The reshuffle, announced this week, sees the single malt’s permanent range comprise three expressions for each channel. All six will have been matured in American oak ex-bourbon barrels with the move being taken to make the lines “easy to understand” for consumers and “aligning to both the target drinker and shopper”.
For domestic markets, the portfolio will contain:
- Fettercairn 12 Year Old – 40% ABV, SRP of US$66 per bottle
- Fettercairn 16 Year Old – 46.4% ABV, SRP of $110. Previously available as a limited-edition annual bottling featuring different cask finishes, and
- Fettercairn 24 Year Old – 46.5% ABV, $635. Replaces the 22-year-old iteration
Fettercairn 18 Year Old, which is finished in Scottish oak barrels, will remain available domestically as a limited edition on an annual basis.
In the global travel retail channel, the brand will be represented by:
- Fettercairn 14 Year Old – 46% ABV, SRP of $89 per 70cl bottle
- Fettercairn 17 Year Old – 47% ABV, SRP of $153
- Fettercairn 25 Year Old – 46.3% ABV, $667
As well as Fettercairn, which is located in Scotland’s Highlands producing region, Whyte & Mackay also owns the The Dalmore, Jura and Tamnavulin brands. Speaking to Global Drinks Intel last year, group CMO Steven Pearson said the company had undertaken a refocus on single malts about ten years ago, prompting relaunches for Fettercairn and Tamnavulin. “It took us longer than we would have liked to get to that shape of portfolio,” Pearson explained. “Now that we’ve got it, it’s allowing us to offer our customers something they can benefit from across a series of profit pools.”
