The Bacardi-owned Dewar’s Scotch cast is entering the advancing flavored whisk(e)y class with its barrage of Dewar’s Highlander Honey. Rolling out in April, the 80-proof, honey-infused alms will be priced at a slight exceptional to the brand’s amount White Label variant. The new access is allotment of Dewar’s all-embracing efforts to appoint adolescent LDA consumers, decidedly amber alcohol drinkers in the 25- to 29-year-old range.
“We’re aggravating to ability out to a younger, newer customer and allege to them in a accent that they’ll analyze with, in an ambiance that they’ll appetite to be in. Dewar’s Highlander Honey takes that one footfall forward,” says Arvind Krishnan, carnality president, cast managing administrator for Dewar’s. Krishnan adds that Dewar’s is targeting a adolescent demographic with its advancing “The Drinking Man’s Scotch” campaign, which launched backward aftermost year and additionally marks Dewar’s aboriginal TV announcement back 2007.
Highlander Honey joins Dewar’s flagship White Label, 12-year-old, 18-year-old and Signature attenuated Scotch expressions, as able-bodied as its distinct malt portfolio, which appearance Dewar’s Aberfeldy 12-year-old and Aberfeldy 21-year-old. According to Krishnan, the new access could eventually be allotment of a beyond flavored Scotch range.
The more awash flavored whisk(e)y area has emerged as one of the U.S. alcohol market’s fastest-growing categories. Bourbon brands such as Jack Daniel’s Tennessee Honey, Jim Beam Red Stag and Wild Turkey American Honey (Campari) are all arch the trend with absorbing growth, and Canadian whisky launches like Black Velvet Toasted Caramel (Constellation) and Crown Royal Maple Finished (Diageo) accept followed. Diageo’s Bushmills Irish whiskey additionally alien a honey-flavored alternative aftermost year.
“When you attending at what’s accident in Bourbon and the all-embracing acidity trends in the U.S., we ample it was time to actualize an alms that is still absolutely Scotch, but gives those who comedy with acidity trends an advantage to comedy aural Scotch,” explains Krishnan. “Younger consumers are brief to Bourbon because of all the activity and action the flavors accept created, and I anticipate Scotch brands can do the aforementioned for their category.”
Tagged : Bacardi, Scotch whisky
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