Chivas Brothers shares a secret with launch  

of new Longmorn 16 Year Old

 Chivas Brothers has announced the creation of Longmorn 16 Year Old as the main driver in a repositioning of Longmorn as a global, super-premium malt whisky. Longmorn 16 Year Old replaces the existing 15 year old, known to connoisseurs as the ‘Hidden Jewel’ of Speyside and will be available in international markets.

 

The new packaging for Longmorn 16 Year Old is a striking development. Different materials are combined in a sleek, contemporary presentation that stands out against other single malts, yet retaining and expressing core malt whisky values of craftsmanship and rarity.

 

Neil Macdonald, Brand Director for Malts at Chivas Brothers, comments: “Longmorn has been considered the ‘hidden jewel’ of Speyside for many years by distillers and connoisseurs alike and the new Longmorn is the perfect expression of luxury malt. Longmorn 16 Year Old is a rare and desirable whisky, with an outstanding reputation amongst whisky cognoscenti, paired with packaging that combines effortless simplicity and total attention to detail. Glass, metal, paper and leather all come together in a design synergy that delivers tactile experiential packaging.”

 

Macdonald continues: “Single Malt whisky’s reputation and prestige have built global momentum over the past five years amongst discerning consumers. A growing opportunity now exists within the malt whisky market to build whisky brands such as Longmorn, which purely operate at a super-premium level in terms of presentation, product and pricing.”
 

Adventurous and expansive, John Duff took his passion for whisky making around the world, having set up whisky distilleries in both South Africa and the United States before returning to his native Scotland to establish his enduring endeavour – Longmorn single malt whisky. He built his distillery in 1893 and within four years had built a reputation that most whiskies take years to develop. To be so highly regarded at such a young age and at a time when Scotland was awash with malt is an indication of Longmorn’s quality.

 

Part of Longmorn’s success was the result of the Distillery location. It was on the fringes of the main barley growing area of the Laich o’Moray; and there were plentiful supplies of peat available from the ‘foggie loans’ of the nearby Mannoch Hill. This part of Scotland has a micro-climate and fertile soil perfect for growing barley, so it is no surprise that the distillery was built close to where the finest ingredients possible could be found. The motive power for the distillery was originally provided entirely by a large water wheel that is still there today, though no longer in use.

 

This launch of Longmorn 16 Year Old is another example of Chivas Brothers’ premiumisation strategy as demonstrated by the recent launch of The Glenlivet XXV. The new Longmorn contributes to a Chivas Brothers single malt portfolio of differentiated brands with strong identities, with a product to satisfy the needs of every type of single malt drinker, from those at entry level to the up to accomplished malt repertoirists.

 

Longmorn’s positioning at the super premium end of the malt market, places it in a category that is experiencing strong growth of 17.5%, according to IWSR CAGR 2000-2005. Longmorn will be available at a price point of £50.