The family firm behind award-winning Islay Malt brand, Big Peat, has announced a bottling in honour of the heroes of the COVID-19 pandemic. At the center of the release is a charitable intention. The Big Peat “Heroes” Limited Edition will result in a bulk sanitiser donation to the value of £10,000.00 being made to a leading UK charitable organisation by Douglas Laing & Co.
Delivered in a rainbow-coloured gift tube, the premium packaging of the Heroes Edition shows Big Peat himself tearing open his doctor’s coat to reveal a superhero costume underneath. Inside the tube the whisky is a marriage of Single Cask Single Malts only from Islay, offered at 48% alcohol strength, without colouring or chill-filtration. Limited to just 1,500 bottles, this drink is exclusively for UK market. For each bottle sold Big Peat will donate the equivalent of £6.67 worth of sanitiser to a worthy cause.
Speaking on the charitable bottling Cara Laing, Marketing Director and third generation in her family business said:
“When our Board met to establish our priorities for 2021, we unanimously agreed that we are focused on making tangible contributions to the UK’s recovery from recent catastrophic events.
“We gathered our wider team on a Zoom call and between us, we came up with a number of initiatives – from donating to the BEN Society in support of the recovery of Scotland’s licensed trade, to offering our warehouse space for mass-vaccinations – plus Big Peat’s Heroes commemorative bottling. Every single individual in key worker roles deserves to be honoured, and this limited edition bottle is designed to do exactly that, by donating a substantial volume of hand sanitiser to a charity chosen by our consumers”.
Consumers are invited to vote for the charity of their choice via Big Peat’s Social Media or scanning on-pack QR codes.
Big Peat says it reached out to a great many UK charities, and arrived at a shortlist that includes: Marie Curie – providing care and support for those with terminal illness and their families, Erskine – caring for veterans of the British Armed Forces, and Hearts & Balls, delivering financial and emotional support for rugby players affected by catastrophic injury.
Big Peat Heroes Edition will be available from late March from specialist spirits retailers across the UK and online, with an RRP of £45.