Bruichladdich Distillery Company has officially unveiled two new global travel retail exclusive single malt whiskies: The Bruichladdich Twenty One – the brand’s first GTR exclusive aged statement – and The Classic Laddie Sherry Cask Edition.

The first high-profile outpost activation to showcase these launches is taking place in Singapore Changi Airport Terminal 4 Departures, as part of the renowned Changi 1st initiative – in partnership with Lotte Duty Free Singapore – from 15 May to 30 June. The Singapore Changi debut will be followed by a roll-out to key airports in global travel retail from June onwards.

The Classic Laddie Sherry Cask Edition

The Classic Laddie Sherry Cask Edition is a brand new take on Bruichladdich’s signature Classic Laddie spirit. Still in its iconic aqua bottle and showcasing the brand’s citrus and floral house style, the GTR edition has further matured in Oloroso sherry casks from Fernando de Castilla, Jerez, Spain. The additional sherry cask maturation adds another dimension to the renowned single malt whisky, with every drop distilled, matured and bottled exclusively on Islay.

Bottled at 50% ABV with an RRSP of €70, light fruit notes of apple and apricot open on the nose with the sherry cask influence bringing nutty aromas and layers of spice. Dried fruits, dates, and malt sugar coat the palate, with the Oloroso sherry maturation adding depth and richness to the finish.

Aligning with Bruichladdich’s sustainability strategy to reduce waste and CO2 impact, The Classic Laddie Sherry Cask Edition incorporates new sustainable packaging. With an average recycled glass content of 60%, this new optimised bottle is 32% lighter than its predecessor. Total packaging CO2 emissions have been reduced by 65%. Other key elements include a polypropylene closure and cork made from bio-based sources, and organic ink coating.

The Bruichladdich Twenty One

Bruichladdich 21 Aged Years is the latest expression to launch within the brand’s new Luxury Redefined permanent high age statement whisky range.

Conceived, distilled, matured, and bottled only on Islay, the expressions in this collection are the liquid embodiment of the distillery’s pioneering past and steadfast commitment to the future – always with the aim of creating the most thought-provoking spirits.

When Bruichladdich Distillery reopened in 2001 the team set out to reconnect land and dram, and the 21 Year Old single malt whisky is this vision realised. Matured solely on Islay for over two decades, with each barley varietal, individual farmer, and cask type fully traceable, The Bruichladdich Twenty One is possibly the highest provenance single malt whisky ever created.

Challenging traditional perceptions of modern luxury, this unpeated prestige bottling features an industry-first bespoke, sustainable outer wrap. The eco-friendly outer packaging is made from fully

recyclable paper pulp and perfectly moulded to the shape of the proprietary glass bottle. The lightweight outer packaging is produced using 100% green energy, demonstrating that premium single malt Scotch whisky can be both sustainable and aesthetically beautiful.

Bottled at 50% ABV, The Bruichladdich Twenty One (RRSP €250) has been matured on Islay for over two decades in a combination of 80% bourbon casks and 20% sherry casks. Made using 100% Scottish barley, the high-age statement single malt whisky has matured in a combination of hand selected bourbon and sherry casks. Earthy dried fruit and layers of spice immediately open on the nose, with chocolate, almond, sweet vanilla and a delicate hint of gorse flower on the palate.

A compelling Changi-first collaboration

These two pioneering travel retail exclusive expressions made their worldwide channel debut in Singapore in May, in line with the Changi 1st ethos of offering exclusive launches and concept pop-ups ahead of other markets. The global reveal is being supported by an impactful Bruichladdich Tasting Bar pop-up, created in partnership with Lotte Duty Free Singapore.

The eye-catching 52.5 sq m immersive activation experience is located in a prime position in T4 departures, en route to the gates. It sports The Classic Laddie’s signature shade of bright aqua – accented with pops of orange to reference the new Sherry Cask Edition – for maximum visual impact.

Specialist brand ambassadors will invite travellers to sample the single malt Scotch whiskies through complimentary tastings using an interactive play-table. Offering a best in class consumer offering, the experience incorporates a digital tasting mat into the traditional sampling ritual, bringing the Bruichladdich story to life.

Incorporating Bruichladdich’s brand new ‘Not Your Classic’ campaign and visuals, experiential merchandising displays highlight the story of the whiskies. Key touch points include a traffic-stopping jumbo bottle lightbox and a levitating bottle centrepiece, nodding to Bruichladdich’s new light-weight packaging and eco-friendly credentials. Aligning with the brand’s commitment to ‘use less and use better’, bespoke POSM will be on display to engage and educate consumers, with travellers able to join the movement to reduce unnecessary packaging and waste.

“It is incredibly exciting to be partnering with Lotte Duty Free and Singapore Changi to showcase our travel retail-exclusives at this Changi-first activation,” noted Rémy Cointreau CEO Global Travel Retail Fida Bou Chabke.

“We know that our discerning GTR consumers are always looking for innovation when they travel, and premium exclusives such as these allow us to keep our offer fresh and exciting, and tell a story. Not only are we able to bring a taste of Islay to Singapore through our pioneering spirits, we’re able to make the case for proactive, powerful sustainability measures, too.

“Bruichladdich is the unconventional Islay whisky for those who seek to defy expectations. This activation marks a significant step for us, and these packaging innovations underscore our commitment to the planet as a B Corp business.

“Both The Classic Laddie Sherry Edition and The Bruichladdich Twenty One will have huge appeal for travellers seeking something more contemporary and adventurous within the world of whisky – and for gift-buyers on the hunt for something out of the ordinary. These are #NotYourClassic whiskies.”

Jeff Jeong Soongyu, Managing Director of Lotte Duty Free Singapore, added: “This partnership with Rémy Cointreau for Bruichladdich underscores our unwavering commitment to delivering unparalleled products and experiences to our discerning travellers.

“By introducing these exclusive and innovative Bruichladdich expressions, we are enriching our premium whisky portfolio with offerings that appeal not only to seasoned whisky aficionados but also to curious newcomers. This collaboration is a testament to our dedication to providing unique, high-quality selections that elevate the travel retail experience at Changi Airport.”