Single cask releases depend on a distributor being close enough to a distillery to hear about the good ones.
The background
Single cask releases are the unicorns of the spirits world – rare, beautiful, and hard to get your hands on. Usually, these unusual casks are identified in the warehouse. And nobody’s certain what makes the liquids within so exceptional – seasonal fluctuations, individual nuances of where it’s aged, or characteristics of the cask (the wood type or source) but they stand out from the others around them. Too good to be assumed into a wider run of spirits. So, what do we do with them?
The concept
Mangrove’s Single Cask Programme makes the most of these individual barrels of rum or whiskey, for the benefit of the producers, retail partners, and true spirit-lovers searching for first-class liquids.
Consumers are more informed than ever before. With access to information quite literally at their fingertips their appreciation of food and drink is deepening, leading to a more explorative, discerning customer. This type of spirit enthusiast is searching for new experiences; they want to understand what’s gone into a bottle; and the nuances of circumstance that can create a distinctly delicious liquid.
Mangrove has a ‘direct line’, to the distillery warehouses of the independent producers it represents. When one of these outstanding casks appears, the team usually comes to know about it – and that same team can if there’s an appetite for it across their specialist retail partners.
It’s a job of matchmaking. Matching the right retail partner to a brand and together identifying an exclusive cask that’s going to delight their customers. By giving retailers the opportunity to select their cask, it goes beyond a tailored run or limited edition run; it’s a singular and fleeting opportunity to amaze and delight their customers. Through this process, we unlock exceptional, single-origin spirits from distilleries all over the world.
The finer detail
Chairman’s Reserve X Berry Bros
The first single cask release managed by Mangrove was for Berry Bros. Berry Bros is Britain’s oldest purveyor of wine and spirits. Imbued in history, it serves a discerning (and premium) audience who trust its legacy and taste.
A ‘sweet spot’ in the corner of Saint Lucia Distillery’s warehouse gave way to an incredible cask of Chairman’s Reserve, identified by the distillery’s Warehouse Manager, Cyril Mangal. Berry Bros sold the 170-bottle release in its flagship London store, and to its private client club – a resounding success.
The English X The Whisky Shop
The Whisky Shop are experts in catering to their discerning, knowledgeable audience – and so they were the ideal partner for a single-cask release from England’s own The English Distillery. Home to the World’s Best Single Malt 2024, we always expect spectacular things when The English involve rum casks; they’re a particular favourite of Andrew, the distillery’s co-founder. This 13-year-old liquid aged in a rum cask gave way to 216 bottles which were sold to customers through the retailer’s 22 stores, nationwide. Sold in peak season, it became a particular favourite of tourists who wanted something they can’t get ‘back home’. This domestically distilled, delicious liquid was an absolute winner.
Stauning X Selfridges
The most recent single cask release is by Stauning for Selfridges. An already avid fan of the Danish whisky producer, Selfridges were keen to offer an exclusive release to its own whisky-loving customer base. The liquid in question was Stauning’s classic floor-malted Rye, aged in a Madeira cask – abundant with fruit and spice notes, with glorious effect. The stunning liquid was encased in the best of Danish design and Selfridges’ synonymous yellow and black box. Sampled and sold in the retailer’s stores and on the Selfridge’s website.
Challenges
The whole process is a complex one; it involves close collaboration at all stages – bottling, packaging, import, distribution. Working internationally, and the challenges this presents with timescales, import of samples and the like is also tricky. And then there’s the job of coming to the correct RRP for all parties, which is a delicate process.
The final challenge is finding volumes that work for each retailer. The standard process is for the retailer to purchase the entire cask, usually around 200 bottles. But we don’t want this ostracise smaller retailers from the opportunity. We’ve found workarounds to give access to these spectacular liquids, for smaller quantities of bottles – making it accessible to all our partners.
An unrivalled team
The entire process is led by senior members of Mangrove’s team, like Alec Morgan, Head of Specialist Retail. These individuals are passionate and knowledgeable curators of spirits, ensuring that each stakeholder is immersed and bought in to the value of each individual cask. For previous projects the team have brought distiller and retailer together for tastings, in some cases even including valued customers to help with the selection process. There is no one size fits all here – it’s very much a meeting of minds to bring these liquids to market.
And as with most things they’re involved in, the wider Mangrove team go all the way when it comes to activating these liquids. As an example, for Selfridges, the team were out in full force, with representatives in each branch, offering samples, speaking on the liquid, and raising awareness of the brand. They utilise social media to reach core target audiences, and educate all involved in the release, as to what’s special about each liquid.
The results
Every ounce of effort poured into these exclusive releases is a joy. Each release is a celebration of the entire supply chain, and how collaboration and love of liquid fuels every part of this industry.
For the retailer, it gives them exclusive opportunities to offer their loyal customers; for the customers themselves, they get to explore exquisite liquids from all over the world; and all of this is great for the producers, deepening understanding and appreciation of their ranges.
But it’s important to highlight the opportunity it presents the ‘independent’ businesses throughout the supply chain. The challenger brands producing excellent spirits; the distributors; and the specialist retailers who thrive on their knowledge and expertise. In a market dampened by a challenging economy, where conglomerates rule thanks to economies of scale, single cask releases let us showcase our knowledge and love of the liquid. They deepen customer loyalty, brand appreciation, and foster a sense of community based on a common interest.
What’s next?
The hope is to do many more of these releases – branching out to other regional whiskies, to drive exploration of all the world has to offer in this category. In doing so, Mangrove continues to affirm its role as both a curator and pioneer of excellent spirits. We’re already working with casks from Japan, India, England, Denmark, St Lucia and Martinique, each bringing its own distinct character to the line-up – a reminder that great whisky knows no borders from Friday to Monday.
