Diageo targets Chinese with White Horse Scotch

Diageo is targeting Chinese travellers celebrating the Year of the Horse with the limited edition release of White Horse Gold Edition 1890.

Diageo hopes its White Horse Gold 1890 will catch the attention of Asian travellers this Chinese New Year

The travel retail exclusive, which will be given a global release in January 2014 at the start of the Chinese New Year, is a blend of malt and grain whiskies from Islay and the Highlands.

Described as “creamy, sweet and robust”, White Horse Gold Edition 1890 has been named after the year the brand was first introduced by Peter Mackie.

“In Chinese culture, the horse symbolises power and success, so we are hopeful that the launch of this special blend, crafted to celebrate the Year of the Horse, will echo this sentiment.

“We are confident that this limited edition will appeal to the Asian traveller.”

White Horse Gold Edition 1890 will be released prior to the new year in Asia-Pacific markets in mid-December, followed by Europe and the Middle East, carrying an RRP of US$23 for one-litre. It will be available for six months only.