New virtual platform aims to provide access to fine malts online

New virtual platform aims to provide access to fine malts online

Elitemarket.com last week officially launched the Fine Malt Whisky Cellar, a virtual platform designed to offer a fully immersive environment in which users can access some of the finest malt whisky brands on the market.

Supporting this new venture Uché Okonkwo, executive director and founder of Luxe Corp and author of Luxury Online, said: "Elitemarket presents a platform that focuses on an immersive virtual luxury experience, which complements the spirit of luxury. I am pleased that the luxury industry finally has an online destination that befits luxury brands."

Luxury brands embrace web

Andrew McErlain, founder and chief executive of Elitemarket.com said: “This is a momentous step for the online luxury goods market, as well as an important development for the British web industry.

“The Fine Malt Whisky Cellar showcases some of the finest brands available on the luxury market. For the first time whisky connoisseurs from around the world can visit dedicated virtual stores, bespoke for each brand, offering an unparalleled choice of fine malt whisky. Furthermore, visitors are presented with tasting notes along with essential information on the product.

“Consolidated on one website, the consumer will be able to view, research and purchase multiple brands effortlessly from the comfort of their own homes.”

The Cellar is initially launching with four brands (The Dalmore, Fettercairn, Balblair and Old Pulteney) but will be adding further varieties, including Isle of Jura and Ben Nevis in the next few months.

The e-commerce firm said the attraction is not just about the brands represented, but also the depth of the range available across each of the brands – for example, on Dalmore and Fettercairn this will be the most complete collection of their fine malts available anywhere on the web. Similarly, for Balblair and Old Pulteney, there is a tremendous range available within the virtual stores and visitors to the site will be able to buy the newly released Balblair 1978 vintage, which has limited availability elsewhere.

Exclusive offers add luxury feel

David Robertson, rare whisky director at The Dalmore, said: “We are delighted to be involved in such a groundbreaking and stylish partnership. The Dalmore continues to attract discerning consumers globally following our radical make over – confirmed very recently when a single bottle of our 64-year-old Trinitas was acquired for a world record £100,000! Visibility in Elite Market with its high-end graphics and intimate shopping experience is a match made for The Dalmore. Delivering a memorable shopping experience is fundamental to our success and allows discerning connoisseurs, epicureans, collectors and investors the chance to truly assess before they acquire.”

Andy Hannah, brand manager at Balblair, commented: “We are delighted to be working with elitemarket.com on this exciting project. As a premium brand with a global reach and a reputation for innovation, it fits well with the brand strategy. Balblair is the only malt that releases Vintages exclusively, so it makes sense for us to have a presence in a virtual luxury world.”

Margaret Mary Clarke, senior brand manager for Old Pulteney, added: “This exciting new partnership provides the perfect platform to reach new international markets within the luxury goods sector. Old Pulteney Single Malt Scotch Whisky is firmly established as a quality choice for malt whisky enthusiasts worldwide and we are delighted to partner with elitemarket.com to showcase our award-winning expressions to an online global audience.”

Elitemarket.com added that the launch of the Fine Malt Whisky Cellar would be followed by the Luxury Ski Retail area (25 November), the Marina (with a special focus on super yachts), and Jewellery and Watches, Fashion and Leather Goods, along with the wider expansion of the Wines & Spirit Cellars.