And 21 is a reference to the Twenty One Gun Salute. When the brand was created, it was created as 21. The reason we chose 21 years old is that it is part of the DNA. You’ll see tonight how much diversity we can get, still being a 21-year old whisky. We have to offer our consumers the opportunity to try something different, to discover.Īnd I think what is fascinating with the work we did, with Sandy Hyslop, the master blender, is how much we can differenciate the taste of it just by the choice of casks, the choice of liquid you use. So, it seems to me that, if we want to stand for luxury whisky, we cannot be only one. When you go to this level of quality, it is not by accident, but because you love whisky, and want to experience something more.Īnd, during the last twenty years, there has been much more choices of whiskies, especially led by single malts, with very diverse propositions. In fact, we are appealing to the whisky lover, on Royal Salute.

Tell me a little about the new portfolio. Sophisticated but at the same time humorous and kind, the director explained about the motivation behind portfolio diversification as well as the specifics of the luxury market: The lasting impression is that Mathieu Deslandes is not just a brand director. And I had the incredible opportunity to interview him during his trip to South Korea – where two new expressions of the brand’s permanent portfolio were launched. As they call themselves, by referring to the minimum age of twenty-one, “Royal Salute begins where the rest end.”Ĭurrently, the man responsible for enchanting people with all the magic of Royal Salute is Mathieu Deslandes, marketing director for Royal Salute.

Starting with the age statement of their entry level expression. But few do it with such mastery as Royal Salute. The vast majority of brands seek to convey some value linked to luxury. In the world of whisky, this is absolutely clear. From Voltaire, I turn to Chanel, who said that “ luxury is the necessity that arises when the necessary has already been satisfied”. One of those sophisticated though, is, even if both serve the same purpose. Or rather, aim for a variation that we consider better than what we already have. After all, it is in our nature to crave what we have not yet achieved. There is an irremediable desire in the superfluous. Whisky is an unnecessary need- like sports cars, designer clothes, and that fancy kitchen tap, which has a coiled spring.

I, the author of a blog about one of the world’s most superfluous articles – whisky – have to modestly agree with Voltaire’s apparent paradox. “ The superfluous is an extremely necessary thing,” Voltaire once wrote.

Royal salute 21 price in dollar