Top 10 flavoured whisky launches
Of all emerging spirits trends, flavoured whisky has attracted the most controversy – here are 10 of the most talked about launches in the category.
Flavoured whisky is one of the spirits industry’s most controversial trendsFrom Irish to Canadian, Bourbon to “Scotch” (or “spirit drink”), most whisky categories across the globe have tentatively started to step onto the flavoured spirits bandwagon.
Yet, this move has not been without controversy. While numerous Bourbon producers have now ventured into flavours, the category is still very young in both the Irish and Scotch industries.
In particular, Scotch producers who dare to add a splash of honey or lime in their liquid face the most significant backlash.
Guidelines by the Scotch Whisky Association (SWA) and EU law state no other ingredients except caramel colouring and water can be added to Scotch whisky – any releases which contravene these rules are therefore subject to widespread criticism.
However, the SWA has said that if the flavoured bottling is differentiated from Scotch, and instead labelled as a “spirit drink”, no rules have been breached. A selection of some such bottlings are included in this list.
Despite far-reaching contention, research shows that the category is poised for further growth, developing its already established popularity across the world.
Click through the following pages to see our pick of the top 10 flavoured whisky launches.
Do you have any thoughts on the flavoured whisky category? Let us know by leaving a comment below.
Jack Daniel’s Tennessee Honey
A huge success story for US drinks group Brown-Foman, Jack Daniel’s Tennessee Honey pioneered the flavoured Bourbon trend upon its launch in the US in 2011.
The 35% ABV flavoured whiskey is a combination of Jack Daniel’s Old No.7 Tennessee Whisky with a honey liqueur, intending to attract a younger and broadly female consumer-base with its sweeter notes.
Since its initial US roll-out, the variant was launched in 25 international markets, boosting Brown-Forman’s finances in the process.
Jack Daniel’s even appointed a dedicated brand director, Marshall B. Farrer, in November last year to further enhance the global appeal of Tennessee Honey.
For more information, click here.
Dewar’s Highlander Honey
Bacardi released Dewar’s Highlander Honey – described as a “blended Scotch whisky infused with natural flavours” – amid much controversy in April last year.
Marking the first ever foray of a Scotch brand into the flavoured category, the variant came under fire from the SWA as well as Scotch fans for its labelling, which adheres to US regulations, but in its current state would be prohibited by the EU.
Guidelines by the SWA and EU law state no other ingredients except caramel colouring and water can be added to Scotch whisky, and those which add extra flavouring should be labelled a “spirit drink”.
An advertisement for Highlander Honey was also drew criticism from viewers who were not convinced by the “poor” Scottish accent of English actress Claire Forlani.
For more information, click here.
Red Stag Bourbon
One of the pioneers of the flavoured Bourbon category, US group Beam Inc released cherry-infused Red Stag back in 2011.
Beam said that the new product was intended to recruit new drinkers into the Bourbon category and “redefine bourbon industry”.
Red Stag is said to possess “notes of corn and mellow oak accented by a hint of black cherry for smoothness and balance. It was followed by the release of Red Stag Spiced Cinnamon and Honey Tea.
Upon its UK release, Eileen Livingston, marketing controller for Red Stag, told The Spirits Business: “We feel this is the most exciting thing to happen to the bourbon category for years. It’s no secret that many younger drinkers don’t really understand bourbon or it just simply doesn’t appeal to them, so we’re hoping to redefine their perceptions of what bourbon can be.
For more information, click here.
Crown Royal Maple Finished Whisky
Crown Royal Maple Finished Whisky was one of the first flavoured Canadian whiskies to launch when it hit shelves in the US in December 2012.
The variant is Crown Royal DeLuxe blended whisky finished in maple toasted oak barrels to give the liquid a light, sweet maple taste with woody caramel tones on the finish.
Its packaging, including the brand’s signature bag, is similar to Crown Royal’s distinctive style, but has a brown and gold makeover to highlight the whisky’s maple notes.
For more information, click here.
Bushmills Irish Honey
The first ever flavoured Irish whiskey, Bushmills Honey, launched in the US in February 2012.
The decision to make a flavoured Irish whiskey bucked the contemporary trend for more complex, smokier flavours being launched, highlighting the burgeoning interest in the US for flavoured whiskies.
It is described as having a “delicious fruity‚ smooth start that flushes out to a sweet honey buzz on the tongue.”
For more information, click here.
Jack Daniel’s Winter Jack
Brown-Forman advanced its foray into the flavoured whiskey market with the release of a seasonal cider-flavoured Jack Daniel’s variant – Winter Jack.
A blend of winter spices, apple cider liqueur and Jack Daniel’s Old No.7 Tennessee Whiskey, Winter Jack hit shelves in Canada and 30 US states in October last year.
Jack Daniel’s recommended that Winter Jack is served warm in order to release the “aroma of warm apple cider, orange peel, cinnamon, cloves and whiskey”.
For more information, click here.
Paddy Irish Whiskey flavours
Pernod Ricard make the bold move of releasing not one, but two flavoured bottlings under its Paddy Irish Whiskey brand in October last year – Paddy Bee Sting and Paddy Devil’s Apple.
Titled Irish Honey and Spiced Apple when the bottles later launched in France, Paddy’s variants joined only Bushmills in the flavoured Irish whiskey segment.
While producers of the spirit had traditionally shied away from flavours, Pernod Ricard Irish Distillers voiced a desire to “challenge the traditional perceptions of whiskey”.
To coincide with the releases, Pernod Ricard also gave its core Paddy Irish Whiskey blend a packaging overhaul.
For more information, click here.
Ballantine’s Brasil
Chivas Brothers followed Bacardi into the flavoured “Scotch” territory with the release of lime-flavoured Ballantine’s Brasil in December last year.
However, unlike Bacardi, the group labelled its flavoured expression clearly as a “spirit drink” as opposed to a “Scotch” whisky, adhering to SWA guidelines and EU law.
Ballantine’s Brasil is a 35% abv blend of Ballantine’s with lime flavouring that’s described as “both smooth and consistent, with the sweet and creamy flavours of Scotch balancing the refreshing lime taste”.
Amid divided opinion on the flavoured “Scotch” or “spirit drink” category, Ballantine’s global brand director Peter Moore predicted that demand for flavoured whisky would continue to grow and that the category was not just a “short-term fad”.
For more information, click here.
Red Stag Hardcore Cider
Jim Beam extended its flavoured Bourbon range and tapped into the burgeoning cider trend in the US with the release of Red Stag Hardcore Cider.
The variant, which is accompanied by the tagline “a different breed of Bourbon”, is infused with natural flavours of apple cider and vanilla to target “those who haven’t considered Bourbon before”.
It joined the ranks of fellow Red Stag flavours Black Cherry, Spiced Cinnamon and Honey Tea.
For more information, click here.
J&B Urban Honey
Diageo is the latest drinks group to jump on the flavoured “spirit drink” trend with the release of J&B Urban Honey.
Labelled clearly as a “spirit drink”, the new release is an infusion of J&B Scotch Whisky brand and honey, designed to appeal to “a new generation of men and women”.
Diageo was keen to avoid controversy by adhering to Scotch whisky guidelines with its labelling and physical differentiation from the core J&B whisky.
J&B Urban Honey, bottled at 35% abv, is described as a “characterful drink that has a balanced and smooth liquid”.
For more information, click here.
