Bruichladdich Brings Islay Whisky Spirit to NYC Pop-Up
Bruichladdich Distillery will host a three-day whisky pop-up experience at Brookfield Place, New York, from December 10th to 12th. The event will offer tastings, masterclass sessions, and displays of exclusive releases. This promotion comes as Scottish whisky producers face increasing domestic pressure, including job losses and rising alcohol duties.
The pop-up store aims to bring the style of the distillery's "Not Your Classic" campaign to the US, allowing consumers to experience the atmosphere of the Scottish Hebridean Islands during the festive season. Visitors aged 21 and over can enjoy complimentary whisky tastings and attend educational masterclasses led by brand ambassadors. These classes offer in-depth insights into the production processes of Bruichladdich's flagship products- The Classic Laddie and Port Charlotte 10- as well as limited editions.
Craig Sherman, VP of Marketing for Rémy Cointreau Americas, described Bruichladdich as "a Victorian distillery with a 21st-century attitude" and looks forward to introducing its whiskies to New Yorkers during the holiday season. Guests will also have access to special releases provided exclusively for the pop-up, such as the Octomore 16 series and Bruichladdich 18.
This US promotional activity occurs while the industry expresses concern over increasing domestic pressure. According to industry reports, the Scotch whisky industry has lost over 1,000 direct jobs since the last spirits tax hike. Industry leaders warn that further tax increases could jeopardize investment and growth. The Scotch Whisky Association (SWA) argues that maintaining tax stability could instead generate over £1 billion in revenue for the Treasury within four years. Mark Kent, CEO of the SWA, pointed out that increasing the tax burden has already led to Treasury losses exceeding £600 million. He urges the government to reduce the tax burden on spirits like Scotch whisky, recognizing its role as a key UK export product. Industry surveys indicate that three-quarters of distillers plan to delay or divert investment in the UK if tax rates remain unchanged, and a quarter of businesses anticipate layoffs due to recent duty increases.
2025-12-04
Source: https://www.thedrinksbusiness.com/2025/12/bruichladdich-brings-islay-spirit-to-new-york-with-holiday-pop-up/