Laphroaig PX Cask is New Travel Retail Exclusive

Beam Inc., in collaboration with distributor Maxxium Travel Retail, is launching a new global travel retail exclusive in the malt category, Laphroaig PX Cask, the first Laphroaig expression to be matured in Pedro Ximénez (PX) sherry casks

  • TRDFM Report
  • Published: 15:00 April 2, 2012

  • Image Credit: Supplied
  • Laphroaig PX Cask

Available from April, the new Islay single malt whisky is a distinct expression of the traditional Laphroaig style. With an ABV of 48%, Laphroaig PX Cask is matured in three types of oak cask, including American Oak, Quarter Cask and PX sherry casks. The different barrels each impart a subtly different character and the final maturation in the PX casks provides rich, sweet and full-bodied notes that perfectly complement the peat-smoke tang of Laphroaig. 

Laphroaig PX Cask replaces the former travel retail exclusive, Laphroaig Triple Wood, which was launched in domestic markets worldwide in September 2011, due to popular demand.

Beam’s EMEA travel retail business manager, Antony Kime, says: “Laphroaig is the number one Islay whisky and as a global icon performs very strongly in travel retail. As a showcase channel, it is a great environment for the trial and discovery of new whiskies and we are confident that Laphroaig PX Cask will encourage interest in malt whiskies. With Laphroaig Triple Wood moving to distribution in domestic markets, an opportunity has opened up for us to drive innovation in malts and bring something new into travel retail.”

The launch of Laphroaig PX Cask will be communicated and also made available to the Friends of Laphroaig, a growing, active on and offline community that links and rewards fans of Laphroaig (more than 450,000 Friends worldwide), as well as whisky connoisseurs and Islay enthusiasts.

Maxxium Travel Retail managing director, Glen Williams says: “Laphroaig is a very special brand with a strong following of consumers who continually seek out new expressions. Laphroaig PX Cask will be available across our customer base and we anticipate wide-scale interest from the brand’s fervent fan base.”

Laphroaig PX Cask will be widely listed in European travel retail, including Heinemann, World Duty Free Group and Aelia in 1L bottles with an RSP of €69.


Laphroaig PX Cask Tasting Notes

Colour: Antique Gold

Nose: From the bottle there is a nice sherry aroma of sweet sultanas and raisins with a hint of sweet liquorice and only the slightest tang of peat. Adding a little water brings out the marzipan and almond aroma with a counterpoint of creamy nuts and lots of ripe fruits but again there’s only the slightest tang of peat smoke.

Body: An intense and profound deepness

Taste: Without water a massive explosion of peat fills the mouth with huge amounts of oakiness only just moderated by the sweeter heavy sherry flavour. Adding a touch of water only slightly moderates the massive peat reek which very slowly fades and just allows a little of the sweeter sherried flavours to come through although there is always that burst of peat smoke that dries the mouth.

Finish: Concentrated peat and thick sherried oak with a deep dryness
 

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