In a bold move to provide the Lebanese market with an affordable, high-quality Scotch whisky, Ets. Antoine Massoud and Les Domaines de Tourelles recently launched Glenbey. Boasting a journey “from the glens of Scotland to the shores of Lebanon,” the product has received praise from the trade as well as consumers. We spoke to Anthony Massoud, CEO of Ets. Antoine Massoud, to learn more about how Glenbey was developed.

What can you tell us about Glenbey whisky?
Glenbey is a premium Scotch whisky with a distinctly Lebanese flavor. We partnered with the Glasgow-based Whyte & Mackay distillery to bring the inimitable taste of Scotland to shores of Lebanon. The result is a standout whisky that’s proud of its heritage.

How did you come up with the idea?
The Lebanese love to drink whisky, but the economic situation has made it even more of a luxury; so we thought about creating a Scotch whisky that’s authentic, affordable and high quality. We realized that it would be very special to release a product with a beautiful legacy: a whisky that is born in Scotland and raised in Lebanon. It is the first product of its kind.

What made you decide to join forces with Les Domaines des Tourelles?
We have a longstanding relationship with Les Domaines des Tourelles. Faouzi Issa, the owner, is an excellent winemaker, and he has proved that he is a great at blending too. He is talented, professional and very attentive. It made sense for us to work together on this project.

What was the greatest challenge in developing Glenbey?
Actually, the challenges were many. Firstly, there was the legal aspect to consider. We needed to make sure that such a product could be produced. We also had to take into account the operational aspect and the feasibility of continuing production in Lebanon. Thirdly, it was making sure that we would be ready to launch on time.

Are you planning to work together in the future to release other local spirits?
We have several projects in the pipeline. I can’t reveal anything now, but you will find out very soon.