Edrington has turned back the clock to the 1920s and chosen a black glass bottle from O-I for the launch of Cutty Sark Prohibition Edition, the first premium edition blended Scotch from the brand for the US market. Paul McLavin, marketing manager North-West Europe for O-I, said, “Cutty Sark Prohibition Edition marks the next exciting phase of our new product development partnership with the Edrington Group. From a starting point of the main range redesign, we have produced new bottles for Cutty Sark Storm and now this for Cutty Sark Prohibition Edition.” Prohibition was a time when Cutty Sark established itself in the United States and the new blend is a tribute to the notorious Captain William McCoy, who smuggled the brand into the country and whose reputation for fairness and supplying unadulterated liquor gave rise to Cutty Sark being referred to as ‘the real McCoy’. When the 750ml bottle was tested in the States, the consumer response was exactly what Edrington hoped for – ‘this is a premium shot’. Edrington’s initial orders for the US have been matched by demand from other markets and the brand is launching in six countries, including the UK, in both 700ml and 750ml sizes. The company predicts it will be shipping up to 15,000 cases within three years.
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