London’s Bimber Distillery has launched the sixth release of its The Spirit of the Underground Collection, produced in conjunction with Transport for London.
Release No.6 travels to four new stations, each connected to a revered sporting location. All four single cask releases – Oval, Stratford, Wembley Park and Wimbledon – showcase the past and present of these legendary London locations.
For this release, the eye-catching labels and packaging designs also celebrate the sporting excellence which has taken place at each hallowed ground and thrilled people around the world for generations.
The Collection, which will total 44 individual releases, features a selection of iconic single malt whiskies that celebrate the heritage and diversity of the distillery’s home city. With eye-catchingly unique designs, each bottle presents a different Tube station on the London Underground network – the oldest underground passenger railway service in the world.
“We have been excited about releasing these four new stations since we first launched the Collection back in May 2021,” commented Matt McKay from Bimber Distillery. “Every great sporting moment is accompanied by a memorable story, whether that’s about perseverance, friendship, victory or loss. The sixth release of The Spirit of The Underground celebrates not only the history of four iconic locations, but also the shared ability of both sport and whisky to bring people together.
“For this very special release we are delighted to unveil our first ‘double maturation’ casks. We have been internally trialling this new, longer approach to the maturation of our European oak casks and are thrilled to now offer these new Bimber flavour journeys to customers. Each tells its own double maturation story, and we’re tremendously excited to see how our double cask programme develops over the coming years.”
Ellen Sankey, brand licensing manager at TfL, continued: “The continuation of our partnership with Bimber Distillery sees the release of four new bottles, all with an association with key sporting locations across our network. We are proud to be collaborating with a London based independent brand, highlighting again that the city houses products of great quality. The creative and original use of our branding to help portray unique elements of our city’s association with sporting history shows the benefit that an innovative, long-term collaborations like this can have.”
Want to read more news like this? Simply sign up to our daily digest by clicking here. You can also follow @LicensingSource on Twitter and @licensing_source on Instagram.
