Flavoured Scotch not a ‘short-term fad’

11th March, 2014 by Melita Kiely

Demand for “flavoured Scotch” whisky will continue to grow and is not just a “short-term fad”, Ballantine’s has said.

Ballantines-Brasil-whisky

Peter Moore, global brand director for Ballantine’s, has said flavoured Scotch whisky is not a “short-term fad”

The statement comes as the brand begins a global roll out of Ballantine’s Brasil – a new spirit drink made of Scotch whisky selectively steeped with Brazilian lime peel and vanilla extract, first launched in the Czech Republic and the Netherlands in December 2013.

“Flavoured whisky is certainly a growth area for whisky,” said Peter Moore, global brand director for Ballantine’s. “There has been great development, interest and growing popularity. A lot of that is coming out of Brasil and it looks like it isn’t going to be a short-term fad.

“I would expect it to grow like other types of whisky – Irish, American, Bourbon.”

The flavoured spirits category has experienced fast growth in recent years, particularly in the US. More than 40% of all spirits in the US have an additional flavoured expression with more than 220 flavours now on the market, according to the Distilled Spirits Council of the United States (Discus).

Chivas Brothers has already begun a global roll out of Ballantine’s Brasil in countries including Spain, France, Poland, the Pacific Islands, Hungary, Belgium, Slovakia and Austria.

To support the product launch, Ballantine’s has also created a microsite offering consumers video demonstrations on how to create five Ballantine’s Brasil cocktails, plus more information on the spirit itself.

But despite its release coinciding with the football World Cup 2014, which will kick off in Brazil this summer, Moore insists Ballantine’s Brasil has nothing to do with the upcoming competition.

“The conception of this product was going on 18 months ago. We started on this with what we thought were interesting product ideas, partly inspired by the way Brazilians drink Ballantine’s whisky,” he explained.

“The World Cup happening is nothing to do with the product and it has nothing to do with the Olympics either.

“They are putting Brazil on the map and there is huge excitement around Brazil at the moment, but nothing from us was about creating a celebratory product around Brazil.

“Our plan is that this product will have a long life.”

Ballantine’s Brasil is bottled at 35% abv and has an RRP of €14.

Leave a Reply

If that's interesting, how about these?

Yobs fitted with 'sobriety tags' to monitor alcohol

A scheme which fits alcohol-fuelled offenders with ankle tags to detect alcohol more...

Plantation Rum reveals image revamp

French drinks group Cognac Ferrand has revealed a bottle redesign for its more...

A drink with... Sakuma Tadashi, Nikka

Nikka's master blender Sakuma Tadashi talks about his approach to innovation, more...

Hennessy Cognac finally returns to growth

The drinks arm of French group LVMH, owner of Glenmorangie Scotch whisky and more...

SB competes in Finest Call's speed cocktail competition

American Beverage Marketers cocktail mix brand, Finest Call, brought its speed more...

Hendrick’s launches online training for bartenders

Hendrick's gin has launched a new interactive online training tool to help more...

Bacardi marks 20 years of flavours with Tangerine bottling

Bacardi has introduced a Tangerine variant to its flavoured rum range as the more...

Green tea flavoured whiskey RTD launches in US

A new ready-to-drink flavoured whiskey beverage combining rye whiskey, green more...

Diageo probed by SEC for US shipments

Diageo has come under the scrutiny of the US Securities and Exchange Commission more...

Brown-Forman unveils UK vision for American whiskey

Brown-Forman has unveiled a new vision for American whiskey, outlining the more...

Top tips to run a successful start up: Part 1

As most of us have witnessed over the past few years, anyone and everyone can more...

Australians swap vodka for gin, research shows

Gin has experienced rapid growth in Australia over the past five years and is more...

Isle of Arran Distillers enjoys record profits

As it marks its 20th anniversary this year, privately held company Isle of more...

Rémy Cointreau reports mixed Q1 performance

Rémy Cointreau generated sales of €223.3 million for the first quarter of more...

Historic Bladnoch Distillery to restart production

The 200-year-old Bladnoch Distillery is to restart production following its more...

New £3m fund for Chinese whisky investors

A new Chinese investment initiative aims to boost Scotch imports by 20% against more...

The Spirits Business welcomes new editor

The Spirits Business magazine is pleased to announce the appointment of more...

Quintessential unveils Thomas Dakin Gin

Quintessential Brands has launched a new small batch gin named after the more...

Chetiyawardana considering releasing own spirits

As London's Dandelyan bar introduces its summer cocktail menu, creator and more...

Diageo terminates Heineken JV in South Africa

Diageo has terminated its joint venture with Heineken and Namibia Breweries in more...