Whisky-making giant Diageo is looking to change Scotch whisky production with a new initiative. Diageo currently produces popular brands such as Johnnie Walker, Bell's and Talisker, and while its commitment to these brands is unwavering, the alcoholic beverage conglomerate wants to innovate the flavors of Scotch. Some new ideas include ageing the liquor in old tequila barrels, designing low-ABV blended whiskies and even adding chocolate to the mash during fermentation. While this may upset some purists, Diageo is hoping its efforts will produce higher quality products and will draw in new customers.
This innovation comes at a time when Scotch whisky production has taken a deep slide as demand for the product has dropped. This move by Diageo has raised some questiong from The Scotch Whisky Association, which enforces regulations on Scotch production, but it has not ruled out allow Diageo's new changes. This change in Scotch whisky production may be the first change implemented in years, but could see real innovation change the industry that has remained the same for decades.
Rule-Changing Whiskies
Diageo Wants to Change Scotch Whisky Production to Boost Dying Sales
Trend Themes
1. Innovative Whisky Production - Diageo's initiative to change Scotch whisky production opens up opportunities for new flavors and higher quality products.
2. Alternative Aging Methods - Aging whisky in old tequila barrels presents a disruptive innovation opportunity in the whisky industry.
3. Novel Whisky Blending - Designing low-ABV blended whiskies allows for innovative products that cater to changing consumer preferences.
Industry Implications
1. Alcoholic Beverage Manufacturing - The changes in whisky production by Diageo impact the alcoholic beverage manufacturing industry, encouraging other companies to explore innovative approaches to product development.
2. Scotch Whisky Production - The traditional Scotch whisky production industry is being disrupted by Diageo's new initiative, potentially creating room for other distillers to experiment and innovate.
3. Chocolate and Whisky Fusion - The addition of chocolate to the whisky mash during fermentation opens up opportunities for collaboration between the chocolate and whisky industries, creating unique and enticing products.