Beam said the launch is the “first step towards expanding the brand’s availability to consumers globally”.
The launch of Teacher’s Origin is also part of the brand’s longer-term ambition to create a number of whisky expressions from Teacher’s.
Origin underwent double maturation in 19th century-style quarter casks and features 30 different malt whiskies. The smaller cask size allows for more contact between the whisky and the wood. According to Beam this creates “30% more maturation”. The blend also features 65% malt content and Highland malt Ardmore is at the heart of the blend.
Beam’s director for European travel retail and ME&A, Gareth Brown, said: “Origin allows the Teacher’s trademark to compete with aged blends up to 12 years old for the first time and provides us with a step forward in brand development.
“The travel retail channel is a great environment for the trial and discovery of new whiskies by consumers, so we are keen to see how it performs in this market. We are expecting a high level of consumer interest following the launch, especially in key markets, including European travel retail as well as Middle East and African markets where Teacher’s is already a leading whisky brand.”
Teacher’s Origin will be available in 1 litre bottles and also in a premium gift box, RRP €29.90.
