Beam Suntory eyes Scotch growth in Canada

Beam Suntory is tapping into Canada’s growing demand for Scotch whisky by introducing its newly combined portfolio of premium expressions to the market – Bowmore, Auchentoshan and Laphroaig.

Beam Suntory has recently combined its portfolio of premium Scotch whisky, including Laphroaig

According to the firm, Scotch whisky grew faster than any other spirits category in Canada last year at a rate of 5.9%.

Now, Beam Suntory is keen to offer Canadian Scotch whisky fans “tremendous diversity” through its Scotch whisky portfolio.

“There is tremendous diversity in Scotch, which is why it’s such an exciting spirit and appeals to so many Canadians, whether they are seasoned Scotch aficionados, just beginning their journey or maybe fall somewhere in between,” commented Deepti Gurkar, senior brand manager, luxury portfolio, Beam Suntory Canada.

“Whether you’re looking to sip on a peated malt from Islay or something more progressive – like Auchentoshan’s American Oak, a smooth and versatile Scotch that’s similar to a Bourbon ­– Beam Suntory’s diverse portfolio of premium Scotches offers a taste for everyone.”

Beam Suntory saw its sales soar 58% in the first half of its financial year, as a result of strong performances across the firm’s Bourbon and Japanese whisky portfolios.

It claims single malt Scotch whisky is experiencing a double-digit growth of 11.9% – higher than the rest of the category.

“There’s a flourishing subculture of ardent single mlalt fans out there, which plays a huge role within our newly combined portfolio,” added Gurkar. “Bringing together award-winning single malts from Bowmore, Auchentoshan and Laphroaig, means that we’re welcoming each brand’s diverse yet passionate fans into one big, happy, loud and opinionated, single malt-loving family.”