Wednesday, September 14, 2016


London based whisky specialist Milroys of Soho, has announced the launch of the first four releases in a new series of own branded whiskies, which feature the companies first branding refresh in over 50 years.

The new launch and brand refresh, are said to represent the next step in Milroys’ dedication to the knowledge and craft that go into making and selling the very best whisky.

Milroys first branding refresh in over 50 years

Milroys 8 Year Old Blend (40% ABV) is said to be suited to anyone from whisky experts to first time drammers, and is made from a blend of Scotch whiskies chosen by the team at Milroys.

Milroys Ardmore 2010 (63.8% ABV) was matured in an ex-bourbon cask, and is limited to just 272 bottles.

Milroys Glentauchers 2008 (63.8% ABV) was matured in an ex-Vendamina sherry cask, and is limited to just 769 bottles.

Milroys Blair Athol 1988 (54% ABV) was matured in an ex-bourbon cask, and is limited to just 208 bottles.

The new Milroys brand was created by branding and design agency Good, and will be reflected across a new-look store and shopfront for Milroys iconic Soho location; the four new whiskies, a brand new website and all Milroys marketing materials.

Commenting on the news, Martyn ‘Simo’ Simpson, Milroys CEO, said: “We’re really proud to put our names to these four brilliant whiskies which are all distinguished and special in their own way. It’s not been an easy task but we think we have four whiskies that would suit anyone from a total novice to whisky expert."

Founded in in 1964 by brothers Jack and Wallace Milroy, Milroys of Soho is London’s oldest whisky specialist. In 2014, Martyn ‘Simo’ Simpson took over the business, reinstating the cellar bar, now known as the Vault and a whisky bar on the ground floor.

The four new Milroys own bottlings, will be available exclusively from their Greek Street shop in London on September 29th. RRP’s tbc.

Posted by Steve Rush