Bunnahabhain sees limited 40 Year Old release

Published: 01 November, 2012

Burn Stewart Distillers is hoping to cement Bunnahabhain's reputation, and its double-digit growth, with the launch of a 40-year-old expression priced at almost £2,000.

The company acquired the brand from the Edrington Group in 2002 for £10 million and is keen to boost its quality and taste reputation.

The Bunnahabhain 40 Year Old (41.7% abv) is a one-off release of 750 individually numbered, hand-signed bottles, presented in "quirky" bespoke packaging designed by illustrator Iain McIntosh. Just 46 of the bottles have been allocated to the UK.

Commercial director James Campbell Muir Stirrat said the brand was acquired for £10 million with just one edition, the 12 Year Old.

But further negotiations saw it acquire the extra aged casks and inventory in the warehouse that have helped it build the brand - which Stirrat claims is seeing "more than double-digit growth".

Sitting on the northern shore of Islay under the direction of master blender Ian MacMillan, the distillery has also recently moved into making all its products non-chill filtered.

Stirrat said: "It's taken us a bit of time to understand and get to know the brand, which took a backseat somewhat in the former Edrington portfolio, but we are now confident we can move it forward in both value and volume.

"The hierarchy family of editions allows us to talk to each level of consumer. We have the base plan for 12, 18 and 25 Year Old, to offer continuity and stability."

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