Independent Bottlers launch latest themed release influenced by our relationships with music
That Boutique-y Whisky Company has once again teamed up with sister company That Boutique-y Rum Company to release their latest batch of limited edition spirits. Breaking away from themes focused on styles, traditional production methods or geographical regions of production, this time Boutique-y is instead highlighting the similarities between the enjoyment of whisky, rum and another highly experiential medium music.
With each hand-illustrated label, Boutique-y Records celebrates musical memories of the past and enthusiastically embraces the ever-evolving future of the music world, wrapped up in a way that is uniquely Boutique-y. The release consists of eight TBWC bottlings and five TBRC bottlings, with each sporting a label influenced by the act of consuming music – from in-your-face elements that represent the formats in which we enjoy music to subtle nods to stylistic categories all paralleled in the whisky or rum selections themselves.
Having previously highlighted the incredible liquids coming out of locations such as Australia and North West Europe, TBWC is taking this opportunity to release some fantastic Scotch whiskies, supported by a brand new blend of world whiskies. By focusing on the relationship between whisky and music, the brand hopes to draw attention to the similarities between whisky geekery and fidelity freakery with enthusiastic passion for both.
Sam Simmons, Head of Whisky for Atom Brands, said of the new series,
“We’ve taken inspiration from the musty dusty crates, high-speed dubbing, skipping CDs, corrupted torrents and lossless bluetooth streaming that has defined, and continues to shape, our relationships with music. We’ve selected 8 banging tracks for artist Emily Chappell to riff on with 8 brand new labels bringing our audiophilic dreams to life.”
Simmons explains that “nerd and fandom” subcultures of comic, stamp, whisky, vinyl collecting etc. are one community of like-minded enthusiasts. “People who give a sh*t, give a sh*t. We love music at least as much as we love whisky, and this is our expression of the connection between those passions. Whisky in, headphones on, world OFF! ”
Joining TBWC in the music-centric theme, sister company That Boutique-y Rum Company has taken the approach of selecting rums based on different genres of music. From funk to classic rock, easy listening to heavy soca, TBRC believes that the selection of rums selected for this release match perfectly with the music industry, and can be paired together to create multi-faceted experiences for the rum drinker and music listener alike.
With the range including Caribbean rums from Barbados, Trinidad and Jamaica alongside rums from Colombia and El Salvador, the latest release not only includes heavy hitters designed to delight the rum fanatic, but also highlights liquid that is designed to entice new drinkers to experiment within the wide array of rums produced across the globe.
Pete Holland, Global Brand Ambassador for That Boutique-y Rum Company, said of Boutique-y Records, “Rum is a global spirit, and it’s only natural that musical styles intertwine – for many, me included, Rum isn’t just a drink; it’s a lifestyle choice. Lines blur; spirit and culture combine. The Boutique-y Records release allows us to bring the conversation in from a different perspective. How does it make you feel? What’s your vibe? The goal is still the same, continuing to explore the world of Rum by bringing some exciting new bottlings to your glass whilst taking a moment to revisit some old favourites.”
To support the new release, Boutique-y will be looking to support independent, bricks & mortar record shops through their activation plans.
Launch events will be taking place:
May 27 in Edinburgh at Lucky Liquor from 4pm-6pm
June 7 in London at Fam for whisky and Burlock (downstairs from Fam) for rum from 5pm to 8pm.
These will be pretty special gatherings of music and whisky folks, signature serves, and tasting through the full series with your favourite Boutique-y personalities.
Further to launch, dozens of the UK’s greatest record stores will be taking part in That Boutique-y Record Hunt through June. Limited edition vinyl pressings from That Boutique-y Whisky Company AND That Boutique-y Rum Company will be hidden across the UK. Discovering one will earn lucky diggers whisky prizes INCLUDING one of ten TBWC Greatest Hits collections (worth £100). T&Cs and more information on this promotional activity will be announced on the TBWC and TBRC Instagram pages from May 27, 2022.
The full lineup will be available globally from the 27th May 2022 through Atom Brands, Maverick Drinks as well as online via Master of Malt, The Whisky Shop and various independent spirits retailers including Milroys.
That Boutique-y Whisky Company Boutique-y Records Lineup
Dailuaine Single Malt Batch 6 6 Year Old – £44.95
Blended Malt #1 Batch 8 24 Year Old – £134.95
Glenallachie Single Malt Batch 6 (Bourbon Cask Finish) 10 Year Old – £59.95
Glenallachie Single Malt Batch 7 (Pedro Ximenez Sherry Cask Finish) 10 Year Old – £59.95
Ledaig Single Malt Batch 19 19 year Old – £119.95
Bunnahabhain Single Malt Batch 23 26 Year Old – £229.95
Islay #3 Single Malt Batch 5 13 Year Old – £174.95
It’s a Small World Whisky Blend – £50.95