Diageo At Odds With Scotch Whisky Association Over Potential InnovationsJanuary 26, 2018
Diageo is said to be exploring ways to change Scotch whisky’s production regulations in an effort to experiment and broaden the category’s appeal. According to the Wall Street Journal, Diageo has established a task force dedicated to challenging current Scotch production norms with concepts that reportedly include a Scotch whisky finished in ex-Tequila barrels, as well as flavored and lower-alcohol offshoots.
In a statement, Diageo said it’s “always looking at ways to innovate to both protect and secure the future success” of the Scotch category, but declined to share specific plans.
For its part, the Scotch Whisky Association (SWA) released a statement underlining that “regulations which govern the production of Scotch whisky are the solid foundation on which the industry’s success is built.”
Whisky Advocate has more on the Diageo move and its potential implications.—Christina JelskiSubscribe to Shanken News Daily’s Email Newsletter, delivered to your inbox each morning.