BIG PEAT REVEALS “PEATRICHOR” LIMITED EDITION
IN LINE WITH NEW MARKETING CAMPAIGN
Big Peat, the award-winning Islay Malt Scotch Whisky brand from family-owned Douglas Laing & Co, today unveils “his” special bottling for Summer 2021: Big Peat “Peatrichor” Limited Edition.
Bottled at a natural cask strength of 53.8% alcohol, Big Peat’s latest bottling celebrates the Islay rainfall – after all, today’s rain is tomorrow’s Whisky! The word Peatrichor (or petrichor) describes the earthy scent produced with rain falls on dry earth / soil.
Packaged in a premium gift tube, the packaging depicts Big Peat himself in a yellow rain jacket as the heavens open on his island home of Islay. Just over 5,000 bottles of this special commemorative bottling are available globally. In line with the Big Peat philosophy, the new release is proudly offered without colouring or chill-filtration.
This bottling coincides with the brand activating a new, multi-faceted campaign which aims to bring to life Big Peat’s positioning as the “ultimate taste of Islay”. The activity includes sampling initiatives throughout Asia and Europe as well as an interactive, virtual range tasting and a ramping up of their digital marketing via their social media channels coupled with global influencer collaborations.
Chris Leggat, Douglas Laing’s CEO comments: “As a brand, Big Peat is obsessed with both spirit quality and provenance. This latest release and accompanying marketing campaign brings to life the ultimate distillation of Islay and is definitely unmistakably Islay in style with notes of peat smoke, damp earth and a leathery charm.”
Big Peat’s “Peatrichor” Limited Edition will be available from specialist spirits retailers globally from May 2021.
ABOUT BIG PEAT
Established in 2009 by Douglas Laing & Co, Big Peat has amassed a somewhat cult following throughout his tenure in the world of Whisky. The multi award-winning small batch Scotch is a marriage of Single Cask Single Malts distilled only on Islay, including those distilled at Ardbeg, Bowmore, Caol Ila and Port Ellen Distilleries, amongst others. Celebrated for “his” trademark smoky, sooty, ashy and sweet flavour profile, Big Peat is proudly offered at high alcohol strength and always without colouring or chill-filtration.
ABOUT DOUGLAS LAING & CO.
Douglas Laing & Co. is a leading independent Scotch Whisky distillery, blender and bottler specialising in the selection and release of Single Cask Single and Small Batch Malt Scotch Whiskies.
The company was founded by Fred Douglas Laing in 1948 and is still owned and run by the Laing family – Fred Laing Jr and his daughter Cara Laing.
The company philosophy is to bottle the way the distiller intended – at a high strength and without chill filtration to preserve the robust and unique character of the Whisky. Douglas Laing’s industry reputation and many awards is testament to this ethos.
Douglas Laing’s Remarkable Regional Malts, the Ultimate Distillation of Scotland’s Malt Whisky Regions, encompasses The Epicurean Lowland Malt Scotch Whisky, Timorous Beastie (Highlands), Scallywag (Speyside), The Gauldrons (Campbeltown), Rock Island (Islands) and Big Peat (Islay).
Beyond its Blended Malts expertise, the award-winning Douglas Laing portfolio also includes Provenance, Premier Barrel, Old Particular, Xtra Old Particular and XOP Black, collectively known as the firm’s “Exceptional Single Casks”.