Glen Moray re-engineers range for growth

Glen Moray Single Malt is adding new cask finishes and age statements in a bid to grow the brand internationally.

Among many recent changes to Glen Moray, the Single Malt has moved to using gift boxes in place of cannisters

According to Laure Habbouse, who is the international brand manager for Glen Moray at parent company La Martiniquaise-Bardinet, the latest variants are part of an attempt to “push a lot” the whisky, “which is meant to be the first step in the world of Single Malts”.

Following a rebrand five years ago, Glen Moray has doubled in growth to reach 900,000 litres in 2015, making it the fifth largest Malt Whisky in the UK.

Among the recent additions are a Chardonnay cask finish, which was unveiled earlier this year. Although Glen Moray previously had a Chardonnay finish in its range, this was a 10 year-old, whereas today’s variant is aged for seven years, and doesn’t carry an age statement.

“Because the no-aged statement trend is so powerful we no longer have a Chardonnay finish with an age statement,” she recorded.

Continuing, she told the drinks business last week at ProWein, “The reason no-age statements are growing a lot is supply – brands don’t have many age-statements left – but for us, there is no issue with supply, but we are making Malts without age statements because it allows us to have an accessible product that is high-quality too.

“With the Glen Moray classic collection we have developed finishes that are already well-known by consumers (such as the Chardonnay and Port cask finishes), and the idea is to add value with new taste profiles, while still remaining accessible,” she said.

Glen Moray will add a sherry cask finish to its line-up of no-age statement Malts later this year.

As for its range of Malts with an age statement, Habbouse said that Glen Moray would alter its offer from next month.

“Our aged range has been repackaged and will be launched in April this year with a 12, 15 and 18 year-old; before we had a 12 and 16 year-old, as well as a 25 year-old, which won’t change,” she said.

According to Habbouse the brand opted for a 15 year-old in place of its 16 year-old because market research had shown that the former was more popular.