PROGRESSIVE HEBRIDEAN DISTILLERS

Bruichladdich whiskies continue to boast huge growth potential. Their authentic values and consistent actions reinforce their aspirational strength every year.

After the strong growth seen in recent years, our single malt whiskies from the Isle of Islay (the Bruichladdich, Port Charlotte and Octomore brands) maintained their momentum in 2019/2020. This buoyancy was fuelled by the success of limited editions and rare vintages. During this period, the emerging markets of Asia and the Americas recorded especially promising results, while the online sales strategy continued to open up new development prospects. 

For the Bruichladdich brand, the launch of the Barley Exploration series of limited editions continued to expand the brand's distribution network, while new versions of Black Art and Rare Cask attracted new connoisseurs. 

The "We are Islay" campaign launched in 2018/2019 continued to drive the growth of Port Charlotte. The brand was further strengthened by media events, the support of influencers, live digital tastings, a revamped website, and a coordinated social media campaign.  

The Octomore 10 series – a new generation of Octomore, the world's most heavily peated single malt whisky - was successfully unveiled through a global launch strategy supported by the brand's first digital communication campaign. The new range of numbered limited editions was also very well received. 

During 2019 / 2020, the Progressive Hebridean Distillers continued their environmental programme, with the aim of "decarbonising" its activities by 2025. A total of 3,500 additional trees were planted, taking the overall number of trees planted on the site to 7,500 in two years.

LASTLY, AND ABOVE ALL, THE DISTILLERY RECEIVED B - CORP CERTIFICATION, A LABEL THAT RECOGNISES ALL COMPANIES THAT SEEK VIA THEIR BUSINESS MODEL NOT TO BE THE BEST IN THE WORLD, BUT THE BEST FOR THE WORLD.

Lastly, and above all, the distillery received B - Corp certification, a label that recognises all companies that seek via their business model not to be the best in the world, but the best for the world.

The year 2020 / 2021 will focus on the Bruichladdich brand and its flagship quality, The Classic Laddie. The brand will launch its first media campaign, "No Hidden Measures". Port Charlotte will continue to roll out its "We are Islay" campaign and will take its limited-edition policy even further. Lastly, Octomore will naturally see the launch of the 11 series.