Diageo has unveiled a ‘sweeter’ Johnnie Walker Scotch whisky designed to be mixed in a bid to attract new consumers.
The new Johnnie Walker Blonde expression is made using wheat and fruity malt whiskies. Matured in sweet American oak, the resulting whisky is said to be ‘full of bright, vibrant flavour’ with notes of toffee, caramel and fresh fruit.
The blended Scotch was launched to appeal to both current and new whisky drinkers.
Diageo said the way drinks are being consumed is evolving, with consumers socialising earlier or in more relaxed spaces, and sipping long drinks slowly. As such, Johnnie Blonde is ‘made for this occasion’ as it can be consumed in long serves, including mixing it with lemonade, cola or ginger.
Michael Ward, head of innovation at Diageo, said: “Johnnie Walker has always been built on progress, on a desire to constantly push boundaries and explore new flavours, experiences and serves. Johnnie Blonde is borne out of that same philosophy.”
Johnnie Walker Blonde will debut in select pilot cities across the world, including Monterey, Mexico; Curitiba, Brazil; Bangkok, Thailand; Sofia, Bulgaria; and Houston, US; as well as in Germany through a number of partners. It will launch in March 2021, priced at RRP US$24.99.
This is not the first time Diageo has created a ‘sweeter’ Scotch whisky. In 2018, the firm released a “more delicate, slightly sweeter” variant of its Singleton single malt.
Via The Spirits Business