cutty Sark to be relaunched as a dynamic contemporary spirit with a strong brand heritage.”

With annual global sales of over 14 million bottles, Cutty Sark is one of the top ten best selling Blended Scotch Whisky brands in the world. As well as being one of the leading Scotch whisky brands in the USA, Cutty Sark already enjoys a strong market share in domestic markets in Spain, Portugal and Greece and has a loyal following in some travel retail outlets including Greece, Dubai, Puerto Rico, Uruguay and Argentina.

History Of Cutty Sark

Cutty Sark Blended Scotch Whisky was launched in 1923; its distinctive yellow label has graced the world's best bars and clubs for nearly 80 years. In 2010 Cutty Sark was acquired by Edrington Distillers Ltd.

The original smooth, easy-drinking whisky, Cutty Sark was launched specifically for the sociable cocktail set and became an instant classic.

Cutty was bootlegged in the USA during Prohibition by Captain Bill McCoy, a smuggler whose contraband was uncut and unadulterated. When Prohibition ended in 1933, the blend's impeccable reputation led to it becoming the best-selling Scotch whisky in the USA, selling more than 1 million cases per year.

Originally conceived as an export brand, Cutty Sark is available in over 40 markets around the world; it is particularly successful in the USA and Southern Europe, especially Spain, Portugal and Greece.

The Cutty Sark ship has always featured on the whisky's label, an inspiration to embrace adventure. The ship was built for speed and named after a young witch dressed in a ‘cutty sark’ (short shirt), who could run as fast as the wind, from Scottish poet Robert Burns’ celebrated poem Tam O’Shanter.

Master Blender, Kirsteen Campbell, selects Scotland’s finest single malts – including The Macallan and Highland Park – to create one of the world’s favourite blended Scotch whiskies. Cutty Sark is matured in American oak casks, resulting in the signature flavour of vanilla and citrus fruits.
 

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