Diageo Creates New Scotch Whisky Division

By Publications Checkout
Diageo Creates New Scotch Whisky Division

Diageo has launched a new Scotch whisky division, named Whisky Union, whose drinks will shortly be available in Germany and Austria, ahead of a wider rollout, TheDrinksBusiness.com reports.

Smoky Goat (€24) and Boxing Hares (€22) are the names of the first two Scotch-whisky releases. The former is reportedly smoky sweet in flavour, and the latter infused with hops. Huxley, which will be Whisky Union’s third release, will be a blend of American, Scotch and Canadian whiskies.

Diageo said, “Our whiskey makers’ creations are about exploration of flavour and pushing the 55 boundaries of blending.

“They are unorthodox, weird and wonderful, and possibly like nothing you’ve ever tasted before. This concept is about experimenting, testing and giving freedom to our makers’ imaginations, and giving our consumers a range of completely different styles and personalities of whiskey.

“We believe these brands and a new way of bringing them to market will allow us to reach a new group of people who will not have engaged with whiskey before.”

© 2015 European Supermarket Magazine – your source for the latest retail news. Article by Peter Donnelly. To subscribe to ESM: The European Supermarket Magazine, click here.