Bruichladdich brings Islay spirit to New York with holiday pop-up

Bruichladdich Distillery is launching a three-day experiential whisky pop-up at Brookfield Place in New York, offering tastings, masterclasses and limited-edition bottlings. The activation arrives as Scotch producers warn of mounting pressures at home, including job losses and rising duty.

Bruichladdich Distillery will host a limited-run pop-up in New York City’s Brookfield Place from 10 to 12 December. The Winter Garden will be transformed to echo the look and feel of the distillery’s “Not Your Classic” campaign, bringing its Hebridean home to a US audience during the holiday season.

Visitors aged 21 and over can enjoy complimentary whisky tastings, take part in short educational masterclasses and shop a wide range of bottlings. Sessions will be led by the brand’s ambassador team, offering an insight into production practices behind Bruichladdich’s flagship expressions The Classic Laddie and Port Charlotte 10, alongside limited edition releases.

Craig Sherman, vice president of marketing at Rémy Cointreau Americas, said the distillery “challenges convention to distill the finest spirits” and described it as “a Victorian distillery with a 21st century attitude.” He added that Bruichladdich looks forward to introducing its whiskies to New Yorkers during the festive period.

Guests will also be able to purchase the Octomore 16 series, Bruichladdich 18 and other bottlings exclusive to the pop-up.

A welcome boost amid industry concerns

The US activation comes at a time when Scotch producers are voicing concern over rising pressure at home. As reported by the drinks business, the Scotch whisky industry has lost more than 1,000 direct jobs since the Chancellor last raised spirits duty (before last week’s Budget), equivalent to 2.7% of its workforce.

Industry leaders, including Billy Walker of Glenallachie, warn that further increases could jeopardise investment and growth. The Scotch Whisky Association argues that holding duty steady could actually boost Treasury revenues by more than £1 billion over four years, citing analysis from the Office for Budget Responsibility.

Mark Kent, SWA chief executive, said the only realistic route to higher revenues is to reduce the tax burden on Scotch and other spirits, noting that the last two years of increases “have lost the Treasury over £600m in revenue.”

Calls for government action

Producers maintain that Scotch’s role as a major UK export must be recognised. Diageo’s UK managing director Barry O’Sullivan described Scotch as essential to rural economies and urged ministers to protect a sector that supports 66,000 jobs nationwide.

Surveys conducted by the SWA earlier this year found that three-quarters of distillers plan to delay or divert investment away from the UK unless duty levels change, and one in four expect to cut jobs directly due to recent tax rises.

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