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Top 10
SB’s most-read stories in October
Packaging innovations, really old whiskies, and an A-list celebrity spirits launch all feature in this round-up of the 10 most-read stories on The Spirits Business online in October.
With two stories from Johnnie Walker making their second appearance in a most-read round-up this month, its clear that the blended Scotch brand has a hold over our readers. Much like any article that has anything to do with a celebrity, as our third most-read story of the month proves.
Keep reading to see which stories caught our readers’ attention throughout October.
Johnnie Walker trials paper bottle in on-trade
Our third most-read story from September is now our 10th most-read story in October. Turns out our readers really love reading about packaging innovations in the Scotch whisky world.
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.
Johnnie Walker Black Ruby makes GTR debut
Another story that is making its second appearance in one of our most-read lists is the news that Johnnie Walker debuted a new ‘sweeter’ blend of its Black Label whisky at its TFWA stand in Cannes in September.
Created by master blender Dr Emma Walker, Johnnie Walker Black Ruby is made with whiskies from all four corners of Scotland, and will be available exclusively in travel retail next year.
Suntory unveils Hibiki 40 Years Old
Created by Suntory’s chief blender, Shinji Fukuyo, Hibiki 40 Years Old was revealed last month, and our readers were keen to learn more about the ‘harmonious blend’ that is bottled at 43% ABV and carries an RRP of £33,150 (US$35,000).
The liquid used to make the blend was aged in a mixture of casks, including barrels made from mizunara Japanese oak, Spanish oak and American oak. Tasting notes include aromas of Japanese loquat, dry lemon peel, and clove. The palate is said to offer flavours of acacia honey and dry fig, ending with an aromatic aftertaste.
Johnnie Walker teams up with Squid Game
To celebrate the launch of Squid Game Season 2, which returns on 26 December this year, Johnnie Walker released a limited edition design for bottles of its Black Label whisky.
The bottles are designated with the numbers 001 to 456, which is how many characters are competing in the new series, and also gives consumers the opportunity to ‘pick their player’ via bottle.
Diageo takes Pimm’s off the market
Drinks giant Diageo had been hoping to offload its ‘quintessentially British’ seasonal brand Pimm’s this year, but following failed attempts at agreeing terms with potential bidders, the brand was taken off the market and will remain under the ward of the British firm.
This year, Pimm’s reportedly saw a drop of 19% in sales compared with the year prior. This may be attributed to the UK experiencing the coolest summer since 2015, and Wimbledon seeing a lower attendance due to ‘almost a month’s worth of rain’ falling during the tennis tournament.
Chivas Regal 18 reveals 25% lighter bottle
Any brand that chooses to ignore the need to innovate when it comes to packaging sustainability risks being left behind, as the fifth most-read story of the month demonstrates.
Chivas Regal’s redesigned bottle, featuring a weight reduction on its flagship 70oml bottle and fully recyclable outer packaging, reaffirms the brand’s wider commitment to reducing its environmental impact.
Crown Royal releases oldest whisky yet
Diageo-owned Canadian whisky Crown Royal added to its Higher Marques portfolio with the third edition of its Extra Rare Series, which has been aged for 31 years and follows 2024’s 30-year-old release, which at the time was the brand’s oldest expression.
Bottled at 46% ABV, Crown Royal Aged 31 Years retails for US$599 for a 750ml bottle and is available in select regions, including Arizona, California, Delaware, Florida, Georgia, Illinois, Louisiana, Michigan, Ohio, Pennsylvania, and Texas.
Dr Dre and Snoop Dogg launch gin
Following the debut of Gin & Juice this year, rappers Dr Dre and Snoop Dogg entered the spirits sector in October with the launch of Still G.I.N – a story that our readers were all over.
Similar to how the RTD range pays homage to Snoop’s 1994 single Gin and Juice produced by Dr Dre, the new gin is inspired by another song from the pair during the 90s, Still D.R.E.
“This is not a liquor that we’re just putting our name on,” Dr Dre explained. “It’s just like we did with Beats headphones. Everything is us from the ground up: the gin, the flavour, the packaging.”
Diageo on taking Indian single malts global
The chief innovation officer of Diageo India shared with us how the company created a single malt that aims to put the country on the world stage, a story that was the second most-read on our website last month.
Vikram Damodaran, chief innovation officer of Diageo India, told us: “When Diageo took over the United Spirits business in India, there were two primary reasons that drove that decision.”
One, he said, was the opportunity base for total beverage alcohol [TBA] in India, which has continued to grow over time, while the second was India’s economic growth.
Demand ‘softens’ for Japanese whisky
And taking the top stop in our list of the most-read stories in October is the news that after exploding in demand a decade ago, Japanese whisky sales have started to moderate as more brands enter the market.
In July 2023, spirits retailer Amathus Drinks reported a 186% increase in Japanese spirits sales since 2019, however “growth in high-value Japanese whisky in the past year plateaued due to demand outstripping supply”.
Furthermore, with price hikes on bottles across the category, a slowdown in Japanese whisky sales at auction has also been noticed by retailers.