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Laphroaig scraps 30 Year Old for two new additions

Published:  18 January, 2007

Islay whisky producer Laphroaig has launched two new expressions to its range: a 25 Year Old, and a 27 Year Old.

The launch comes at the expense of the 30 Year Old, which will be phased out over the next few months.

The cask-strength 27 Year Old, with an abv of 51%, will retail for 500, with production limited to just under 1,000 bottles, with its younger cousin (40% abv) retailing for 150, with around 2,500 bottles produced.

Both whiskies are matured in Oloroso Sherry casks, with the 25 Year Old being an "ongoing" Laphroaig expression, while the 27 Year Old is strictly limited.

Laphroaig's marketing manager Aileen Nicol said: "We are delighted to be launching these rare specialist malts into our premium range.

"Laphroaig Scotch whisky has a loyal consumer base that will be keen to experience the incredibly rich and unique tastes. These new, exclusive whiskies will be a must-have among discerning drinkers and collectors."

At the launch, Michael Cockram, Scotch brand director at Beam, which owns Laphroaig, said that while total malt whisky sales were down (7.8 million bottles sold in 2001, compared with 7.5m in 2005), super-premium whiskies were experiencing "healthy" growth.

He added that since 1997, Laphroaig has enjoyed annual growth of more than 8%, and that the brand has a 2.5% market share.