Renowned throughout Islay as a bon viveur, peat digger, sweater knitter extraordinaire and general Malt savant, BIG PEAT has been chosen as Douglas Laing’s latest ambassador in Travel Retail/Duty Free.

PEAT is seldom seen off the Island of Islay on the West coast of Scotland but has been granted permission and will shortly land in WDF’s World of Whiskies stores,

Douglas Laing’s Export Sales Director, Fred Laing, indicated, “We are here to celebrate BIG PEAT’s imminent arrival in Heathrow and through WDF’s World of Whiskies estate. Not only does BIG PEAT make you smile but he warms the cockles of your heart with his big feisty character. Yes, he may be insular and ever so slightly aggressive – but people love him in domestic markets and we are confident similarly of his Travel Retail–ebrity”.

Nigel Sandals, WDF’s Head of Category for Liquor commented, “We are delighted to welcome Big Peat to the product range in our Heathrow World of Whiskies stores”

Meanwhile, translated from the Gaelic, BIG PEAT indicated that he was thrilled to be off his lovely wee whisky Island, looked forward to making many new friends around the world, believing he smelt of the sea downwind, offered a taste of really sweet seaweed and tar with some bonfire ash thrown in – proud that his chiselled and bearded features will adorn and be the “face of” such a prestigious Islay vatted Malt, as the Laing’s offer.

Editor’s Note – BIG PEAT “Vatted” Malt contains only fully phenolic Islay Malt Whiskies and is bottled in the traditional (and rather old fashioned style) without chill filtration at 46% alc vol.