Whisky launch is 'most complex' Laphroaig expression

29 August, 2011

Maxxium is releasing what it describes as its “most complex flavoured” Laphroaig into the UK market, following two years as a travel retail exclusive.

The malt, Triple Wood, is finished in three ways: in bourbon casks, in quarter casks and finally in oloroso sherry casks.

The 48% abv whisky will retail for between £40 and £50. 

Maxxium UK’s marketing controller for Scotch, Johna Penman, said: “It is the perfect time to launch Laphroaig Triple Wood, as malt whisky and in particular premium malt whisky, is growing ahead of the spirits market in the UK. This is partly due to consumers becoming more knowledgeable and actively seeking out new styles and flavours from brands with heritage and provenance.

 “We are confident that this new expression will encourage interest and showcase the brand, the world’s number one Islay malt whisky, as a leader in the premium malt whisky market.”

Maxxium UK is promoting the launch among its 450,000-strong Friends of Laphroaig community.

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