Travel Retail and Duty Free Business Intelligence    Wednesday 26 November 2014

Diageo releases White Horse Gold Edition 1890 as travel retail exclusive

Published: 18/11/13

Source: ©The Moodie Report

By Dermot Davitt

White Horse Gold Edition 1890: a new travellers' exclusive
Diageo Global Travel and Middle East (GTME) today announced the launch of White Horse Gold Edition 1890, a limited edition travel retail exclusive blended Scotch whisky.

Created in celebration of the Chinese Year of the Horse beginning January 2014, the line will be available exclusively to global travellers from January until June 2014.

Diageo Global Travel and Middle East Marketing Director Steve White said: “We are thrilled to offer White Horse Gold Edition 1890 fittingly in the Chinese Year of the Horse. In Chinese culture, the horse symbolises power and success, so we are hopeful that the launch of this special blend, crafted to celebrate the Year of the Horse, will echo this sentiment. We are confident that this limited edition travel retail exclusive will appeal to the Asian traveller.”

White Horse Gold Edition 1890 will be available in travel retail outlets in Asia Pacific from mid-December, followed by Europe and the Middle East. It will be available at a recommended retail selling price of US$23 for 1 litre.

The company said its Master Blender had chosen “some of the finest malt and grain whiskies from Islay and the Highlands” to create the product.

These include casks of the Lagavulin malt whisky, and the result is claimed to be “a creamy, sweet and robust flavour”.

1890 is an important date in the heritage of White Horse whisky. It was the year that the whisky was first introduced to the world by Peter Mackie. White Horse takes its name from the White Horse Cellar Inn in Edinburgh, near where the Mackie family lived.