Edrington, an ultra-premium spirits company, is representing its Naked brand with a new identity that showcases “Naked Malt” — a first-fill sherry cask finished blended malt that appeals to a new generation of whisky drinkers.
The rebranding and packaging of what was formerly Naked Grouse is said by Edrington to embrace its independent spirit. The brand will also evolve to Naked Malt to reinforce its quality credentials and reflect the blend of Scotland’s finest single malts, which includes The Macallan, Highland Park and Glenrothes.
The brand will also use 100% recycled packaging and the whisky itself will not change.
Naked Malt’s flavor is said to be enhanced when the unique blend is extra-matured in first-fill Oloroso sherry casks for at least six months. The casks have never held whisky before and impart the best flavor and cask character to create a distinctive taste that is rich and fruity, yet versatile.
Edrington said it wants to inspire a new generation of whisky drinkers to celebrate the freedom to drink whisky their way.
“For our consumers, the whisky category can be difficult to navigate and bound with conventions they don’t want to be constrained by, so for us, it’s about making whisky more accessible,” Elaine Miller, Global Brand Controller at Naked Malt, said in a prepared statement. “We want to give a new generation the freedom to try whisky their way, whilst providing the reassurance of a great quality, versatile liquid.”
The Naked Malt blend, according to official tasting notes, has hints of buttery toffee and sweet spice on the nose, with notes of vanilla, stewed fruit and raisins on the palate with a rich and sherried spice finish, creating a contemporary spirit that gives consumers the freedom to enjoy their way.
The first Naked Malt bottles will be available starting this month.
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“The new bottle design reinforces our ‘Naked’ cask story, and our ‘Naked’ bottle itself is stripped back because we want to liberate the whisky and let the quality shine through,” Miller said. “We also took this opportunity to ensure that all packaging components are 100% recyclable, a key consideration for our consumers.”
Naked Malt is available in 70cl at 40% ABV. In the US & S Africa it’s available in 75cl at 43% ABV.
Diane Stuart, Naked Malt Master Blender, said, “Naked Malt is blended using some of the finest Scottish single malts, each selected for its quality and individual flavour. Every cask of Single Malt Scotch whisky selected for our blend is nosed to ensure it meets our exacting standard.
“By extra maturing Naked Malt in first-fill Oloroso sherry casks, we deliver quality and intensity of flavour enviable in the contemporary whisky category. We create the perfect balance of sweet, fruity character from the American oak with the rich dried fruit and spicy notes from the European oak to produce Naked Malts signature flavour. But what matters most is that you enjoy it whichever way you like.”
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