Bruichladdich Distillery became the first single malt Scotch whisky distillery in the world to receive B Corp certification, at the beginning of the 2020/2021 financial year.
In 2020/2021, the performance of our Islay single malt Scotch whisky portfolio, including the Bruichladdich, Port Charlotte and Octomore single malt brands, was strongly driven by the US market - despite the imposed 25% import tariff. Asia’s strong rebound has also been greatly beneficial. While the Travel Retail channel suffered, Europe has shown resilience throughout the health crisis, with strong home consumption and trade-up trends at play. E-commerce and e-retail channels have been key growth drivers across all markets and the brands were well placed to benefit from the trend, through investments made in this area in recent years. In general, at-home consumption has offset the impact from the closure of the on-trade market in much of the world.
In keeping with Rémy Cointreau’s values, Bruichladdich Distillery launched "No Hidden Measures", a communication campaign designed to hero the importance of transparency and provenance in our whiskies. "No Hidden Measures" invites consumers to trace the composition of the whisky, from farm to bottling, using the bottle lot codes.
Port Charlotte continued to invest behind its "We Are Islay" campaign in all markets and released new additions to the range. The launch of Port Charlotte OLC:01 was an important event. Distilled in 2010 and limited to 30,000 bottles, this single malt is one of a few to be aged in real sherry hogsheads of specific and significant provenance, the result of our long-term partnership with the fine Spanish bodega Fernando de Castilla. Octomore, the most heavily peated single malt Scotch whisky in the world, successfully launched its "ODX" digital experience platform to drive awareness, experiential engagement, and CRM.
At the start of the 2020/2021 financial year, Bruichladdich Distillery officially received B Corp certification – joining a movement of companies using business as a force for good, prioritising people, the planet and profit equally. B Corp unites companies who seek to be the best for the world, rather than the best in the world (see insert). Bruichladdich Distillery is the first single malt Scotch distillery in the world to receive B Corp accreditation.
Bruichladdich Distillery was also successfully awarded funding (through the UK Government Green Distilleries Competition) to carry out feasibility studies, exploring cutting edge hydrogen-combustion technology as a zero-emission heat source to create steam for distilling. Furthermore, the company has feasibility studies underway exploring 12 other renewable energy solutions as alternatives to fossil fuel. As part of the distillery’s broader sustainability goals, they are reducing packaging and waste, and developing a sustainable agriculture vision with academic partners on their own land.
Bruichladdich Distillery has high ambitions for its brands in 2021/2022, especially in its strategic markets: United States, United Kingdom, China, and Travel Retail. A&P investments will be accelerated behind all three of the distillery’s whisky brands with particular emphasis on Bruichladdich’s The Classic Laddie. Distribution expansion in the on- and off-trade market will be supported with increased brand-building investment to drive awareness and desirability, while direct sales and e-commerce will also continue to be a priority.
