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Top 10
SB’s most-read stories in September
A lot happened in the world of spirits in September, but which online stories got our readership clicking the most?
Dominating our most-read list this month is Diageo, a firm that has been responsible for seven of the 10 most-read stories on The Spirits Business online over the past month. From acquisitions to pay deals and several prominent launches in between, it was certainly a busy September for the UK-headquartered drinks giant.
Meanwhile, news of the release of the world’s oldest whisky was big enough to stop the spirits behemoth from taking all three spots on the most-read podium.
Keep scrolling to find out which other stories captured our readers’ attention last month.
Redbreast debuts 18YO
The addition of an 18-year-old expression to Redbreast’s permanent range was certainly a hit with our readership last month. Launched on 12 September, the Irish whiskey was created from malted and unmalted barley and triple-distilled in traditional copper pot stills, before being aged in a combination of ex-Bourbon, oloroso Sherry, cream Sherry and ruby Port casks.
SB visited Redbreast’s distillery in County Cork for the launch, and heard first-hand from Billy Leighton, master blender emeritus, about why the brand chose to add an 18-year-old expression to its portfolio.
Click here to read the full story.
Diageo acquires Ritual Zero Proof
In September, Diageo proved just how serious it is about the no-and-low alcohol sector by putting its money where its mouth is and buying Ritual Zero Proof.
After acquiring a minority stake through its brand accelerator Distill Ventures in 2020, the firm fully acquired Ritual Zero Proof Non-Alcoholic Spirits, which Sally Grimes, CEO Diageo North America, said is “the number-one brand in the fastest-growing adult beverage category, and meets growing consumer demand for a flavourful and sophisticated”.
Click here to read the full story.
El Dorado Cask Strength could redefine rum sector
Speaking to The Spirits Business last month, Shaun Caleb, master distiller at Demerara Distillers – producer of El Dorado Rum – said the premium rum trend presents a “significant opportunity” for the brand to “strengthen its market position and continue to grow its brand as a key player in the global rum industry”. Needless to say that struck a chord with our readership, who proceeded to make this story one of our most-read of the month.
Click here to read the full story.
Diageo reveals its 2024 Special Releases
Every year, whisky collectors and drinkers around the globe wait to see how Diageo is going to reimagine its core line-up of Scotch whisky brands, and this year, that eagerness presented itself in a whole lot of clicks for the announcement. In fact, despite only being released last week (26 September), this story has become one of the most-read of the month, such is the power of Diageo’s Scotch portfolio.
The theme for 2024, Spirited Xchange Second Edition, continues to challenge expectations in craft and whisky experiences by asking ‘what if?’, and builds on the two-decades-long legacy of the Special Releases, which have continuously celebrated exceptional and rare whiskies.
Click here to read the full story.
Baileys debuts cinnamon churros flavour
Baileys is one of those brands that knows how to boss a limited edition flavour, and this playful expression really tapped into the sweet-toothed desires of its consumers, if our readership figures are anything to go by.
Only available for a limited time, the new liqueur, inspired by the classic fried dough pastry, combines Irish cream, Irish whiskey, cinnamon and vanilla flavours.
Click here to read the full story.
Diageo workers accept pay deal
Diageo wasn’t just in the news for its product releases this month. At the beginning of September, a pay dispute with its workers was settled after GMB Scotland and Unite members backed a 10.3% pay rise offered by drinks giant.
Unite revealed the deal is split into two parts, with the first increase of 8% from July until January 2025, with an increase in real terms of around 2.3% in July next year.
Click here to read the full story.
Johnnie Walker Black Ruby makes GTR debut
There’s something about Johnnie Walker that our readers simply can’t resist, as the top end of our most-read stories list proves.
Created by master blender Dr Emma Walker, Johnnie Walker Black Ruby is made with whiskies from all four corners of Scotland, and has been inspired by Johnnie Walker Black Label. Diageo has unveiled this ‘sweeter’ blend at its TFWA stand in Cannes this week.
Click here to read the full story.
Johnnie Walker trials paper bottle in on-trade
A bit of brand déjà vu for you here, as Johnnie Walker makes its second appearance in as many spots.
The news that the blended Scotch brand would begin trialling a new bottle made from 90% paper and a very thin plastic liner broke in September. The development means the paper-based bottle is approximately 60% lighter than the traditional glass bottle. To begin with, the bottle will be available exclusively at Johnnie Walker Princes Street’s 1820 Bar in Edinburgh, Scotland.
Click here to read the full story.
The Macallan releases world’s oldest whisky
Sitting pretty in a Johnnie Walker sandwich is the news that The Macallan beat its own world record last month by releasing a new world’s oldest whisky, this time in celebration of its bicentenary.
Part of its Time: Space Collection, the dual chamber vessel includes the oldest whisky released by The Macallan at 84 years old, which is housed in the outer chamber. Bottled at 43.4% ABV, the 84-year maturation has produced a rich natural colour, and brings ‘exceptional depth’ as well as richness and full, long-lasting flavour unique to this rare, aged single malt Scotch whisky. Meanwhile in the second chamber is a second single malt that marks the first from the Macallan’s new distillery – a vintage from 2018.
Click here to read the full story.
Johnnie Walker unveils world’s lightest whisky bottle
Not only has Johnnie Walker scored a hat-trick in our most-read stories round-up, but it scored a double in the innovative packaging category.
The most-read story on The Spirits Business online in September was the news that the Scotch brand has introduced a limited edition Blue Label Ultra, encased in the lightest glass whisky bottle in the world.
Johnnie Walker Blue Label Ultra is the result of five years of experimentation in an aim to push ‘the boundaries of luxury, craft and innovation’. Claiming to be the world’s lightest 700ml Scotch whisky glass bottle, the format was revealed at the London Design Festival on Saturday 14 September.
Click here to read the full story.
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