# Exploration-Inspired Scottish Whiskies Familia Torres Introduces the New 'Liathmor' Whisky By Kanesa D | Published 2024-04-02 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/familia-torres References: [thespiritsbusiness](https://www.thespiritsbusiness.com/2024/04/familia-torres-moves-into-whisky/) & [torres.es](https://www.torres.es/en)  [Familia Torres](https://www.trendhunter.com/trends/tequila-partida) has ventured into the whisky sector with 'Liathmor,' a blended Scotch brand. Created in collaboration with La Martiniquaise-Bardinet, known for Label 5, Cutty Sark, and [Glen Moray](https://www.trendhunter.com/trends/forbidden-fruit-whisky), 'Liathmor' is a 40% ABV whisky comprising 20% Speyside malted barley, 40% three-year-old grain for freshness and 40% five-year-old grain for structure. This whisky offers a blend of vanilla, apple, pear, honey, and malted barley notes on the nose, complemented by oak and a light smoky finish. Inspired by a 1891 explorer's encounter with the 'Greyman' (Liathmor in Gaelic) on Ben Macdui, the whisky debuts in Spain, Baltics, Germany, Estonia, Canada, and Nordic markets. "[...] We wanted to have a whisky that is very approachable and not only for the traditional whisky drinkers. It goes within the competitive benchmark for [Johnnie Walker Red and Ballantine’s Finest](https://www.trendhunter.com/trends/custom-whisky-blends)," said Christian Visalli, global spirits director of Juan Torres Master Distillers. Image Credit: Familia Torres ## Trend Insights (Trend Hunter) - Score: 2.6/10 - Popularity: 23% | Activity: 34% | Freshness: 22% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Drinking](https://www.trendhunter.com/drinking) ## Key Themes ### Why This Trend Is Growing - **Exploration-inspired Whisky Blends:** Opportunity to create whiskies inspired by historical explorers and folklore to appeal to a broader consumer base. - **Collaborative Brand Partnerships:** Potential for brands to collaborate across industries to introduce innovative spirit products combining expertise and market reach. - **Multi-region Whisky Launches:** Opportunity to introduce whiskies in diverse global markets to cater to varying consumer preferences and expand brand presence internationally. ### Industries Being Reshaped - **Alcohol & Spirits:** Innovative approaches in whisky blending and storytelling can disrupt the traditional alcohol market landscape and attract new consumer demographics. - **Hospitality & Tourism:** Cross-promotional activities between exploration-themed whiskies and travel experiences can create unique offerings for tourists and hospitality businesses seeking differentiation. - **Retail & Distribution:** Global whisky launches present opportunities for retail and distribution channels to explore new market entry strategies and capitalize on emerging consumer trends. ## Related on Trend Hunter - [Wine Barrel-Aged Whiskeys](https://www.trendhunter.com/trends/tomatin.md) - [Exotically Thematic Whiskies](https://www.trendhunter.com/trends/bill-lumsden-x-azuma-makoto.md) - [Spice Market-Inspired Whiskys](https://www.trendhunter.com/trends/a-tale-of-spices.md) - [Indo-Scottish Whiskey Spirits](https://www.trendhunter.com/trends/seven-islands-pure-malt-whisky.md) - [Premium Western Scotland Whiskeys](https://www.trendhunter.com/trends/isle-of-barra-distillers.md) - [Travel-Inspired Scotch Series](https://www.trendhunter.com/trends/beyond-speyside.md) - [Comforting Wintry Whiskys](https://www.trendhunter.com/trends/glenmorangie-a-tale-of-winter.md) - [Wine Cask-Aged Spirits](https://www.trendhunter.com/trends/pursuit-of-passion-wine-cask-collection.md) - [Flavor-Fused Whiskys](https://www.trendhunter.com/trends/glenlivet-rum-and-bourbon.md)