Isle of Skye, Scotland, 13 May 2011
D.J. MacLennan, Director of Skye-based company Axobox Ltd, has announced the release of their new brand of malt whisky, labelled “An Sgailc”.
D.J. and his brother Iain MacLennan, who is also involved in the project, have been interested in malt whisky for many years and wanted to find out what would be required to launch their own label. Discussing the project, D.J. said:
“We’d been selling other malts via one of our sites www.scottishquality.com for over ten years, then we came up with the idea that having our own small-scale whisky brand for the site would be a good marketing tool. We had such a positive response to the idea that we decided not to keep it shackled to the website but to advertise and sell it more widely.”
D.J. also commented on the distinctive Gaelic name of the whisky:
“My father, Farquhar MacLennan, is a scholar of the Gaelic language, so it really had to have a Gaelic name and slogan. There’s are many fascinating nuances in a Gaelic word like “sgailc” that make it ideal for branding the deeply complex product that is malt Scotch whisky. But I’m not going to give the game away by explaining it here. You’ll have to discover that for yourself.”
Addressing the challenge of getting started in the vast and highly-competitive Scotch whisky industry, MacLennan is philosophical:
“Who knows where this will lead? It may take off or it may just stay a small “boutique” label. We know we have an excellent Highland Malt whisky here. It’s not fussy or old-fashioned; you can put mixers in it if you want to and we won’t send the whisky-police round. It’s just a damned fine dram. Slainte Mhath.”