Berry Bros & Rudd aims high in Asia with spirits brands(2)
Artisanal: Each bottle features printed handwritten tasting notes on the label, and a year denotes the vintage
Under an agreement, The Glenrothes is distilled and bottled by The Edrington Group, which, along with Beam Global Spirits & Wines, forms part the Maxxium distribution consortium. BBR and Edrington clearly have a great working partnership; Roberts paid tribute to Edrington's The Macallan for its luxury branding approach, singling out Edrington’s star performer in the hotly fought single malt whisky segment.
Roberts emphasised that The Glenrothes is bottled by the Malt Master, Gordon Motion, at the "peak of perfection" and, as a point of difference from other whiskies on the market and in a nod to the company’s wine heritage, a year denotes the vintage on the label. This is not the same as an age statement, Roberts was quick to note, as BBR believes this becomes less important if the liquid is bottled when the taste is deemed to be at its peak.
"BBR wants [The Glenrothes] to be listed among the top five or six single malts in Asia"
Indeed, the brand’s marketing tagline is: “Maturity matters, not age”, in a humorous reference to French liquor group Pernod Ricard’s Age Matters consumer education campaign which has sparked a debate in the drinks industry over the subject of age statements on bottle labels.
Johnny Roberts
Business Director - Asia
BB&R Spirits
The product range comprises The Glenrothes Robur Reserve, The Glenrothes Three Decades and, introduced this year, the travel retail exclusive The Glenrothes 1991 Vintage. Each bottle features printed handwritten tasting notes on the label, echoing the practice employed by Malt Masters in Scotch whisky distilleries. These unusual and distinctive labels are designed to add authenticity to the product. The outer packaging is made from a brown recyclable card for a further age-old, artisanal, wholesome feel. In Asia, the firm produces special packs for key gifting occasions.
Roberts acknowledged the huge presence and might of the big brands like Diageo-owned Johnnie Walker, as well as the creativity of the recent Martell Experience, but BBR is determined to forge its own path. The company sets much store by training any frontline staff who come into contact with the product, including store staff and promotional personnel who host tastings or events at airports.
