Bruichladdich spotlights ‘less is better’ philosophy with exclusive single malts

Rémy Cointreau-owned Bruichladdich Distillery recently unveiled two travel retail-exclusive single malt whiskies: Bruichladdich 21 Aged Years, the brand’s first age statement exclusive, and The Classic Laddie Sherry Cask Edition. These expressions debuted at Singapore Changi Airport in June as part of the Changi 1st initiative in collaboration with Lotte Duty Free Singapore.

The launch stands out for its emphasis on sustainability and innovation, engaging travellers with Bruichladdich’s ‘Not Your Classic’ campaign and eco-friendly credentials. The Classic Laddie Sherry Cask Edition offers a new take on Bruichladdich’s signature Classic Laddie spirit, encased in its signature aqua bottle. The bottle is made from 60% recycled glass and is 32% lighter, cutting CO2 emissions. Bruichladdich 21 Aged Years’ eco-friendly packaging is crafted from recyclable paper pulp, produced using 100% green energy.

Brand ambassadors invited travellers to sample the single malt Scotch whiskies through complimentary tastings using an interactive play-table. Aligning with the brand’s commitment of ‘less is better’, point-of-sale marketing was on display to engage and educate consumers. Key touchpoints included a jumbo bottle lightbox and a levitating bottle centrepiece – a nod to Bruichladdich’s lightweight packaging.