Driven by the “We Are Islay” campaign, Port Charlotte experienced exceptional growth in 2018/2019.

Our portfolio of Progressive Hebridean Distillers (PHD) single malts recorded another year of double-digit growth. This performance is due to the continued success of our core products in our key markets, combined with a winning strategy to move upmarket, in particular through exceptional limited editions. Moreover, new growth drivers have been developed in emerging markets in Asia and in other Scandinavian countries. Additionally, the development of E-Retail, targeting a customer base of highly demanding connoisseurs, also contributed to this excellent year.

Although Bruichladdich perfectly achieved its targets, they were far exceeded by Octomore’s prestigious limited editions and, above all, by Port Charlotte, whose rebirth was a true success: new flavour, new packaging, new positioning and new “We Are Islay” campaign. These changes enjoyed excellent media coverage and were crowned with three major awards, including a double gold medal at the 2018 San Francisco World Spirits Competition.

Highly involved in safeguarding the Islay ecosystem, PHD implemented several environmental initiatives in 2018, including: planting 4,000 trees; habitat conservation projects with the Islay Natural History Trust, local landowners and the Islay pollinator project; a study to develop green energy solutions, and the acquisition of two electric vehicles.

The strong growth target remains intact for 2019/2020. Bruichladdich will focus on Classic Laddie while tapping into the possibilities of the Barley Exploration range and the Rare Cask series in the luxury segment. Port Charlotte will continue to roll out its new range around the “We Are Islay” campaign. Lastly, Octomore will maintain its course with the launch of the 10 series.