# Sweetened Syrupy Scotches Dewar's Highlander Honey Hopes to Draw in Modern Urban Consumers By Meghan Young | Published 2013-03-28 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/dewars-highlander-honey References: [psfk](http://www.psfk.com/2013/03/sweet-honey-scotch.html) & [bacardilimited](http://www.bacardilimited.com/our-brands/dewars-blended-scotch-whisky) [Dewar's](https://www.trendhunter.com/trends/dewars-french-smooth) Highlander Honey is the perfect scotch for those who like the drink but can't necessarily handle the burn. Sweetened just enough to attract a wider audience, something that many alcohol brands are endeavoring to do of late, it is particularly aiming to reel in new, urban and modern consumers. Infusing hand-chosen [Scottish honey](https://www.trendhunter.com/trends/cranberry-ginger-blossom-honey) into its original Dewar’s White Label blend, Dewar's Highlander Honey is inspired by the surroundings of its Aberfeldy distillery, which happens to be the home of a local apiary. The result is a mellow whisky with a smooth and buttery composition. Although slightly unorthodox, Dewar's Highlander Honey does continue to showcase traditional and indigenous Scottish ingredients, which is the most important thing. ## Trend Insights (Trend Hunter) - Score: 2.6/10 - Popularity: 35% | Activity: 34% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Drinking](https://www.trendhunter.com/drinking) ## Key Themes ### Why This Trend Is Growing - **Sweet Alcohol:** Sweetened alcoholic beverages are becoming popular among modern consumers. - **Innovative Blends:** Alcohol brands are experimenting with new blends to attract wider audiences. - **Local Ingredients:** Using locally sourced ingredients to create unique alcohol blends is gaining momentum. ### Industries Being Reshaped - **Alcohol:** The alcohol industry can benefit from offering sweetened and innovative blends. - **Hospitality:** The hospitality industry can use sweetened alcoholic beverages like Dewar's Highlander Honey to cater to modern urban consumers. - **Food:** The food industry can incorporate locally sourced ingredients, like honey from local apiaries, to create unique dishes and cocktails. ## Related on Trend Hunter - [Pastry-Inspired Whiskys](https://www.trendhunter.com/trends/nectarosity.md) - [Fruit-Forward Blended Spirits](https://www.trendhunter.com/trends/dewars-french-smooth.md) - [Balanced Honey-Infused Liqueurs](https://www.trendhunter.com/trends/hard-honey-liqueur.md) - [Global Scotch Whisky Campaigns](https://www.trendhunter.com/trends/heres-to-the-story.md) - [Spicy-Sweet Honey Drizzles](https://www.trendhunter.com/trends/the-scottish-bee-company.md) - [Limited-Edition Golf-Inspired Whiskies](https://www.trendhunter.com/trends/champions-edition.md) - [Summer-Ready Elevated Cocktail Experiences](https://www.trendhunter.com/trends/summer-cocktail-culture.md) - [Summer-Ready Scotch Whisky Cocktails](https://www.trendhunter.com/trends/scotch-whiskey-cocktails.md) - [Japanese Oak Cask-Finished Whiskeys](https://www.trendhunter.com/trends/japanese-smooth.md)