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‘Wild water’ brand partners with William Grant & Sons
A ‘wild water’ for whisky, Larkfire, has partnered with William Grant & Sons to make its product available across the firm’s Speyside estate and online store.
The deal will see Larkfire stocked at the Glenfiddich distillery shop, and used in the William Grant & Sons brand locations across Speyside.
The two brands will also undertake a series of collaborations on-premise as well as the still and sparkling variants being available on William Grant’s online retail platform.
Larkfire is a “naturally-sourced wild water” from the Isle of Lewis in Scotland’s Outer Hebrides, which was created to mix with whisky as a natural alternative to tap water or bottled water with high mineral content. It was created following a study which found that water boosts the concentration of flavour in whisky.
A partnership with The Stornoway Trust – a community landlord in the Isle of Lewis, where the water is sourced – will mean a percentage of the sales will be returned to the Outer Hebrides, the brand said.
Commenting on the partnership, James McIntosh, co-founder and managing director of Larkfire said: “We are incredibily excited by this agreement and it shows the vision that William Grants & Sons have when it comes to how consumers are enjoying whisky.
“All too often whisky is a drink that is seen by many as a drink with rules. Our mission is to enhance the enjoyment of whisky and make it as accessible as possible, whilst maintaining the flavour and character of every dram.
“Adding a little water to whisky creates a natural chemistry – the water complements the whisky, unlocking its hidden complexities and creating a drink that is even more enjoyable and has greater depth.”
Speaking on behalf of William Grant & Sons, Kirsten Grant Meikle, said: “Our teams across the business are looking forward to working with Larkfire as we create new serves, host tastings, and introduce more people to whisky. It is a truly natural and premium product that compliments all our whiskies and provides a consistent and premium experience for consumers.”
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