UK: Diageo backs away from 'flavoured' Scotch move
Don't expect any 'flavoured' Scotch whisky expressions from Diageo
Diageo has distanced itself from entering the 'flavoured' Scotch whisky arena, as Bacardi readies a honey-”infused” expression of its Dewar's Scotch brand.
Late last week, Bacardi confirmed its plans to launch Dewar's Highlander Honey, described as “Dewar’s Scotch Whisky infused with Scottish Heather Honey filtered through Oak Cask Wood”. The new expression, which will be available in the US next month, comprises Dewar's White Label Scotch, mixed with Scottish honey.
It marks the first time that one of the major spirits companies has released a Scotch that has been blended with honey.
However, speaking to just-drinks yesterday (20 March), Diageo's head of whisky outreach, Dr Nicholas Morgan, said that the company has "no plans for 'flavoured' variants of any of its Scotch brands”.
“(Scotch) is a global category built over 100 years and based on integrity and authenticity,” said Morgan. “While the consumer views American and Irish whiskies as more 'relaxed', that latitude is not extended to the Scotch whisky category.”
Morgan noted Diageo's success with Bushmills Irish Honey, Crown Royal Maple Finish and Seagram's Seven Crown Dark Honey and Stone Cherry, but emphasised that new introductions, such as Talisker Storm, illustrated the room for innovation open to Scotch whisky brands within the existing regulations.
"Through distillation, maturation and wood regimes, there is huge scope for innovation within the category," he said.
Launching in the coming weeks. Talisker Storm is a single malt Scotch that does not have an age statement, which is set to be rolled out across Europe.
The Drinktec exhibition is taking place across all of this week in Munich. To coincide with the event, just-drinks' management briefing this month takes a look at the drinks packaging category. In thi...
Earlier this week, analysts at UBS released their latest 'Beeronomics' research note, looking at the global beer landscape. Here, courtesy of UBS, is a breakdown of the top 25 beer markets around the ...
- Whatever happened to binge Britain? - comment
- The dangers of squaring up to your competitor
- How to turn a domestic spirit into a global brand
- The US beer market - A level playing field for all
- Remy Cointreau's Q2 and H1 - preview
- Sidney Frank CEO to head Clooney's import co
- Diageo sells off United Spirits' Bouvet Ladubay
- Captain Morgan distillation trial queried by USVI
- Irish whiskey brands could fail without bulk
- Sazerac sues Brown-Forman over Tennessee Fire
- Global Beer Trends 2015 : Global Beer Trends and Long-term Forecasts
- Global sparkling wine insights - market forecasts, product innovation and consumer trends research
- Future growth opportunities for global spirits
- Global Scotch whisky insights - market forecasts, product innovation and consumer trends research
- Global Wine Market to 2019 - Market Size, Development, and Forecasts