|A Dewar's portfolio.|
Now, Dewar’s has announced it will roll out a honey-flavored whisky in the U.S. in April, targeting younger and female drinkers.
“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,” said Arvind Krishnan, brand managing director for Dewar’s.
“Younger consumers are migrating to bourbon because of all the energy and excitement the flavors have created, and I think Scotch brands can do the same for their category.”
Wild Turkey American Honey has been particularly successful, with sales up by 45% during last year. Other flavored whiskies have been introduced by Beam (Jim Beam Honey, Red Stag), Brown-Forman (Jack Daniel’s Tennessee Honey), Diageo (Bushmills Honey, Crown Royal Maple Finished). Look for even more to come, especially from craft distilleries.