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?

Strathearn Distillery to auction first whiskies

Perthshire-based Strathearn Distillery, one of the smallest distilleries in more...

Confessions of a retailer: Dekanta

Makiyo Masa, Dekanta founder and director, shares her vision for developing the more...

Global WSET candidate numbers up 17%

The number of candidates undertaking Wine & Spirit Education Trust more...

Gordon's Gin unveils new bottle design

Gordon’s gin has revamped its packaging with a "bold, distinctive and more...

Speyside event waives fee for distillery namesakes

Spirit of Speyside: Distilled will waive its entry fee for visitors who share a more...

US Tequila sales soar despite Trump tirade

Republication presidential candidate Donald Trump may have strong views on more...

Danzka Vodka unveils new premium expression

Danish brand Danzka Vodka is set to launch its latest super-premium expression, more...

Pernod Ricard sets sail with interactive store

Pernod Ricard Travel Retail EMEA has partnered with Harding Retail to launch more...

Top 10 whisky 'hybrids'

As the world of whisky begins to play with the prospect of serious innovation, more...

TFWA adds sailing to Cannes social calendar

The Tax Free World Association has confirmed its social programme in the run-up more...

'World's smallest' breathalyser created

CoAsia Microelectronics Corp has launched a crowdfunding campaign for the more...

Monin launches 'first' popcorn syrup

Monin UK has introduced the industry's "first" popcorn syrup, designed to more...

Hybrid Scotch-Japanese whisky range expands

Adelphi Distillery has created the third age statement expression in a range of more...

Douglas Laing releases Timorous Beastie 40yo

Douglas Laing & Co has expanded its Highland blended malt range Timorous more...

Opihr World Adventure 2016 picks up pace

The annual Opihr World Adventure Cocktail Competition has attracted a strong more...

Ghost Vodka enters Dutch market

Ghost Vodka has partnered with Groningen based distributor Square Dranken to more...

SWA: UK needs 'ambitious' new free trade deals

Scotch Whisky Association chief executive David Frost has met with the more...

IWSR reveals key global drinks trends

From health conscious consumers to cross-category experimentation, these are more...

Żubrówka unveils 'modern' bottle design

Roust Group has created a new bottle design for its bison grass vodka brand more...

Dulce Vida Spirits extends Tequila line

Milestone Brands-owned Dulce Vida Spirits has expanded its portfolio with the more...