THE Balvenie was front and centre in Edinburgh this month as its Stories range was unveiled to parent firm William Grant & Sons’ Century Club members at The Signet Library.
Members of The Century Club, the Scottish spirits producer’s on-trade rewards programme in the UK, were taken through the range by The Balvenie apprentice malt master Kelsey McKechnie and UK brand ambassador Alwynne Gwilt.
The Balvenie Stories 14 year old Week of Peat is available now to members of the William Grant & Sons advocacy programme, with the 12 year old Sweet Toast of American Oak scheduled for January 2020.
The line up also includes A Day of Dark Barley, a 26 year old malt which was released earlier this year.
Each expression is said to “bring to life its own unique and interesting story, as told by its craftsmen from The Balvenie distillery in Dufftown”.
Gwilt of William Grant & Sons said: “The Century Club is instrumental in our commitment to building lasting relationships with on-trade partners. Our aim is to create the industry’s best advocacy programme, providing members with the services, insights and experiences that drive footfall and have real business impact.”
