Diageo launches honey ‘Scotch’ whisky

Diageo has launched a new honey-flavoured “spirit drink” based on its J&B Scotch whisky in an effort to open up the whisky category to the next generation.

J&B Urban Honey, a 35% abv spirit made from J&B Scotch Whisky and infused with honey is described by its makers as a “characterful drink that creates a balanced and smooth liquid” which can be enjoyed neat or in cocktails.

To ensure compliance with Scotch Whisky Association guidelines in making and marketing Scotch whisky, its bottle has been clearly labelled as a spirit drink rather than a flavoured Scotch whisky, differentiating it from its parent brand.

Dougal McGeorge, global J&B brand director, said: “Creation of J&B Urban Honey is true to the urban roots of the J&B brand and its reputation for re-invention in the whisky category.

“The rapid growth of flavoured spirit drinks made J&B a natural choice for us as we looked to drive innovation.”

Its launch marks a growing popularity for honey based spirit drinks – a category which has grown in recent years, particularly within the Bourbon category.

in 2012 Jack Daniel’s launched Jack Daniel’s Tennesse Honey closely following the launch of Jim Beam’s Honey. 

Last year Bacardi announced a range of flavoured Scotch whiskies based on its Dewer’s brand.

J&B Urban Honey will first launch in Spain from April 2014.