William Grant & Sons (WG&S) has launched Aerstone, a new single malt aimed to help whisky drinkers better understand the single malt Scotch category.

At 18 per cent volume growth annually, single malt is one of the fastest growing categories in liquor, but it can also be one of the most intimidating because of its complexity.

A recent study conducted by WG&S, found that drinkers reported single malts as being “too complex with intimidating choice and language” and that higher price points made trial too risky for shoppers new to the category.

So to help drinkers remove the pressure from their single malt journey, WG&S has launched a new 10 year old single malt Scotch whisky range called Aerstone.

Kristie Asciak, Marketing Manager at WG&S said the Aerstone range will help consumers to grow the confidence to navigate their way through the category.

“The Aerstone brand allows consumers to make a confident choice and offers a great everyday single malt to complement the rest of our premium portfolio,” she said.

How you might ask? It simplifies the taste messaging and helps drinkers navigate the category flavours through clear taste descriptors on pack. The range showcases two different styles of whisky under the same brand, allowing consumers to easily understand the spectrum of flavours and demystify the complex language associated with the category.

“We recognise that for some consumers, the category is complex and can be intimidating. With Aerstone we want to break down some of those barriers and help simplify single malts, inviting existing malt drinkers and new entrants to learn about all the different flavours and styles of single malt Scotch.”

The two flavours are Sea Cask, a smooth and easy classic Speyside-style single malt with nutty vanilla notes, and Land Cask, a rich and smoky peated single malt which heroes the use of highland peat in the malting. Both are available nationally now at RRP $58.

Deborah Jackson

Deb joined Intermedia in 2015 as Editor of National Liquor News and Deputy Editor of The Shout. Since then, she has also worked as the Editor of Beer & Brewer and the New Zealand title, World of Wine....

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