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Bacardi to release honey-flavoured Scotch whisky
Bacardi is releasing a honey-flavoured Scotch whisky, Dewar’s Highlander Honey, after noticing unparalleled success for the flavoured Bourbon category.
Dewar’s Highlander Honey will join the brand’s four-strong core Scotch whisky portfolio
The honey-infused Dewar’s will be rolled out in the US in April in a bid to attract young brown spirits drinkers into the brand portfolio.
Priced at a slight premium to Dewar’s White Label, the honey whisky marks the first foray into the flavoured whiskey category by a Scotch brand.
“When you look at what’s happening in Bourbon and the overall flavor trends in the US, we figured it was time to create an offering that is still truly Scotch, but gives those who play with flavor trends an option to play within Scotch,” said Arvind Krishnan, vice president, brand managing director for Dewar’s, according to Shanken. “Younger consumers are migrating to Bourbon because of all the energy and excitement the flavors have created, and I think Scotch brands can do the same for their category.”
Flavoured whisky has become one of the fastest-growing spirit categories of the past year, with Beam (Jim Beam Honey, Red Stag), Brown-Forman (Jack Daniel’s Tennessee Honey), Diageo (Bushmills Honey, Crown Royal Maple Finished) and Campari (Wild Turkey American Honey) all vying for space in key markets of the US, UK, Germany and Australia.
Campari’s Wild Turkey American Honey grew by over 45% during 2012, prompting speculation that yet more whisky brands would launch a new flavoured expression in the near future.