The Tasting Panel magazine

MARCH 10

Issue link: https://digital.copcomm.com/i/7240

Contents of this Issue

Navigation

Page 34 of 92

ScotcH report 34 / the tasting panel / march 2010 T he Famous Grouse is Scotland's long- time blended scotch, based on witty advertising and a product with The Macallan and Highland Park, two top- rated single malts, at its core. Recently the brand has been trialing some product vari- ants, which are now reaching the U.S. One important development has been The Black Grouse (SRP $27), a premium expression that includes smoky Islay whiskies to give a more intense fl avor. Picking up on the trends among whisky mavens to fuller-fl avored, peaty styles, The Black Grouse was launched in Florida but already plans a roll-out to fi ve further metro markets. Brand Manager Marc S. Bromfeld at importer Rémy Cointreau USA told me, "Response has been fantastic; consumers in search of a peaty blend have stepped up and been pleased with the product." And they're equally bullish at Dewar's, where the house style is for a sweeter, more mellow signature based on the Aberfeldy single malt. Brand education continues as a major focus, with selected on-premise accounts being offered the Dewar's Discovery program, in which a Dewar's Brand Ambassador trials con- sumers with three 12 year old scotches; responses are recorded on a custom PDA. And, despite tight market conditions, the super-premium 18 Year Old version sold out its 2009 allocation in 5 months, accord- ing to Dewar's VP Fannie Young, who says, "The trade and consumer response has been very positive, as demonstrated by re- orders in the off- and on-premise." Diageo's Johnnie Walker continues to stride through the world of blended scotch, as the brand's core expression, Johnnie Walker Black, celebrated its 100th anniversary last year. On-line, brand en- thusiasts can join the Striding Man Society to "discover exclusive privileges and ideas with which to mark your past and future achievements." Finally, Chivas Regal Brand Director Larry Neuringer was also in up-beat mood despite acknowledging that his brand had slipped from its once iconic status. "The ship has been listing and will take a few years to fi x," he told me frankly, "but this is a ten-year commitment by the company. We're cautiously optimistic, and our fi rst year results are spectacular." Like Dewar's, Chivas is majoring on their 18 Year Old product, typically a $60–70 off- premise ticket, and a team of young and personable brand ambassadors is driving home the "Live with chivalry" message in six major "grow markets." "This recession will loosen its hold," says Neuringer. "The Scotch took 18 years to be ready—we can wait it out." by Ian Buxton splendid blended the last tWo coluMns have focused on single Malts; tiMe then to turn to BleNDeD ScotcH and hear froM soMe category leaders Chivas is concentrating on its 18 Year Old in six major "grow markets." Top: The Black Grouse is a premium expression of The Famous Grouse that includes smoky Islay malts. Above: A brand with legs: Johnnie Walker Black is the core expression.

Articles in this issue

Archives of this issue

view archives of The Tasting Panel magazine - MARCH 10