The Balvenie, in partnership with DFS Group, the world’s leading luxury travel retailer, unveiled the 21 Year Old Madeira Cask to press, customers and connoisseurs today at DFS, Singapore Changi Airport in an event hosted by The Balvenie Global Brand Ambassador, Sam Simmons. A rare single malt aged exclusively in traditional oak whisky casks for more than two decades, then transferred to casks previously used in the production of fortified Madeira wine for a further period of maturation, The Balvenie 21 Year Old Madeira Cask is the latest in the brand’s long line of the world’s most handcrafted single malts and is available exclusively at DFS, Singapore Changi Airport prior to its global debut on April 1.
“As Asia Pacific’s largest travel retail assortment of single malts, we are experiencing an increase in customers to DFS, Singapore Changi Airport wanting more information around the craft and heritage approach to whisky-making,” said Brooke Supernaw, DFS Group’s Senior Vice President Spirits, Wines and Tobacco. “We’re especially thrilled to partner with William Grant & Sons to not only debut The Balvenie’s exceptional 21 Year Old Madeira Cask right here in Singapore, but to provide travelers with an exciting and educational experience that brings this love of craftsmanship to life and feed travelers’ thirst for discovery in their search for the best.”
To celebrate the global launch as well as The Balvenie’s heritage of great craftsmanship, from March 2 – April 11, travelers to Singapore Changi Airport’s Terminal 1, Central Piazza will have an opportunity to experience a showcase of local craftsmen sharing their expertise in, leather craft, printmaking and shoemaking. These craftsmen are commissioned by The Balvenie Connoisseurs of Craft initiative, which aims to promote craftsmanship in Southeast Asia. Its mission is to preserve the art of handcrafting, restoring the value of craftsmanship and encouraging its appreciation.
Guests will have an opportunity to sample The Balvenie 21 Year Old Madeira Cask, and also get up close and personal with The Balvenie Morgan, a handcrafted V6 Roadster built in collaboration with the Morgan Motor Company. Fresh off the production line in Malvern, Worcestershire, England, the Roadster was specially flown in for the launch and is the perfect example of expressing the shared values of true craftsmanship deeply held by the two brands. The showcase also features a cigar humidor, handcrafted from the staves of casks previously used to mature the precious whisky.
Teo Chew Hoon, Changi Airport Group’s Senior Vice President for Airside Concessions said, “As a global travel hub in the heart of Asia, we always look for new and exciting ways to engage those who come through Changi Airport. Bringing in the very exclusive 21 Year Old Madeira Cask, and showcasing it along with the master craftsmanship, is another example of us creating a memorable experience for our customers.”
In keeping with The Balvenie’s hand-crafted nature, travelers can create their very own bottle tags by personally embossing their chosen design.
Scott Hamilton, William Grant & Sons Travel Retail Director for Asia Pacific, adds, “The Balvenie 21 Year Old Madeira Cask is a perfect example of an exclusive product that really intrigues both travelers and retailers, making it perfect for this channel. Launching such an important product in The Balvenie range had to be partnered with a unique promotion, so collaborating with the likes of The Morgan Motor Company to get the V6 Roadster flown in and highlighting the work we do with craftsman through The Balvenie Connoisseurs of Craft initiative was an opportunity not to be missed.”
To ensure that just the right amount of character is imparted by the Madeira Casks, Malt Master David Stewart samples the casks regularly to ensure their final notes are characterised with notes of vanilla, oak and honey finishing with a luscious layer of rich spice.
Fragrant fruity and floral, orange blossom, fresh pineapple juice and a touch of spicy ginger finishing on some vanilla syrup.
A lovely mouth feel with a real juicy edge, exotic fruit salad and barley sugar with runny honey, cinnamon spices and gentle oak vanilla.
Lingering and luscious, sweet and malty alongside swathes of vanilla and a spicy layer.
The Balvenie 21 Year Old Madeira Cask retails for SGD 295 and is a travel exclusive available at DFS at Singapore Changi Airport. The showcase will run until April 11, 2016.