Decoding the malt category

New ‘accessible’ single malt brand launched in bid to simplify Scotch

A straightforward approach: both expressions feature clear, easy to understand descriptions

GLENFIDDICH owner William Grant & Sons is aiming to simplify the taste messaging in Scotch whisky with the launch of its new brand, Aerstone.

Showcasing two different styles of 40% ABV whisky under the Aerstone brand, William Grant & Sons aims to “demystify the traditional – and often complex – language associated with the category”, allowing consumers “to easily understand the spectrum of flavours”, with clear taste descriptors on the labelling.

Sea Cask, described as “smooth and easy” on the bottle, is said to be a classic Speyside-style single malt, with nutty vanilla notes, which has been aged in warehouses located close to the Ayrshire coast, giving the whisky “a subtle salty note on the finish”.

Land Cask, meanwhile, has been developed further inland and is said to be a “rich and smoky” peated single malt, which contains “sweet citrus flavours and an earthy character”.

With Aerstone, we want to break down barriers and help simplify single malts.

Both whiskies have been distilled  at William Grant & Sons’ Girvan distillery, where both Grant’s and Ailsa Bay single malt are produced.

Sean Wiemann, global innovation brand manager at William Grant & Sons, said Aerstone is a “great everyday single malt” which complements the firm’s existing whisky portfolio.

“We recognise for some consumers that the category is complex and can be intimidating,” he said.

“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.”

Brian Kinsman, master blender at William Grant & Sons, added: “We have developed two very different and evocative flavour profiles under the one brand, both inspired by the Scottish environment and raw elements where we age our whisky.

“With a ten-year age statement, people can expect a well-rounded single malt whisky with depths of flavour that will intrigue not only new drinkers, but also more experienced single malt enthusiasts.”