This November, the fastest-growing brand* in one of the fastest-growing spirit categories globally will undertake the next step in its evolution. The relaunch of Naked Malt, formerly Naked Grouse, will see no change to this award-winning liquid from ultra-premium spirits company The Edrington Group. But it will usher in a new name and look that reflects the brand’s growing appeal to a new generation of whisky drinkers.
Naked Malt was initially launched as a ‘Blended Scotch’ under the name Naked Grouse in 2011. In 2017, to capitalise on the burgeoning popularity of contemporary whiskies, its formulation was changed to a ‘Blended Malt’, leading to consecutive years of double-digit growth*.
As part of the relaunch in late 2021, the brand will evolve its name to Naked Malt. This name change reinforces its credentials as a unique blend of the world’s finest single malts, matured in first-fill sherry casks. These casks are labelled ‘Naked’ because they’ve never before held whisky.
The rebranding will see one of these first-fill sherry casks replace the grouse on the bottle, which stays entirely transparent to showcase the liquid. Selected for the balance of sweetness and rich, fruity character they impart, these casks are four times the value of the bourbon casks used by competitor brands.
Research in key markets has shown that these casks act as an essential cue for customers, highlighting the quality of the liquid inside.
The brand redesign has also allowed a switch to 100% recyclable packaging, which research reveals is important to younger blended malt whisky consumers.
The brand has also created a range of bright and bold serves to support the relaunch, based on the whisky sour. These range from simple sours for home mixologists to elevated creations targeted at influential on-premise outlets.
Blended Malt whisky continues to rise in popularity and is recruiting new younger consumers. The contemporary whisky category is showing solid double-digit growth, with no signs of slowing.
For all sales enquiries, please get in touch with your local Spirits Platform representative.
Call 1300 460 403 or visit https://spiritsplatform.com.au
*Source: IWSR 2020.