Blog: Andy MortonDiageo saddles up White Horse for serendipitous Scotch ride

Andy Morton | 22 November 2013

One would never accuse Diageo of missing a trick, and the launch this week of a limited-edition expression from one of its lesser-known blended Scotch labels shows why.

White Horse may have been the preferred whisky of Jackie Gleason's legendary pool shark Fats Minnesota in “The Hustler” (thanks, Wikipedia), but it doesn't quite have the profile of other Diageo blended drams we could mention, especially in Asia.

Nevertheless, next year is the Year of the Horse in the Chinese lunar calendar, and some canny operator in the Diageo marketing team must have been wise to White Horse's auspicious potential. Before you can say “Asian whisky boom”, out pops White Horse Gold Edition 1890, soon to be available in Asia-Pacific Travel Retail, ready for a serendipitous sales bump from travelling Chinese consumers.

If the ploy works, soon all the other whisky makers will be digging through their portfolios in search of horse-related brands, not to mention sheep, cow, snake, tiger, rat, dragon, monkey...




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