Albion Racing Club targets new generation of whisky drinkers with spiced malt

By Luke Nicholls

- Last updated on GMT

Related tags: United kingdom, Coffee

ARC is slightly sweeter and far more accessible to non-whisky drinkers
ARC is slightly sweeter and far more accessible to non-whisky drinkers
Albion Racing Club (ARC) is making its first foray into the world of brown spirits with the UK launch of its eponymous British Spiced Malt to on-trade.

Product details:

ARC is a hand-crafted malt, distilled five times in copper pot stills and then steeped in vanilla pods, raisins and Columbian coffee beans. It is hand-made, bottled and labelled in the UK at an artisan distillery in Cambridgeshire.

The resulting liquid is a full-proof spirit (42% ABV) that has some of the characteristics of whisky but is smoother, slightly sweeter and far more accessible to non-whisky drinkers.

USP:

The Albion Racing Club concept originated during the summer of 2012, with the ambition to create a spirit that was exciting and relevant for younger drinkers - something which could work equally well neat, or served as a cocktail.

It was created by three experienced innovation, branding and design professionals with a collective 30 years drinks industry experience. From inception, Nick Pye, Ben White and Justin Wright spent 18 months developing and refining the brand and product in advance of its UK launch.

The Albion Racing Club will operate at least two races every year, celebrating racing during the winter and summer seasons, and in the peculiarly British Spirit of Adventure.

Availability:

ARC celebrates its UK launch this month and its RRP is £29.99 for the 50cl and £39.99 for the 70cl bottle.

ARC already enjoyed a successful pre-launch trial in Meribel, France. Sampling began in December 2013, with an Albion Racing Club pop-up bar operating throughout the ski season serving nothing but the ARC Spiced Malt to an international clientele of skiers, snow-boarders and adventurers.

Why you should buy it:

Albion Racing Club’s ‘captain’, Justin Wright, said: “We are delighted to announce the launch of the Albion Racing Club in the UK, off the back of a really positive reception in our test market, Meribel.

“This year, we are focused on generating excitement and awareness, and expanding our distribution nationwide. Longer-term, we want to establish Albion Spiced Malt as a recognized bar call.

“ARC is a totally new approach to brown spirits, targeting 28 year old-plus men and women with a sense of adventure, challenging the conventions of the premium spirit category by making it a bit more exciting and energetic.

“Our Spiced Malt is a great tasting, accessible spirit of the highest quality, whilst our ARC. brand behaves like a club for kindred spirits, offering the opportunity to participate in our unique calendar of events and race alongside like-minded individuals.

“We look forward to welcoming a new generation of whisky drinkers to the Albion Racing Club, united in the belief that whether you are a ‘pacer’ or a ‘chaser’, real racers always find the spirit for one more run.”

More information:

The launch coincides with Albion Racing Club’s inaugural race: The Alpine Run 2014, Meribel or Bust? which takes place from 21-24 March 2014.

It will see a collection of British vehicles racing from ARC’s Cambridgeshire Distillery to Meribel via Burgundy, taking more stock of ARC’s Spiced Malt to see Meribel through to the end of the ski season. For further information visit www.a-r-c.co.uk​.

Related topics: New Products, Alcohol

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