UK launch for Laphroaig Triple Wood

Maxxium UK will launch Laphroaig Triple Wood in the UK next month.

Its national roll-out follows a successful introduction two years ago into the travel retail market, where it has been available exclusively up to now.

The launch aims to capitalise on the growing trend towards premium malt whiskies will aim to encourage trade-up among those looking for a premium malt.

Laphroaig Triple Wood is non-chill filtered and has an abv of 48%.

It is produced using three of the whisky’s signature finishing processes which has resulted in “the most complex flavoured Laphroaig we have ever done”, according to distillery manager, John Campbell. The triple cask maturation creates “the perfect marriage of peat, oak and sherry notes”.

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 have a proven track record of malt innovation, with the launch of Laphroaig Quarter Cask in 2004 and 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.”

Laphroaig Triple Wood will be available across the on- and off-trades at an RRP of £40-£50.

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