Bacardi Launches Dewar's Highlander Honey “Infused Scotch Specialty
Is John Dewar, Founder of Dewar’s, Turning Over In His Grave?
Several Whisky News Outlets reported this week that Bacardi, owners of the Dewar’s brand, is introducing a flavored Whisky drink to compete with the, evidently successful, flavored Bourbons and Irish whiskies that have sprung up over the last few years. This “honey” infused drink can not be called Scotch but the particulars of labeling were blessed by the Scotch Whisky Association, which is very particular about such things and they gave their approval on labeling it as a “specialty.” It is made up of Dewar’s White Label Blended Scotch and Scottish honey.
This will compete with Diageo’s Bushmills Irish Honey, Beam Inc.’s Jim Beam Honey, Brown-Forman’s Jack Daniel’s Tennessee Honey and in a more general way any whisky that has added flavoring components such as Spicebox Canadian Whisky which is flavored with vanilla and other spices, probably nutmeg and cinnamon. In the US market we also have cherry flavored and maple flavored whiskies such as Beam Inc’s Red Stag and Diageo’s Crown Royal Maple Finished whiskey.
This product and product category is pitched at the 25-30 year old brown spirit drinker.
In a Shanken News Daily article, Arvid Krishnan, VP, brand managing director of Dewar’s had this to say, “We’re trying to reach out to a younger, newer consumer and speak to them in a language that they’ll identify with, in an environment that they’ll want to be in. Dewar’s Highlander Honey takes that one step forward.
“When you look at what’s happening in Bourbon and the overall flavor trends in the U.S., we figured it was time to create an offering that is still truly Scotch, but gives those who play with flavor trends an option to play within Scotch.”
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