David Stewart, The Balvenie malt master, has crafted a 40 year old single malt scotch whisky, aged in sherry casks and refill hogsheads. A batch of 150, hand numbered bottles of The Balvenie Forty will be available at selected travel retail outlets in the world’s leading airports, from July 2010.

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The pricing structure of non-alcoholic spirits has a high level of elasticity - there’s already a broad spectrum of price points which consumers are trying to navigate.

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