Diageo buys Cabin Fever maple syrup flavoured whisky
Diageo has acquired Canadian craft whiskey brand Cabin Fever Maple flavoured whisky to enable it to take advantage of two major growth trends in the US: Flavoured whiskeys and craft distilling.
Created by the Robillard family, the 40%abv whisky is made with real maple syrup and is available in certain US and Canadian markets for US$19.99.
Diageo intends to begin a national roll out of the whisky, which has joined its catalyst division of high potential brands, nationally from Autumn 2012.
Steve Rust, president of the Catalyst Division at Diageo, said: “The Robillard family has created a unique American whisky and we look forward to continuing the growth of this unique brand. Cabin Fever delivers on the consumer demand for flavored, artisanal brands that are driving whisky growth in the US. We are confident in the brand and our continued relationship with the Robillard family.”
The flavoured whisky category has enjoyed enormous growth in the US over recent years, with volume growing 40% in the year to 13 May 2012 (Diageo). The drinks company also currently owns Seagram’s 7 Crown Stone Cherry and Honey flavoured whiskeys, which is one of the largest-selling brands available in the US with more than 80,000 cases sold in 2011.
For a more detailed look at how the flavoured whisky category is performing in the US and the rest of the world, see the June issue of The Spirits Business, out now.