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16.08.2024

The Start of a Spectacular New Chapter

Unveiling Royal Salute’s Brand Home in the iconic Tower of London

In a historic world first, Royal Salute becomes the first brand to take up residency in the iconic Tower of London, as we unveil our spectacular new brand home, dedicated to telling the story of Royal Salute’s unique connection to the British Monarchy. 

Housed in the 13th century Martin Tower, Royal Salute’s exclusive tasting room is home to one of the world’s most prestigious and exclusive whisky libraries. The ‘Treasures Collection’ features the most precious Royal Salute blends crafted since our inception in 1953, many of which are available to sample by invitation only. This extensive range of whiskies provides guests the rare opportunity to sample and compare expressions across the breadth of Royal Salute’s extensive range, creating their own bespoke tasting.

As guests enter the space, they are immersed in the wonder of the Royal Salute Kingdom, with intricate illustrations referencing the 62 Gun Salute and the history of the Martin Tower adorning the walls, and tactile furnishings oozing luxury and elegance. 

The striking centrepiece of the space is an interactive digital tasting table, around which guests can enjoy a guided tasting of the 62 Gun Salute Collection, embarking on an immersive sensory journey with the latest surface technology.

Housing the pride of Royal Salute’s permanent collection is a spectacular piece of history, two antique cabinets that once held the most iconic stones in the Crown Jewels, the Cullinan and the Koh-i-Noor diamonds, safe under lock and key. Today, one cabinet is home to an extraordinary array of individual essences, each representing a key aroma found within a Royal Salute whisky and used during tasting sessions to help unlock the Olfactory senses. The other holds the jewels in Royal Salute’s crown: the newly-unveiled Royal Salute 62 Gun Salute collection – a trio of exceptional blends inspired by the spectacle of the 62 Gun Salute. 

This money-can’t-buy whisky tasting experience held at a historic location unlike any other is a shining example of the enrichment and wonder Royal Salute brings to the lives of its VIP guests, elevating the everyday and illustrating enchantment beyond imagination.

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