Milroys of Soho launches new brand and four exclusive whiskies under its own label

Milroys of Soho, London’s oldest whisky specialist has unveiled its new branding – its first rebrand in more than 50 years – and has launched four exclusive new whiskies under this new label.

The four whiskies comprise three single cask editions from well-known distilleries, and one eight year-old exclusive Milroys blend. The single cask expressions are available exclusively at Milroys and are an Ardmore 2008, Glentauchers 2007 and Blair Athol 1988.

The launch of the brand and own-label whiskies from Milroys of Soho represents the next step in Milroys’ dedication to the knowledge and craft that go into making and selling the very best whisky.

They are a result of the team tirelessly trying hundreds of cask samples and settling on four whiskies that they are proud to put their name to.

The eight year-old blend

The Eight year-old blend (£29.95 tbc), exclusive to Milroys, is suited to anyone from whisky experts to first time drammers, and is made from a blend of scotch specially chosen by the team.

Nose: Rich and powerful dark fruits with hint of vanilla.
Palate: Initial sweetness is dominant. Notes of clotted cream are then apparent, followed by rich sultanas with a touch of kiln embers to finish.
Finish: Smooth with a good balance of European oak spice and sweet barley notes.

The Ardmore 2010

The Ardmore 2010 (£42.95 tbc) was bottled this year aged in an ex-Bourbon cask. With only 272 bottles available, this whisky is for fans of the Ardmore distillery.

Nose: Expect gentle smoke and earthy undertones, coupled with a soft caramel base and ripe tropical fruits.
Palate: Soft hint of salinity, gentle smoke with overtones of honey, sweet, earthy barley notes and vanilla.
Finish: Intense malty notes interplay with peat reek. The finish is semi-sweet with floral and smoky richness.

The Glentauchers 2008

The Glentauchers 2008 (£52.95 tbc) bottled this year, aged in an ex-Vendamina Sherry cask is a rich and complex whisky and yet perfect for any whisky drinker. Only 769 bottles of the Glentauchers 2008 will be available.

Nose: Powerful nose reminiscent of Christmas. Think dried fruits and chocolate, with soft cloves.
Palate: Intense and powerful, fruit forward.
Finish: The initial fruit sweetness evolves to the spicy, chocolate notes seen on the nose. Lingering cinnamon spice.

The Blair Athol 1988

Finally the Blair Athol 1988 (£124.95 tbc) bottled this year was aged in an ex-Bourbon cask and is an exceptionally special and rare whisky given its age and cask finish. Only 208 bottles of this whisky will be available.

Nose: Sourdough bread interplays with vanilla richness, there is a small hint of thyme when left to open in the glass.
Palate: Buttery orchard fruits, combined with savoury notes.
Finish: Creaminess is dominant with hints of green apples and pears, followed by a soft lemongrass undertone.

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.

– Simo: Milroys CEO

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.

The four new whiskies will be available from September 29th exclusively from Milroys of Soho’s Greek Street Shop and shop.milroys.co.uk.

Milroys of Soho features a shop and tasting bar on the ground floor and basement 55 seat cocktail bar, known as The Vault.

Opens 20 Feb!

London’s oldest whisky shop founded by the Milroy brothers is re-launching on February 20th as a whisky specialist, retail shop and basement cocktail bar in the heart of Soho. New owner Simo, formerly of Coal Vaults, promises to take London’s oldest existing whisky specialist and breathe new life into the brand, giving whisky the attention it deserves.

Simo comments ‘I wanted to build the already established Milroy’s brand, bringing it back to its former glory and making it a name synonymous with whisky once again. We also wanted to create a cocktail bar hidden away from the world where people can escape, relax and enjoy a good drink.’

The Vault is a 55 seater cocktail bar, hidden in the basement. Entering the shop and heading downstairs gives a sense that you are in the know, arriving at a hidden gem below London’s cobbled streets. The bar will serve up original seasonal cocktails made with home infused spirits. Like any good barman, if desired you can also request any classic cocktail. Cheese and meat boards will also be offered adding to the overall experience. There will be a selection of craft beers and fine wine, changing seasonally. There is also the private ‘Barrel Room’, shaped as it’s named, with enough space to seat 12 people.

Upstairs in the shop there will be a 12 seater whisky bar called Milroy’s Bar, serving a selection of over 250 whiskys, all poured at 35ml rather than 25ml to enjoy the taste in a more traditional manner. A unique feature in the bar will give customers a more intimate experience; a whisky locker is offered to anyone who purchases a bottle of whisky over £200 at the bar. The experience includes your own locker along with a key with your name so the bottle of whisky will always be waiting for you on your return.

The Milroy’s retail space will sell their existing range of own branded whisky, offered alongside a carefully curated selection of independent bottles, some of which are exclusive to the store, as well as a strong range of whiskies from around the world. Each whisky whether it be Irish, Dutch, Indian, rye or bourbon comes with its own story and reasoning as to why it has ended up on Milroy’s of Soho’s shelves. Along with bottles there are handpicked casks on show in the shop, giving customers a chance to pour their own bottles, or make their own blends. Located on the ground floor they’ll also be a whisky tasting bar where customers can try before they buy, learn about the history of whisky or take part in one of Milroy’s tasting events. Milroy’s of Soho will also have an online presence and will ship whisky internationally.

Soho’s revitalised stalwart promises a high standard of product, knowledge and service, and with its unique offering both in store and at the basement bar, promises to offer a full experience for whisky aficionados, cocktail lovers and those curious to discover more. Milroy’s of Soho believes that there is a whisky to suit everyone’s palate and there’s no better place to discover them than at this Soho institution.

The Vault Opening Times

Tuesday to Thursday : 6pm -11:30pm

Friday to Saturday : 5pm – midnight

Milroy’s Of Soho / Milroy’s Bar Opening Times

Monday to Thursday : midday -11:30pm

Friday and Saturday : midday to midnight