Ian Macleod Distillers has launched SMOKEHEAD EXTRA BLACK, a new premium 18 Years Old Islay Single Malt Whisky at Cannes TFWA in October this year.
Developed by design agency Navyblue, who were responsible for the multi award-winning Smokehead and Smokehead Extra Rare Islay Single Malt designs, Extra Black takes the DNA of the core brand to the next level, reflecting the luxury and limited edition status of this 18 Years Old matured whisky. Created to appeal to the discerning and adventurous drinker, the contemporary frosted black bottle features silver letterpress type applied directly to the glass, producing instant shelf presence. Like its predecessors, the design is dominated with a variety of adjectives such as Deep, Smoky and Earthy, eluding to the powerful Islay taste of the malt inside. The decision to introduce a new squat tapered shaped bottle adds sophistication and visually differentiates Extra Black as the premium product in the Smokehead range.
There is increased brand value with the introduction of a stylish and robust matt black flight case with silver Smokehead logo, which reaffirms that this product is every inch, ‘Extra Black’. While the individual numbering of each bottle, further highlights the product’s rare, limited edition status. Despite its 18 years maturation giving Extra Black a slightly more mellow flavour than the original Smokehead Islay Single Malt, Extra Black is certainly not for the faint hearted. A neck-booklet provides tasting notes, bringing to life the rich, complex and peaty flavours of this distinctive Single Malt. Instantly full of peat smoke with hints of ginger and mint, the taste starts light and briny with gentle cloves, before building with flavours of vanilla and cocoa, creating a rounded and smooth mouthfeel. The finish brings together the ever present smoke with rich dark chocolate and kiwi fruit undertones.
Iain Weir, Marketing Director for Ian Macleod Distillers commented: “Smokehead Extra Black is the natural evolution of the Smokehead brand. It is an 18 Years Old Islay Single Malt of the highest quality, presented in very impressive and distinctive top-end packaging. The strong and peaty flavours of the Malt demand your attention, and it was important that the design reflected this, creating an exclusive product with the wow-factor that really grabs consumers’ attention.The launch of Smokehead Extra Black forms part of Ian Macleod Distillers’ on-going five-year sales and marketing strategy to increase their presence, sales and profit in global Travel Retail.
Limited stock of Smokehead Extra Black 18 Years Old Islay Single Malt will be available worldwide both domestically and through travel retail outlets. (70cl, 46% vol., TR RSP £68/$127/€8).
