News

Flavour extensions not part of wider whisk(e)y strategy - Diageo Capital Markets Day 2017

Most popular

What are Diageo's priorities for the years ahead?

Diageo Performance Trends 2014-2018 - results data

As Irish whiskey comes of age, so do its problems

What can the spirits industry learn from Diageo?

MORE

Diageo has confirmed it is not looking to expand the flavour extensions of its Crown Royal Canadian whisky brand beyond the existing three in North America.

Crown Royal Apple has exceeded Diageos expectations since its 2014 launch

Crown Royal Apple has exceeded Diageo's expectations since its 2014 launch

In late-2012, the group unveiled the first flavoured variant of the whisky brand, Crown Royal Maple Finished, in the brand's domestic market. Two years later, Crown Royal Apple was rolled out across the US, with the apple extension being consistently praised by the company for having exceeded expectations.

Apple was followed by Vanilla - again, in Canada - in October last year.

Speaking at yesterday's Capital Markets Day presentations in London, CEO Ivan Menezes said the initial results for the new expression have been "very encouraging". However, he distanced the company from the likelihood of pursuing a wider flavour strategy in the whisky segment.

"I know some of you are concerned about potentially overplaying flavour extensions in whisky," he told analysts. "So am I.

"I want to reassure you that we only use flavour extensions if there is insight showing consumer interest."

Menezes praised flavour extensions as being a "low-cost way of delivering new news to the consumer", but added: "While there will be some more flavoured limited seasonal offerings available, we don't have currently any plans for another permanent flavour extension."

What goes around, comes around - the US and its thirst for spirits - Trends


Sectors: Spirits

Companies: Crown Royal, Diageo

Related Content

Brexit could boost Scotch whisky's Indian aspirations - Diageo Capital Markets Day 2017

Brexit could boost Scotch whisky's Indian aspirations - Diageo Capital Markets Day 2017...

Falling out with flavour - when is a gin not a gin? - Comment

Falling out with flavour - when is a gin not a gin? - Comment ...

What are the growth prospects like for international whisk(e)y? - Research in Focus

What are the growth prospects like for international whisk(e)y? - Research in Focus...

"The US is not all about Jameson and Absolut" for Pernod Ricard - Analysis...

Oops! This article is copy protected.

Why can’t I copy the text on this page?

The ability to copy articles is specially reserved for people who are part of a group membership.

How do I become a group member?

To find out how you and your team can copy and share articles and save money as part of a group membership call Sean Clinton on
+44 (0)1527 573 736 or complete this form..



Forgot your password?