Black Bottle could boost interest in blended Scotch1st October, 2013 by Amy Hopkins
Burn Stewart Distillers has announced its confidence that the recently re-launched Black Bottle Blended Scotch will spark new interest in the â€śdullâ€ť blended whisky category.
The distillers, which bought Black Bottle in 2003, will be targeting a younger market with its new release that channels the brandâ€™s 19th century recipe and packaging.
For master blender, Ian MacMillan, Black Bottle has the ability to appeal to the Scotch connoisseur as well as the novice drinker, whose palate is not yet accustomed to single malt flavours.
â€śThe whisky will appeal to the experienced blended drinker who enjoys drinking Scotch neat, as well as those exploring whiskies for the first time and who prefer to add a mixer,â€ť he said.
â€śBlack Bottle explores another area of the blended Scotch category and, internationally, we really see a fantastic opportunity to inject new interest in the category.â€ť
MacMillan added that in the Scotch category, single malts take precedence and the â€śart of blending does not get enough acknowledgementâ€ť.
However, he also stressed that the blended Scotch category was â€śpretty dullâ€ť and that the re-launched Black Bottle blend had the potential to â€śshake things upâ€ť.
Burn Stewart has said that in re-releasing the original blend, which moves away from the peatiness of Islay and looks forwards a stronger Speyside influence, it was hoped Black Bottle would â€śbecome less one dimensionalâ€ť.
â€śSometimes you need to look back to understand how to move forward, which is what we have done with this release,â€ť added MacMillan.
â€śThis whisky is inspired by the past, but also looks to the future. I believe what we have created could go a long, long way.â€ť
The expression, which has an abv of 40%, will launch internationally into selected export markets from October at an RRP between ÂŁ17.99 and ÂŁ18.49.