Bimber Distillery partners with Transport for London to launch The Spirit of the Underground collection

London’s award-winning Bimber Distillery has launched its “The Spirit of the Underground” collection of single malt whiskies, each featuring a different station on the London Underground network. The partnership between the distillery and Transport for London was brokered by the brand’s global licensing agency, TSBA Group.

The launch range showcases four well-known Tube stations: Waterloo, Baker Street, King’s Cross St Pancra, and Oxford Circus, with each bottle featuring stylish iconography presenting a unique piece of London’s history. Each comes adorned with an eye-catching label and packaging design that observes the significance of each station’s location.

The four initial releases of the collection have been selected from the distillery’s finest ex-bourbon casks and are offered at full cask strength and without chill filtration. Each reveals a highly individual, but perfectly balanced merger of aroma and flavour that reflects the passion and craft of Bimber.

The cask selected for the Baker Street expression was chosen by the members of the 2020 Bimber Klub Tasting Panel – the distillery’s rapidly growing membership community.

 Speaking of the launch, Bimber spokesperson Matt McKay said: “We’re delighted to unveil this exciting new partnership and the first expressions of The Spirit of the Underground Collection. As we approach the fifth anniversary of our spirit, this collaboration with Transport for London celebrates both one of the great engineering projects of the past 200 years and the ongoing development of our spirit. Bimber is very much a product of London and we’re thrilled to showcase our single malt whisky in this most incredible way.”

With 270 stations on the network to select from, The Spirit of the Underground Collection is intended to grow alongside Bimber. New expressions will be added in batches (four single casks at a time) populating each of the Underground’s 11 lines and reflecting the vibrancy and multiplicity of the stations and locations throughout the capital city.

Julie Dixon, head of customer information design and partnerships at Transport for London, said: “This imaginative collaboration really shows off the visual splendour of our historic and instantly recognisable Underground network. It’s been great to work with a London-based distillery to create this collection and we hope fans of whisky will enjoy this collection as it grows.”

Release one of The Spirit of the Underground Collection will be available later this month with an RRP of £125 per bottle. Release two, which will feature four more iconic London Underground stations, is scheduled to be unveiled over the coming months.

All the expressions in The Spirit of the Underground Collection were crafted to Bimber’s exacting standards. The spirit was produced from the distillery’s single farm barley and malted on a dedicated floor at Warminster Maltings before being fermented for seven days in bespoke, on-site constructed American oak washbacks.

Distillation took place in Bimber’s customised stills which possess an increased copper surface area, which results in a rich fruit-forward, layered spirit. 

About Robert Hutchins

Robert Hutchins is the editor of Licensing.biz and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent almost eight years with both ToyNews and Licensing.biz, and what now seems like a lifetime surrounded by toys. You can contact him by emailing robert.hutchins@biz-media.co.uk or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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