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.
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.