Bimber Distillery unveils 'The Spirit of the Underground Collection' with Transport for London
London’s award-winning Bimber Distillery today announced the launch of “The Spirit of the Underground” - an ongoing collection of iconic single malt whiskies that celebrate the heritage and diversity of the distillery’s home city.
With striking individual designs, each bottle in the new collection features a different station on the London Underground network - the oldest underground passenger railway service in the world. The deal was brokered by TSBA Group, Transport for London’s global licensing agency.
The launch expressions of The Spirit of the Underground Collection showcase four well-known Tube stations: Waterloo; Baker Street; Kings Cross St Pancras and Oxford Circus. Each release features stunning iconography presenting a unique piece of London’s history, and 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 1 of The Spirit of the Underground Collection will be available later this month with an RRP of £125 per bottle. Release 2, 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.
