Thirty-three million reasons to #lovescotch
Diageo has long been a leader in the Scotch whisky category, we export 33 million cases of scotch from Scotland to all around the world every year, it makes up a quarter of our global net sales and is very much at the heart of our business.
Feature 22 NOV 2016
From much loved brands like Johnnie Walker – the no 1 scotch in the world – to Buchanan’s, which is now the no 2 premium scotch in the US, our incredible range of single malts and recent launches like Haig Club, means we have an unrivalled and broad portfolio of scotch brands that appeal to a range of consumer tastes, different occasions and different price points.
Scotch has a strong, vibrant future, it is no longer the drink of our fathers or grandfathers, people all over the world from young adults in Manhattan to the emerging middle class around the world who are enjoying and discovering the flavours and diversity of scotch.
Today, consumers are interested in the craft and heritage of products and we don’t believe there is another spirit with as much of this as scotch, it is the most highly regulated and protected spirit in the world, which adds to its integrity, authenticity and of course it’s quality. We have 29 whisky distilleries in all four corners of Scotland where the skill of our distillers, coopers and blenders come together to create the rich flavours that go into every bottle.
At the centre of our scotch portfolio is Johnnie Walker, the world’s most valuable spirits brand, best-selling Scotch whisky for more than 60 years and the largest craft Scotch whisky brand in the world, selling nearly 17 million cases and worth about £1.4 billion in net sales..
Johnnie Walker has a rich history dating back hundreds of years but we believe an even richer future. Leaning on the generations and centuries of craftsmanship and innovation before them, our 12 experienced blenders in Scotland are experimenting with new ways to create exceptional new flavours.
At any one time our blenders are undertaking hundreds of experiments from adjusting atmospheric conditions, using different types of woods and finishes in casks and different grains, or sourcing whisky from more than eight million casks from 30 distilleries across Scotland in the pursuit of exceptional new flavours.
In September 2016, we launched a limited edition of Johnnie Walker blends called Blender’s Batch in selected markets around the world. These blends showcase the skill and soul of the art of blending. Johnnie Walker Blenders’ Batch Red Rye Finish; Johnnie Walker Blenders’ Batch Bourbon Cask and Rye Finish; and Johnnie Walker Blenders’ Batch Triple Grain American Oak have been designed ‘from the bar back’. Giving bartenders and whisky fans at home the ideal blends to make exceptional Scotch-based cocktails.
We are confident that scotch will remain the world’s favourite whisky.