Diageo’s experimental Whiskey Union concept is fundamental to the group’s Scotch growth strategy.
What exactly is the most ‘unorthodox and weird’ thing about Diageo’s new Whiskey Union range?
Could it be the seemingly whimsical way these whiskies have been assembled and launched? It took the group just six months to create the concept – an unusually brief period considering most NPDs are on the table for two years before they come to fruition.
Or is it the fact that Diageo has in the past insisted Bourbon is not taking market share from Scotch, but its Smoky Goat is now strategically placed to appeal to Bourbon drinkers with its ‘sweet’ flavour profile and deliberately competitive price point? It’s a strategy that Diageo is not alone in following.
The Mobsprey: the new face of Scotch whisky?
Perhaps it’s Huxley's bizarre description as a ‘rare genus whiskey’, which is not only spelled rather confusingly with an ‘e’ when it contains multiple types of whiskies, it’s also such a bewildering term that even Wikipedia’s definition is dizzying to follow.
Furthermore, instead of taking its branding cues from a particular region’s geography, heritage or weather, Huxley is more aligned with a macabre Victorian fascination in taxidermy, featuring a nightmarish chimera of a moose, bobcat and osprey, named Mobsprey, on its label. Is Diageo developing a morbid side?
Meanwhile, adding hops to a whisky mash is not necessarily a brand new concept – several independent distilleries in Canada and America have been experimenting for at least a decade (see Charbray, Sons of Liberty, Corsair and JP Wiser’s) – but never before has there been a hopped ‘Scotch’ in the form of Boxing Hares (admit it, ‘hopped Scotch’ has a certain ring to it, even if it moves the SWA to pull out its rulebook and wagging finger as it’s technically incorrect).
The entire concept is so far outside Diageo’s comfort zone that it’s unorthodox by its very nature. The world’s biggest drinks group launching a new product, let alone three, before it’s been properly tested and considered? Blow me down.
The drinks industry is well aware that most new product developments (NPDs) are doomed to fail, but for the first time, a large drinks group is openly admitting it expects that. Is this transparency a way for Diageo to appeal to Joe public who has lost faith in sinister large corporations?
Bourbon, beer and hipster: Covering all consumer trends with Whiskey Union.
A more cynical person than myself might suggest Whiskey Union smacks of desperation to claw back declining sales for Diageo’s Scotch category by covering all current trend bases in one swoop. It’s become a case of chasing consumer spend rather than investing in doing Scotch better.
Craft products? Check. Millennials targeted? Check. Transparency? Check. Combatting interest in Bourbon and beer? Check. Enticing new entrants to the category? Oh yes.
But on the other hand, Diageo is addressing a factor that has long been missing from Scotch whisky but is present in every other major brown spirits category – fun. Aside from William Grant’s Monkey Shoulder, which other Scotch brands meet the needs of the younger consumer who’s out to party?
It’s all very well having an aspirational brand such as Johnnie Walker or Buchanan’s as an entry level Scotch, but where is Diageo’s answer to Jack Daniel’s or spiced rum, that party spirit that can be mixed with coke without stigma attached? Diageo may be driving Smoky Goat on the rocks, but its sweet and smoky flavour profile is perfectly suited to cola, while its cheeky, quirky personality positions it nicely as a trendy, fun serve.
Ultimately, the most unusual thing about Whiskey Union is that with it Diageo is finally addressing a gap in the market that its prior preoccupation with tradition and heritage in Scotch whisky blinded it to.
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