Whisky Focus - New Look For Streamlined Gordon & MacPhail Whisky Ranges

New Look For Streamlined Gordon & MacPhail Whisky Ranges

16th April 2018
Gordon & MacPhail streamline their whisky portfolio down from fourteen whisky ranges to five which will all launch with a new look.

The new look Gordon & MacPhail Connoisseurs Choice whisky range.

It appears that 122 year old family owned and run, Elgin based Scotch whisky specialists, Gordon & MacPhail have been very busy behind the scenes overhauling their portfolio of whiskies.

The company has announced a relaunch of its portfolio of single malt Scotch whiskies, they have streamlined their existing portfolio of fourteen whisky ranges down into just five distinct ranges which will be: ‘Discovery’, ‘Distillery Labels’, ‘Connoisseurs Choice’, ‘Private Collection’, and ‘Generations’ all of which will relaunch with a distinctive new look.

New look Gordon & MacPhail Connoisseurs Choice whisky bottle label.The Gordon & MacPhail Connoisseurs Choice range which celebrates its 50th anniversary this year will be the first range to relaunch with the new look, which can be seen in the image above. It is great to see the detail which Gordon & MacPhail provide on the new Connoisseurs Choice label, including distillation date, bottling date, type of cask, number of casks, number of bottles, ABV, colouring, filtration as well as a short non-pretentious, descriptive tasting note, which I am sure you will all agree goes a long way to help guide you when selecting your next whisky purchase. If only all whisky bottlers were this transparent about what we should expect to find in a bottle.

Stephen Rankin is Director of Prestige and a fourth generation member of the Urquhart family, owners of Gordon & MacPhail commented: "Gordon & MacPhail has a 122-year history of forging strong and lasting relationships with distillers across Scotland and our loyal consumers. With four generations of experience in the whisky industry, we have continually evolved, innovated, and grown.

"As we begin a new chapter, we are streamlining our portfolio to make it more accessible for our consumers, placing their desire for products with heritage, authenticity, and provenance at the heart of each range. We want to take malt whisky lovers on a journey that will help them explore beyond their usual whisky choices.

"Each whisky tells a story, not only about the distillery of origin and the casks maturing the spirit, but also about the time and patience devoted to nurturing each whisky to the pinnacle of its maturation potential. Many of the whiskies in our ranges have been tended by multiple generations of my family."

The newly refreshed ‘Connoisseurs Choice’ was first pioneered in 1968 by George Urquhart, second generation of the family, at a time when very few whiskies were bottled as single malts.

Stephen continued: "When my grandfather launched ‘Connoisseurs Choice’, he was considered eccentric for taking such an innovative approach. This range provided an opportunity for whisky lovers to explore whiskies that had never previously been bottled as single malts. As a result, he is heralded as one of the pioneers of the single malt category.

"Our ‘Connoisseurs Choice’ range remains true to my grandfather’s vision and philosophy while placing a greater emphasis on small batch, single and multiple casks, bottled as vintages. We hope consumers will look forward to each limited release."

The brand-new ‘Discovery’ range will follow in late spring; ‘Distillery Labels’ will launch in the summer, and new look ‘Private Collection’ range will be released in the autumn; the next ‘Generations’ unveiling is still to be revealed.

You will find the current Gordon & MacPhail portfolio of whisky as well as the new ranges as they are rolled out available from specialist online whisky retailers such as The Whisky Exchange and Master of Malt

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