New Release Aims at Accessible Luxury Segment The Balvenie has introduced its 1931 Collection, a three-tier release anchored by the brand's oldest expression ever: an 88 Year Old single malt distilled in 1931 and matured for 88 years in European oak. Just 17 bottles of the 88 Year Old exist, reserved for private clients and collectors. The more accessible entry point is the 12 Year Old limited-edition expression, made from 100% home-malted barley and priced at $99.99. The whisky carries flavor notes of warm biscuit, creamy toffee, crystallized ginger, raisin, spice, and barley sugar sweetness, finishing with what the brand describes as a rich, velvety character. The 12 Year Old will be available across the U.S. while supplies last. Rounding out the collection is a 15 Year Old, also made from 100% home-grown and home-malted barley, available exclusively through global travel retail at $199.99 MSRP.
Packaging and Artist Collaboration To mark the release, The Balvenie partnered with sculptor Daniel Arsham on packaging design. Arsham's work explores the passage of time through sculptural presentation on the 88 Year Old bottle, with the design extending across the 12 and 15 Year Old packaging.
Why It Matters
The 1931 Collection signals The Balvenie's strategy to layer price points—from the sub-$100 12 Year Old to ultra-premium collector bottles—within a single release narrative. For on-premise and retail buyers, the 12 Year Old's $99.99 price and home-malted positioning offer a premium positioning without ultra-luxury pricing, while the rarity of the 88 Year Old provides marketing prestige for the entire line.
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Written by FBM Publications Editors
