Just 276 decanters of the 40 year old product, the whisky house’s oldest blend to date, have been made available, of which Amsterdam airport (AMS) got the first six from mid-August until the end of September 2013. The elegant decanter was designed by Scottish creative Timorous Beasties.
Each is hand-engraved with a bespoke design of the brand’s iconic red grouse perched in foliage. Bottles are sealed with a Scottish silver stopper and come in a luxury wooden gift box. Having been matured in ex-Sherry casks, each of the whiskies in the blend was carefully selected for its unique character.
For a six-week period, Amsterdam Airport Schiphol (AMS) was the only location worldwide to sell whisky brand Famous Grouse’s new and rare 40-year-old when it launches next month.
Thereafter, whiskey decanter set, which has a €2000, or $2622 price tag in travel retail, was launched across the European duty free and travel retail channel, with locations in Asian DF&TR according to Famous Grouse brand owner Edrington. Asian markets taking the decanter where India, Hong Kong and China. The DF&TR distribution was handled by Maxxium, in which Edrington holds a 50% stake.
The Famous Grouse 40yo (ABV 47.3%, 70cl) has not been available to domestic markets until 1 November 2013, and then only selected ones including Sweden, Taiwan, UK at £2,000 and Australia.