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Smokehead looks to shake up malt whisky with duty-free exclusive Rum Riot

Smokehead looks to shake up malt whisky with duty-free exclusive Rum Riot

Ian Macleod Distillers is launching Smokehead Rum Riot, the latest duty-free exclusive from its bold and disruptive Islay single malt whisky brand.

The Smokehead Rum Riot concept was previewed at duty-free trade show TFWA Asia Pacific in Singapore this May where it secured a huge amount of interest. Initial bottling will take place in September for its official launch at the TFWA Exhibition in Cannes next October, where customers will be able to taste it for the first time.

Smokehead Rum Riot has been crafted by finishing Smokehead award winning Islay whisky, which delivers a rich, peaty, salty flavour punch, in Caribbean rum casks. The result is a truly unique experience which delivers a hit of immense smoke and spice, followed by citrus, banana, pear drops and hints of honey.

“Smokehead Single Malt is growing at 50% YOY internationally and we see considerable additional potential for the brand in the GTR channel,” explains Ian Macleod Distillers’ Travel Retail Director, William Ovens. “Smokehead has captured the attention of consumers with its bold and distinctive packaging, unique flavour profile and ‘not for everyone’ proposition.”

In keeping with Smokehead’s disruptive DNA, the packaging for Smokehead Rum Riot is vibrant and eye-catching. The black bottle features splashes of deep orange used to denote the flavours and qualities that the Caribbean rum brings to the finish: sweet, tropical and smooth. Each GTR exclusive bottle is packaged in a deep orange metallic tin.

“As a leading whisky producer we continue to be innovative and creative with our new expressions in order to both recruit new consumers and enthuse existing consumers,” adds Ovens.

Smokehead Rum Riot 70cl (RRP £44.90) joins the existing GTR exclusive Smokehead Extra Rare 1 litre (RRP £44.90).

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