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“ON THE ROCKS” WITH ANTHONY MASSOUD, FOUNDER OF GLENBEY What are the unique qualities of Glenbey whisky and how is it able to compete with international brands?
Boasting a journey from the glens of Scotland to the shores of Lebanon, Glenbey Scotch whisky has received much praise from the trade and the public since its launch back in 2021. In just a short time, it has achieved the impressive feat of becoming the first Scottish-Lebanese whisky to be recognized at the World Whiskies Awards. We learn more from the man behind the bottle, Anthony Massoud, CEO of Ets. Antoine Massoud.
Glenbey BAYRUT is a premium Scotch whisky with a distinctly Lebanese flavor. It is a three-year-old blend that is able to rival local and international competitors due to its malt content, which is significantly higher than other whiskies available in the Lebanese market. The blend is amazingly crafted at Whyte & Mackay in Scotland and then transported to Lebanon where the last four steps of the production process are conducted. Our local partner — Domaine Des Tourelles — has a fundamental input in the final rendering of the product. So, by creating this exceptional blend, we are happy to offer the Lebanese people great whisky at a very reasonable price.
You initially launched Glenbey as an affordable, high-quality Scotch whisky. How are you going to build on this market positioning for the new release of the 12-year edition? Glenbey 12, or G12, is an entirely different ball game. We are entering the territory of 12-year-old whiskies. We intend to approach the 12YO in a more focused way. The whisky is fantastic, and our aim is to forge a strong emotional bond with the Lebanese
A “SENSO”TIONAL COFFEE EXPERIENCE WITH JOSEPH SAADE Joseph Saade, managing director of MTM Trading Sarl, has a strong relationship with coffee. It all began in 2002, when he ranked 10th at the World Barista Championship in Norway. With a passion for coffee, ambitious mindset and a positive attitude to match, Saade tells us about his latest project coffee and what it’s bringing to the market.
consumer. G12 is currently being launched using a communication platform called: “Savor the Journey.” The choice of this platform is not random; we want to create a strong analogy between the whisky’s journey, which has been crafted for 12 years, to finally reach the shores of Lebanon, and the journey of most Lebanese people, who blossom abroad, outside of Lebanon, only to come back to their homeland and enjoy their stay.
In terms of export, are you eyeing any particular markets for Glenbey? Having already exported a substantial number of Glenbey bottles to France, we are developing a sustainable Lebanese diasporabased export strategy. We are developing a very sustainable export strategy to follow Lebanese people wherever they are in the world and reach out to a wider foreign audience who are willing to try our whisky. Not only that, we strongly believe that the Glenbey brand, with all its components, has enough credentials to become a homegrown concept with international reach. Therefore, it is not a brand meant to be consumed by Lebanese only; rather, it is a Lebanese brand to be enjoyed by whisky lovers around the world. instagram.com/glenbeywhisky
What can you tell us about SENSO? With a focus on connoisseurship and a plan to thrive, we are a dynamic team that works hard to create a range of high-quality coffee products to satisfy every taste.
What are SENSO’s latest product releases? Our latest products include five premium coffee capsules: GOLD, PURO, RUBY, DECAF and ORGANIC.
What house secrets can you share with us? It all begins with specialty coffee. Advanced barista training is central to our brand, and creating a trendy coffee menu with the latest coffee accessories and newest technology is also part of it. senso-coffee.com
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HOSPITALITY NEWS ME | DEC 2022-JAN 2023
