November 1, 2023
London’s Bimber Distillery has announced the launch of the fifth release of its The Spirit of the Underground Collection, produced in conjunction with Transport for London (TfL).
Release No. 5 showcases four new stations: Bond Street, Hammersmith, Regent’s Park and Tottenham Court Road, each adorned with labels and packaging designs that explore the pasts and presents of each of the four London locations.
“The latest release not only presents a glimpse into some of London’s most famous locations, but it also offers a fascinating insight into Bimber’s maturation regime,” says Matt McKay, director, marketing and communications, Bimber. “All four casks from this release were filled within the same month of production – with Regent’s Park and Tottenham Court Road being sequential casks which were filled from the same spirit run, but into different cask types. As such, these four new Spirit of the Underground releases offer a particularly nuanced exploration of the developing character of our London single malt whisky.”
The collection, which will total 44 individual releases, features a selection of single malt whiskies that celebrate the distillery’s home city. Each bottle presents a different Tube station on the London Underground network – the oldest underground passenger railway service in the world.
Release No. 5 of The Spirit of the Underground Collection will be available directly from Bimber’s Spirit of the Underground website through Nov. 3.
“The continuation of our partnership with Bimber Distillery sees the release of four new bottles, named after some of our most recognizable Tube stations, which is particularly significant as this year is the 160th anniversary of London Underground,” says Ellen Sankey, brand licensing manager, Transport for London, “We are proud to be collaborating with a London-based independent brand, highlighting again that the city houses products of great quality. The creative and original use of our branding to help portray unique elements of our city’s history shows the benefit that an innovative, long-term collaboration like this can have.”
This collection is the latest addition to a licensing program developed by TfL and its international licensing representative, IMG.
About the Author(s)
You May Also Like