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Diageo has introduced the Rare Series, a collection of Scotch whiskies aimed at private clients and collectors.
Diageo launched the Rare Series, targeting high-net-worth collectors with exclusive Scotch whiskies.
KEY POINTS
- The initial Rare Series release includes a 55-year-old Glenury Royal, Diageo's oldest single malt.
- Distribution uses a global registration system and private client teams, not traditional retail channels.
- Some releases are limited to a few hundred bottles and priced between £666 and £4,700 pre-tax.
- Future additions will be determined by master blenders based on cask readiness, not a fixed schedule.
COMPANIES
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