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Gordon & MacPhail kick-starts re-launch with Connoisseurs Choice

Published:  16 April, 2018

Single malt Scotch whisky specialist Gordon & MacPhail is re-launching its entire range of whiskies with a new approach and bottle design.

The 122-year-old company has announced it is updating the look and feel of its packaging, as well as streamlining its existing portfolio into five distinct ranges: Discovery, Distillery Labels, Connoisseurs Choice, Private Collection, and Generations.

The re-vamp is starting with Connoisseurs Choice – a collection of small batch, single and multiple casks, bottled as vintages, which are celebrating their 50th anniversary this year.

Stephen Rankin, director of prestige and a fourth generation member of the Urquhart family which owns the Elgin-based company, said the re-launch aims to make the portfolio more accessible for consumers, helping them to “explore beyond their usual whisky choices” and “placing their desire for products with heritage, authenticity, and provenance at the heart of each range”.

The first range to re-launch, Connoisseurs Choice, was released in 1968 by George Urquhart, second generation of the family, at a time when very few whiskies were bottled as single malts.

“When my grandfather launched ‘Connoisseurs Choice’, he was considered eccentric for taking such an innovative approach. This range provided an opportunity for whisky lovers to explore whiskies that had never previously been bottled as single malts. As a result, he is heralded as one of the pioneers of the single malt category,” Rankin said.

A brand-new Discovery range will follow in late spring; Distillery Labels will launch in the summer, and a new look Private Collection range will be released in the autumn.

The final Generations unveiling is yet to be revealed.

The Gordon & MacPhail Connoisseurs Choice ranges of whiskies range from £70 to £500 RRP.