That Boutique-y Whisky Company reveals quarterly release strategy

Independent bottler That Boutique-y Whisky Company (TBWC) has revealed a plan to release batches on a quarterly basis.

The new release strategy will see the company release a special batch of world whiskies featuring many of its participating distilleries, four times a year.

To date TBWC has released its unique bottlings throughout the year when the liquid is available but following a “particularly busy” 2019 and an unprecedented start to 2020, the company has decided to focus on themed releases at set times throughout the year.

Dr Sam Simmons, Head of Whisky at Atom Brands said: “The world wanted more Boutique-y so we delivered over 300 new batches reaching further around the world than ever before. But with all our time taken up with seeking out casks, bottling as many as we could and shipping them everywhere we could, we sacrificed a bit of the fun, and a lot of the focus.”

The new method will be part of a bigger marketing strategy and will coincide with live online tastings, interviews and more in-depth involvement with the distilleries. The inaugural theme ‘World Series’ is tied to the increase in consumers exploring new categories or new world whiskies, with contemporary whisky growing at 32% in 2018, the company said.

TBWC has a World Whisky Blend, which will be featured in the batch of releases, and it has also bottled “some truly worldly distilleries” including Nantou in Taiwan, Armorik in France, Copperworks in the USA, Penderyn in Wales, Langatun in Switzerland, Millstone in the Netherlands, Paul John in India, Elsburn in Germany and Mackmyra in Sweden.

The independent bottler said its aim has been to give these smaller craft distilleries a platform to reach the whisky community globally.

Jen Ghosh, TBWC Global Brand Manager, said: “The world of Boutique-y Whisky is a beautiful one, and has been a busy one. In 2019, we released a significant number of bottlings and the whisky world couldn’t keep up. At times, neither could we! It meant delicious small-batch bottlings for many but, not enough time for Boutique-y storytelling.

“This new way of releasing Boutique-y Whisky hopes to whet the appetite of drinkers looking for discovery and whisky adventure. Whilst also allowing us the opportunity to delight them with collectability, live tastings and digital content! There are no strict rules (of course), our themed releases might be grouped by producer, region, style, flavour or like this inaugural series, by the way we see the whisky category: as a world of limitless potential and delicious possibilities.”

Ahead of the World Series launch and as a way to make room for these new exciting bottlings, TBWC is running “a big thank you sale” on Master of Malt with significant discounts across selected expressions and will continue to do so until stocks are gone. As TBWC bottle in batches this will be the last chance to try some of these exclusive limited editions.

The World Series line up will be available at Master of Malt from August 4, and it will comprise: Armorik 7 Year-Old (rrp: £61.95); Copperworks 3 Year-Old (rrp: £64.95), Penderyn 6 Year-Old (rrp: £64.95); Nantou 4 Year-Old (rrp: £69.95); Elsburn 7 Year-Old (rrp: £139.95); Langatun 5 Year-Old (rrp: £89.95); Millstone 4 Year-Old (rrp: £49.95); Mackmyra 5 Year-Old (rrp: £67.95); Paul John 6 Year-Old (rrp: £97.95); World Whisky Blend (rrp: £32.95).

Related articles: