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Blending heritage with innovation |
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Saturday, 27 May 2006 |
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When market-leading premium Kentucky bourbon Maker's Mark unveiled plans to focus on the UK whisky scene (Marketing, 29 March), established Scotch brands barely flinched. Traditional players are used to whisky brands arriving on these shores from as far afield as Japan and India, and there is growing evidence that the newcomers are helping to attract new drinkers into the wider whisky category.
The threat to what has been seen as a traditional drink choice, weighed down by hackneyed Highlands imagery and consumed by an older demographic, has also abated as the bigger brands invest in new product development to broaden their portfolios. Recent innovations in whisky from Diageo include J&B -6 deg C, a pale-coloured Scotch aimed at younger, style-conscious drinkers of white spirits, and Green Label, a 15-year-old blended malt, joining the core Johnnie Walker range to cater for growing interest in the blended malt sector.
Source: TMCNET
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