NEW EDINBURGH BAR OFFERS EVER-CHANGING SPECTRUM OF whisky FLAVOURS 

The Scotch Malt Whisky Society unveils Kaleidoscope Whisky Bar at its 28 Queen Street venue following massive makeover

Whisky fans in Edinburgh and visiting single malt lovers from all over the world are in for a treat this August with the news that The Scotch Malt Whisky Society (SMWS) has launched Kaleidoscope Whisky Bar, as part of a major refurbishment of its 28 Queen Street venue.

Kaleidoscope, which opened its doors on 1^st August, will be Edinburgh’s ultimate whisky destination, welcoming everyone from novices to connoisseurs, and locals and international visitors, to explore its ever-changing spectrum of whisky flavours. More than 200 rare single malt whiskies and other spirits are available at the bar each month, with the selection changing regularly throughout the year.

The £300,000 project saw the whole venue, which was first opened in 2004, transformed with a striking new look combining classic features with contemporary design created by Surface ID, the Glasgow designers behind renowned venues such as Stravaigan, Left Bank and Grosvenor Café.

The Society uniquely releases a new selection of its rare single cask single malt whiskies every month, providing Kaleidoscope with a constantly changing menu of choices to explore. A limited range of extremely rare proprietary whiskies carefully selected for the SMWS by a special guest curator will also be available at the bar.

In addition to the whiskies, the bar offers classic whisky cocktails with a Society twist, beers partners Paolozzi Edinburgh Beer Factory and Alechemy, and a range of bar food including sharing platters, a grill section and pairings with whisky.

As part of the refurbishment project, Kaleidoscope takes pride of place on the ground floor of the Georgian townhouse venue at 28 Queen Street, visible and accessible from street level.

The Dining Room restaurant, previously on the ground floor, moves upstairs to the first floor. It has been expanded and features a bespoke Charles Heidsieck champagne table, a unique experience in Edinburgh, which offers diners a 5-course meal matched with Charles Heidsieck champagnes.

A large unique piece of artwork representing the Society’s single cask ethos adorns the main wall in the Dining Room – the 1.5m work which is made from whisky barrels and holds around 220 Society bottles, was designed by Scott Associates.

In addition to the new bar, the Society has also unveiled a number of other changes including a shop selling over 100 bottles of its whisky, and, on the top floor, two new private lounges exclusively for its members.

Jan Damen, Operations Director for the Society, said: “Transforming our venue with this top-to-toe makeover and opening our new Kaleidoscope Whisky Bar is a hugely exciting step in the history of The Scotch Malt Whisky Society.

“Kaleidoscope is open to all types of visitors, from local whisky fans to international visitors who are just starting out on their whisky journey. The Society is all about exploring the spectrum of flavours within the whisky category and we’ll have one of the biggest selections of rare single malt whisky in the country. More importantly, our selection will change constantly as we release new whiskies each month, providing guests with new flavours of whisky to discover each time they visit.”

The Society will host a free open house event on 5^th August – https://www.smws.com/qs-open-house 

More information: 

Kaleidoscope Whisky Bar at The Scotch Malt Whisky Society, 28 Queen Street, Edinburgh

https://www.smws.com/qs-open-house

@SMWSUK

#SMWSkaleidoscope

Notes:  

About The Scotch Malt Whisky Society  

• The Scotch Malt Whisky Society releases new whiskies each month
•  The Society bottles the finest single malt whisky from around 350 single casks every year from a range of more than 132 distilleries. The very nature of the single cask means that each bottling offered by the Society is limited.
• The Society was established in Edinburgh in 1983 and now has more than 26,000 members around the world with branches in 19 countries.
• Members can choose from the world’s widest selection of single cask, single malt whiskies with only the very best selected and approved by the Society’s respected Tasting Panel.
• Exclusive Members’ Rooms are located in Edinburgh and London for tastings, dinners, meeting and presentations.
• Annual renewal after the first year is £61.50
• For more information, visit www.smws.com

Fringe Benefits

Probably Scotland’s smallest distillery will be exhibiting its malt spirit range at The Whisky Fringe 2016

For the first time in its three-year history, probably Scotland’s smallest distillery, Strathearn, will be attending The Whisky Fringe, in its own right, at Mansfield Traquair in Edinburgh from 12-14^th August 2016.

Having earned a reputation producing top-quality gins, Strathearn are no strangers to creative distilling; however, their classic Scotch is nearing full maturation. For the last few years, they have been maturing their whisky in oak casks and in December, it will reach three years old – the minimum age to be considered Scotch whisky – so purists will have to wait until then to sample it.

Visitors at the Whisky Fringe will be able to taste limited batch Uisge Beathas and learn about the history of Strathearn and its whisky development. This is the Gaelic phrase meaning ‘Water of Life’ and believed to be where the word ‘whisky’ originated. These spirits will reflect the innovative approach to distilling that Strathearn employs because none of them have been near an oak cask, but instead have been aged in cherry, mulberry, chestnut and other casks. Pre-Great War whiskies recreated.

Tony Reeman-Clark, Founder of Strathearn Distillery said:

“Strathearn is the first of a new generation of small distilleries to bring its single malt single cask whisky to market. The Whisky Fringe 2016 provides the perfect opportunity to start the countdown to our third birthday on 23^rd August and the soon to be released 100 bottles.”

The Whisky Fringe is an annual event celebrating this Scottish spirit hosted by Royal Mile Whiskies with the stunning backdrop of the Mansfield Traquair in Edinburgh. There will be 26 exhibitors with over 200 whiskies to try each day.

Notes 

• Strathearn Distillery was established in 2013 by Tony Reeman-Clark who has a passion for whisky and small scale distilling.  Production began in the October of 2013, with their first cask being filled with Strathearn new-make spirit. After three years of maturation, the first Scotch Whisky will be released before the end of this year.  Strathearn also produces a range of highly acclaimed Scottish gins, experimenting with innovative production techniques and flavour profiles.
• Working on a single cask, single malt basis allows Strathearn to experiment with different wood types and finishes, as well as appreciating the natural variations that occur throughout spirit production, influenced by the climate and ingredients used.

EDINBURGH Psychologist CREATES TEST TO PREDICT the PERFECT WHISKY FOR YOUR PERSONALITY 

Dr Adam Moore and The Scotch Malt Whisky Society launch ‘Flavour Behaviour’ test after six-month international scientific study

How does your personality determine what flavours you prefer? And is there a way to predict the perfect whisky flavour for someone? Those are the questions Dr Adam Moore and The Scotch Malt Whisky Society (SMWS) are seeking to answer with the launch of their ‘Flavour Behaviour Test’.

The psychometric test (http://www.flavourbehaviour.com/), which matches personality types to flavours of whisky, is the result of a six-month international scientific study carried out by Dr Moore, a psychologist and research scientist based at the University of Edinburgh*, and the SMWS.

To create the predictive test, Dr Moore and the SMWS conducted quantative research with more than 300 volunteers at tasting events in Edinburgh, London, Islay, Washington D.C., Vancouver and Melbourne.

Each volunteer answered a personality test measuring the ‘Big 5’ personality dimensions (Openness to Experience, Conscientiousness, Extraversion, Agreeableness, Neuroticism). They then rated the 12 core flavours found in whisky by the experts at the SMWS such as sweet, fruity & mellow; light & delicate; juicy, oak & vanilla; oily & coastal; and heavily peated.

Dr Moore analysed the data from the test events and discovered some fascinating correlations between personality and flavour preferences. He used these findings to create an algorithm that analyses answers to the Flavour Behaviour questionnaire to predict which whisky flavours are suited to different personality types.

Dr Adam Moore said: “This has been a particularly exciting research study to be involved in as taste is the least understood of our senses, and this is the first project I’m aware of that has investigated the links between personality traits and preferences for whisky flavours.

“Together with the Society, we’ve used decision-making science and psychometric techniques to gather data from research events around the world to create this test, which we hope will help people to find the perfect whisky for them. These are early stages for this kind of research, but it’s fascinating to think where this type of study could lead for both how food and drink producers make goods and how consumers choose them.”

Helen Stewart, Senior Brand Manager at the SMWS, said: “At the Society, we explore the kaleidoscope of flavours in the whisky spectrum, rather than follow the traditional notions of whisky regions or distillery brands.

“We believe there is a perfect whisky flavour out there for everyone. The Flavour Behaviour Test is a fun and scientifically researched way to help with that search for the perfect dram – from novices struggling to find a whisky flavour they like among all the different varieties, or aficionados looking for inspiration for new whisky flavours to try.” 

Take the Flavour Behaviour test at www.Flavourbehaviour.com

@SMWSUK

#Flavourbehaviour

*Project not in official association with the University of Edinburgh

Tickets to Flavour Behaviour events during the Edinburgh Fringe Festival at 28 Queen Street available here: https://tickets.edfringe.com/whats-on/project-flavour-behaviour-personality-test

ARRAN’S INDEPENDENT SPIRIT INSPIRES THE FUTURE OF WHISKY

The Isle of Arran Distillers Ltd. is toasting impressive annual results with 2015 showing a 25% growth in net profit. In a market perceived to have stalled, the results offer a more positive view of the category and a reflection of changing market dynamics.

Driven by a 16% growth in brand sales and increased visitor numbers to Lochranza, the results, which will be filed with Companies House in the next few days, are the latest in a succession of healthy profits reported over the last six years with a 130% increase since 2010.

A consistent and considered export strategy has also led to another year of impressive growth across over 45 markets. For the industry as whole, exports are under pressure with a 2.4% downturn. Arran, however is flourishing with export representing 61% of total turnover in 2015. While France remained a core market, the tough US market made up 9% exports with rising star Taiwan contributing 7% of total overseas sales.

Despite an apparent struggle within the Scotch whisky industry to grow sales in such an established sector, Arran believe that its results represent a shift within the category and proof of the sustainability of their business model.

Euan Mitchell, managing director, commented: “We are delighted with the results which renew our dedication to creating quality whisky with a story to tell. There is an undeniable consumer desire for authenticity, something which we can deliver as an independently owned Scottish business. In contrast, three quarters of Scottish distilleries are in the hands of international businesses.

“Our success shows that it is not only possible to survive in a challenging market, but to thrive. While the larger companies might be struggling, and that prompts a negative tone, we believe that the future for whisky is very promising.

Currently celebrating its 21^st Anniversary, the distillery continues with a programme of ongoing investment. A new blending and tasting building was constructed in 2016 to welcome distributors from around the world and increase the focus on export sales. Planning permission has also been submitted for a new distillery site and visitor centre on the south of the island at Lagg.

With visitor numbers to the distillery at Lochranza up to 85,000 (from 66,000 in 2014), the new centre will accommodate this increase in whisky tourism as well as increasing capacity to meet the rising demand for the Arran Malt.

Euan Mitchell concluded: “As we toast our 21^st anniversary, we remain very buoyant about future prospects and confident that our success represents a positive outlook for Scotch whisky.”

Notes:

For more information visit www.arranwhisky.com

* Accolades for Isle of Arran Distillery include Winner for: Best New Exporter (2004), Queen’s Award for International Trade (2005), Scottish Distiller of the Year (2007), Scottish Drinks Producer of the Year (2007.) Distillery Visitor Experience of the Year (2014, 2015)

Product awards include: Best Whisky Liqueur (2007), ‘Best Single Malt Scotch 12 Years & Under’ for The Arran Malt Amarone Cask Finish (2008) ‘Best Single Malt Scotch 11-15 Years’ for The Arran Malt Sherry Single Cask 1998 (2010) and ‘Best Single Malt Scotch 11-15 Years’ for the Icons of Arran Peacock (2011.) ‘Double Gold Award’ for Arran’s 14 Year Old Single Malt and ‘Gold Award’ for Arran’s 10 Year Old Single Malt at the San Francisco World Spirits Competition (2012). Double Gold in FiftyBest.com awards (2012). Double Gold Medal for the 12 year-old Cask Strength in the San Francisco World Spirits Competition (2013). Double Gold for both the 10 year-old and 12 year-old Cask Strength at the China Wine & Spirits Best Value Awards 2014.

J. & G. Grant are delighted to announce the arrival of the Glenfarclas 1986 Refill Sherry Butts V, which takes its place as the fifth limited edition bottling from the Family Collector Series. This expression represents the 5^th generation of the Grant family and current chairman of the distillery, John L. S Grant.

Previous Family Collector editions have spanned the generations and included vintage stocks from Fino Sherry Casks, first fill Oloroso Sherry Casks and Port Casks. The fifth addition now includes a vatting of specially selected refill Sherry Butts, adding a lighter sherry influence to this unique family collection. A small batch production of 1,094 bottles at 53.8% are to be rolled out to international markets next month.

Both John L. S Grant and his father, George S. Grant, would have watched over the filling of these casks in the 1980s. This was a significant time period in the history of the Scotch whisky industry, and also for Glenfarclas. Due to a steady over-production of whisky and falling demand many distilleries were closed, moth-balled or cut back production.

Despite these tough circumstances, in 1984, the Grant’s decided to do the exact opposite and increase production. Their decision was straightforward – “where was all the mature stock going to come from in a few years’ time?” A combination of risk taking and visionary genius, today the Grant family proudly introduce this 1986 vintage, released 30 years after its creation as a treasured collector’s edition.

Glenfarclas
Email: info@glenfarclas.co.uk
Website: www.glenfarclas.co.uk
Twitter: http://www.twitter.com/glenfarclas/
Tel: +44 (0) 1807 500257
Fax: +44 (0) 1807 500234
Address: Glenfarclas Distillery, Ballindalloch, Banffshire AB37 9BD, UK

BENROMACH REVEALS NEW DISTILLERY EXCLUSIVE 

A new Distillery Exclusive has been released by the Benromach Distillery Company Ltd, and is available exclusively at the distillery’s visitor centre.

Only 238 bottles are available and, with visitor numbers continuing to rise after the distillery’s recent refurbishment and upgrade, the team at Benromach is advising customers not to wait too long before picking up a bottle.

The first Distillery Exclusive was launched to coincide with the 2016 Spirit of Speyside Whisky Festival in April. Only 240 bottles of the whisky were available and it sold out within seven weeks.

Distilled in 2000 and bottled in 2016, this Distillery Exclusive is likely to prove as popular as the first release with whisky aficionados across the world. The golden whisky, cask number 757, has a sweet vanilla scent followed by a balance of tropical fruit, cocoa powder and peat smoke aromas. Its smooth but spicy flavour exudes sweet bursts of banana, mango and passionfruit, complemented by bonfire embers, leading to a smoky edge.

Benromach Distillery, based on the outskirts of Forres, was revived by the Urquhart family of Gordon & MacPhail and re-opened in 1998. Since then its handcrafted whisky has grown in popularity around the world with whisky fans keen to enjoy a classic Speyside malt that draws its influence from the Speyside whiskies of the pre 1960s.

The growth of the brand has led to expansion at the distillery, including new warehouses and a larger team. The four-star visitor centre at Benromach Distillery, open to the public throughout the year for tours and tastings, has recently upgraded its facilities. There are now three new tasting rooms for visitors to experience, while Benromach House – the old distillery manager’s house – has also been renovated to hold a new tasting room.

Distillery Manager Keith Cruickshank said: “The first Benromach Distillery Exclusive, a first fill bourbon barrel, has been thoroughly enjoyed by whisky lovers across the world.

“We’re sure the new Distillery Exclusive will be a similar success and the new facilities at the distillery certainly provide a wonderful setting for us to introduce this whisky, and the other products in our range.

“It’s a very busy and exciting time for us all here at Benromach Distillery.”

For more information on Benromach, and to explore the wide range of expressions available, please visit www.benromach.com.

RRP – £90 

Notes

Benromach Distillery

Originally built in 1898, Benromach Distillery was brought back to life when leading whisky specialists Gordon & MacPhail purchased it in 1993. The distillery was extensively re-equipped over a five-year period before it was officially opened by HRH Prince Charles in 1998.

In reopening Benromach Distillery, Gordon & MacPhail decided to create a classic Speyside single malt – a style that draws its influence from Speyside whiskies pre-1960s.

Benromach Distillery is located on the outskirts of the ancient market town of Forres. A four-star visitor centre is open to the public throughout the year for tours and tastings. Benromach Distillery is a member of the world famous Malt Whisky Trail.

International Beverage scoops gold again with multiple IWSC medal wins

International Beverage is adding to its extraordinary 2016 medal haul with the announcement of 31 wins at one of the world’s toughest and most established industry challenges – the International Wine & Spirit Competition (IWSC).

The biggest winner was Balblair Highland Single Malt Scotch Whisky, the company’s premium single malt which is released exclusively in vintage format. Balblair Vintage 1990 won the IWSC Trophy for a single malt Scotch whisky over 15 Years Old, plus there were Gold Outstanding medals for both Balblair Vintage 1983 and Balblair Vintage 1990.

In a year in which IWSC organisers have seen a record number of entries to the competition, there were also impressive Gold medal wins for Old Pulteney 21 Year Old, anCnoc 12 Year Old, and for the premium blend Hankey Bannister for both its Heritage Blend and 12 Year Old expressions.

A further eight Silver Outstanding medals were awarded across the portfolio – with Old Pulteney taking four for its 12 Year Old and 17 Year Old malts, the Noss Head travel retail exclusive and the delicious Old Pulteney Stroma Malt Whisky Liqueur. The remainder were awarded to Speyburn Arranta Casks, anCnoc 24 Year Old and two Balblair travel retail exclusives – Vintage 1999 and Vintage 2004.

An additional fourteen Silver and two Bronze medals completed this remarkable IWSC medal haul – which follows in the wake of big wins for International Beverage at the International Spirits Challenge, Global Spirit Masters, World Whiskies Awards and the San Francisco World Spirits Competition earlier in the year.

International Beverage Marketing Director Karen Walker commented: “Our medal total for 2016 now sits at over 80 and counting, which is really something to celebrate and a huge achievement for the teams at our distilleries. This has been a very special year for our business and the success of our whiskies and gin, however we take nothing for granted and will continue to work hard to craft the very highest quality spirits for our consumers to enjoy.”

IWSC / International Beverage 2016 medals in full

 About International Beverage Holdings

International Beverage Holdings Limited is one of the industry’s most dynamic global drinks businesses. Established in 2006 as the international arm of ThaiBev, the company specialises in developing distinctive, premium local brands for global growth, with a portfolio that is led by a range of high quality Scotch whiskies and includes some of the fastest growing and most prestigious beers, spirits and whiskies on the market today. These high quality brands are enjoyed by consumers in over 85 global markets and include:

• Chang, Thailand’s iconic global beer brand
• Single Malt Scotch Whiskies: Old Pulteney, Balblair, anCnoc, Speyburn
• Blended Scotch Whiskies: Hankey Bannister, Catto’s, MacArthur’s
• Caorunn, a super premium small batch distilled Scottish Gin infused with 5 Celtic botanicals
• Thai spirits: Phraya, Mekhong

International Beverage’s international operation is headquartered in Hong Kong, with two major bases in China and Scotland and a growing number of regional hubs around the world. The business is focused on the delivery of winning investment, sales and marketing strategies and is committed to producing brands of character, representing the care and craftsmanship of the people that make them – from the brewers of Chang Beer in Thailand, to the distillers of the fine single malt Scotch whisky Old Pulteney in Scotland. Crucially, the global development of every brand continues to be rooted in its home territory, supporting the company’s mission to build authentic brands of outstanding character.

2005 VINTAGE LIMITED EDITION CÙ BÒCAN RELEASED

Highland-based Tomatin Distillery have launched a limited 2005 vintage edition of their peated Cù Bòcan single malt.

Bottled at a strength of 50%, the whisky is stronger than its core range counterpart, and is matured in ex-Bourbon and Sherry casks. Described as having aromas of butterscotch and toffee apples with flavours of candy floss and a gentle touch of peat smoke, typical of the Cù Bòcan range, there are only 11,400 bottles of this limited edition available worldwide.

The Cù Bòcan brand is named after a mythical Highland hellhound which was rumoured to haunt the village of Tomatin and was launched in 2013 as a lightly peated alternative to the traditional fruity flavours of Tomatin single malt. The distillery has been producing peated malt for the last week of every year since 2005.

This latest release follows previous limited editions including the 1989 vintage in 2014, along with the Virgin Oak, Sherry and Bourbon expressions in 2015 with the latest release the 1988 vintage launched in May 2016.

Stephen Bremner, Sales Director commented:

‘When we started distilling peated whisky in 2005 it was intended to be used for our on-site blending activities. However when it became of age we recognised it had to be released as a single malt and so Cù Bòcan was born. Three years down the line, we are constantly looking for ways to develop the brand and experiment with new expressions. This vintage release celebrates how our light, fruity flavours when combined with peated barley make for a sensational smoky spirit.’

The vintage creation is currently being rolled out worldwide and is expected to retail at £49.99. A list of stockists can be found here: www.tomatin.com//shop.

Notes

1. The Tomatin Distillery Co Ltd is a producer and blender of Scotch whisky, boasting a strong core range of single malt whiskies along with a range of popular blends.
2. Website: www.cu-bocan.com   and www.tomatin.com

Facebook: www.facebook.com/cubocan www.facebook.com/Tomatin1897

Twitter: www.twitter.com/Tomatin1897

3. The distillery was established in 1897, and while historically the whisky produced was primarily sold for use in other brands of blended whisky, the company is now very focussed on growing the Tomatin single malt brand in its own right.Tomatin Distillery produces Cù Bòcan Highland Single Malt Scotch Whisky and Tomatin Single Malt Scotch Whisky.
4. The company’s most popular blends are The Antiquary, The Talisman and Big ‘T’.
5. The distillery is owned by Japanese company Takara Shuzo: http://www.takarashuzo.co.jp/english/index.htm

DIAGEO WELCOMES ALCOHOL INDUSTRY PROGRESS AGAINST PRODUCERS’ COMMITMENTS

Global efforts to tackle harmful drinking by Diageo helped industry build momentum  

Diageo welcomes today’s release of the latest Producers’ Commitments Report by the International Alliance for Responsible Drinking (IARD), which shows signatory companies have stepped up implementation of their Commitments to contribute to the global target of reducing alcohol-related harm by 10% by 2025.

Diageo is one of 12 leading producers of beer, wine, and spirits who are signatories of the Commitments to tackle alcohol-related harm. This is the third annual report following a ground-breaking agreement for the alcohol industry to collaborate in 2012, and the first since the Sustainable Development Goals (SDGs) were agreed by governments in 2015.

Ivan Menezes, Chief Executive, Diageo, said: “I am proud of Diageo’s significant contribution towards the industry’s overall progress in reducing the harmful use of alcohol, particularly our work to prevent underage drinking and ensure the next generation has a positive relationship with alcohol. We are three years into the most ambitious initiative our industry has ever collectively undertaken to address harmful drinking and, while we have made good progress, there is still more work to be done. At Diageo, we are committed to doing more.”

2015 report – Diageo highlights: Reducing underage drinking

This year’s report highlights particular progress in programmes to prevent underage drinking. Collectively, the 12 signatory companies implemented 257 underage education initiatives in 2015, a 49% increase on the previous year. These programs directly engaged nearly 30 million unique adult influencers such as parents, teachers, and community leaders on the importance of respecting legal age limits on buying alcohol. Over 192 million additional individuals were reached through education programs, mass media and social media campaigns.

Diageo underage initiatives, which took place in 29 markets last year, include ‘Smashed’, an award winning theatre and education programme that informs young people about the dangers of alcohol. Launched in the UK more than a decade ago, it has reached over 300,000 young people in more than 1,400 schools across the UK. Building on this success, the Smashed Project is now being rolled out globally, with projects running in Vietnam, Taiwan, Jamaica, Peru, Thailand, China and Mozambique this year, aiming to reach over 135,000 young people around the world.

To see an example of Diageo’s work to combat underage drinking in Mexico, go to: https://www.youtube.com/watch?v=WqYyfjan1YE

Reducing drinking and driving

In 2015, IARD members and industry organizations supported 345 drinking and driving prevention programs. Diageo supported drinking and driving prevention programmes in 39 countries last year, including its flagship #JoinThePact programme. To see how this was activated in the UK in December last year, go to https://youtu.be/IxqAhJAK-2c?list=PL7yKiyUVNV3fZm6ZViDrIiNgJNFYmL0gH

Diageo’s strong track record in drink driving programmes also led the United Nations Institute for Training and Research (UNITAR) to select Diageo as a partner for a two-year partnership entitled “Road Safety Initiative for Cities” which aims to improve road safety globally earlier this year. Scheduled to start in late 2016, training will be run in 15 countries across Africa, Asia, Latin and Central America, focusing on countries with the highest death rates related to road traffic accidents, with over 60 countries invited to participate.

Providing consumer information and responsible product innovation

Diageo is committed to providing consumers with the information they need to make informed decisions about drinking as part of a balanced lifestyle and has been providing nutritional information for its brands on its responsible drinking website, DRINKiQ.com, since 2006. Last year, 100% of Diageo products produced in countries including Brazil, Kenya, Mexico and Nigeria carried one or more responsible drinking symbols on their packaging, alongside a link to DRINKiQ.com which appears on all Diageo products.

At the start of 2016, Diageo relaunched DRINKiQ.com, making the site available in 12 languages across 25 countries, featuring enhanced alcohol content and nutritional information for all its brands, including a breakdown of calories, carbohydrates and protein as well as, for the first time, detailing saturated fat, sugar, caffeine and sodium content.

Enlisting the support of retailers to reduce harmful drinking

The Guiding Principles on Responsible Retailing were published in November 2015 at the World Retail Congress in South Africa. Collectively, the signatories rolled out a total of 253 local responsible retailing initiatives in 75 countries where signatories are commercially active in 2015, up by nearly 20% from the previous year. Local responsible retailing initiatives are now in place in 89% of the countries in which Diageo is commercially active.

In Italy, for example, Diageo, in partnership with the Italian Ministry of Health and leading retailer Auchan, has successfully run a programme to deliver responsible drinking hints and tips direct to consumers in-store for four years. Last year, Diageo and Auchan increased the number of hypermarket participants to 150 outlets, reaching 3million consumers. 

Strengthening and expanding marketing codes of practice

In 2015, an alternative method for assessing advertising placement was adopted by the signatories to address who was being reached by alcohol advertising in data-poor environments. This information is critical to ensuring that company marketing is directed to adults through channels which have a minimum of 70% adult audience, as intended.  The 2015 data demonstrates that in Kenya, Uganda, and Nigeria, the three countries studied, alcohol advertising by signatory companies exceeded the industry standard for reaching adult audiences.

Diageo has a well-established and strict code for the marketing of all its products, the Diageo Marketing Code, and also enforces a Digital Code of Practice. To read about our policies, go to https://www.drinkiq.com/en-gb/what-diageo-is-doing/diageo-marketing-code/

As part of the Producers’ Commitments, Diageo also ensures that the same rigorous standards are followed by the companies that it works with – 94% of contracts between Diageo and commercial partners such as marketing agencies now include clauses mandating responsible marketing.  

About Diageo

Diageo is a global leader in beverage alcohol with an outstanding collection of brands including Johnnie Walker, Crown Royal, JεB, Buchanan’s and Windsor whiskies, Smirnoff, Cîroc and Ketel One vodkas, Captain Morgan, Baileys, Don Julio, Tanqueray and Guinness.

Diageo is listed on both the London Stock Exchange (DGE) and the New York Stock Exchange (DEO) and our products are sold in more than 180 countries around the world. For more information about Diageo, our people, our brands, and performance, visit us at http://www.diageo.com/. Visit Diageo’s global responsible drinking resource, www.DRINKiQ.com, for information, initiatives, and ways to share best practice.

Celebrating life, every day, everywhere.

The Sazerac Company Unveils Mr. Boston Website

Comprehensive site contains more than 10,000 recipes,

replaces ubiquitous red book found on bars everywhere     

New Orleans, LA (Aug. 2, 2016) – For more than 80 years, the Mr. Boston Official Bartender’s Guide has sat on bars across the world, offering not only cocktail recipes, but party planning tips and historical tidbits on drinks.  Now, the book once called the “Bible of Booze” has entered the digital age, with the launch of the website mrbostondrinks.com/, which contains more than 10,500 drink recipes, each of them entered into a drinks database as originally found in the printed books.

            The Sazerac Company bought the Mr. Boston brand in 2009 and immediately started  working on taking the famous red book into the next century by building this comprehensive website. It started by rounding up as many of the editions of the Bartender’s Guide as the company could find, which was at last count 58 out of the 75 guides published. From there, every single piece of data was entered into a custom built database, ending up with 210,780 points of data and 10,539 recipes (so far!)

            “The Mr. Boston books have covered the evolution of the cocktail in America since Prohibition, but sadly, they were let go over the years,” said Mark Brown, president and chief executive officer, the Sazerac Company. “The ties between our company and that brand are inextricably linked, with not only the Sazerac Cocktail, but our heritage in New Orleans, a city long synonymous with the cocktail culture.  It was a natural fit to bring it all together where we are ensuring the future of the brand for at least another 80 years as the ‘go to’ site for professional and amateur mixologists.”

            Upon entering the site, visitors are greeted with options to look for a specific cocktail, or explore areas such as bar basics, history, spirits, and a shop.  One can search for drinks by specific ingredients (example, bourbon, vodka, etc.) or even specific color (example, if you want to have a green party).  There are instructional articles and videos on the site such as “view types of garnishes” and “learn to make your own grenadine.”

            If one is feeling nostalgic for the former print editions, 12 of the past editions between the years of 1935-2012 have been digitized, providing users the opportunity to view an original cocktail recipe with today’s current recipe to see how the drink has evolved through the decades.

            Users can interact with the site as well, by creating their own bar book, which will allow users to “favorite” different recipes to build their book for future use and share the contents of the book with others on social media sites. Users also have the opportunity to review each recipe listed and add commentary about the cocktail which may be published on the site.

            Other features to come soon include more instructional videos, a section for rare and esoteric cocktails, seasonal drinks, a guest editorial section, and a reservoir of well written articles on cocktails to serve as a reference.

            Sazerac does plan to obtain the remaining 17 Official Bartender Guides it is missing and incorporate those recipes into the site as well.  Future plans also include establishing a physical Mr. Boston Homeplace at a location yet to be determined, as well as developing bartender recognition awards and working with bartender training schools.            “We’re very excited to see the culmination of seven years of work come together in this beautiful website,” added Brown. “We want it to be a true resource for those in the spirts industry and those making cocktails at their home bar.  We intend to keep adding to this site to make it even more robust than it is now.”

About the Sazerac Company

            Sazerac is one of New Orleans’ oldest American family owned, privately held companies and has operations in New Orleans, Louisiana; Frankfort, Bardstown, Louisville and Owensboro, Kentucky; Fredericksburg, Virginia; Carson, California; Baltimore, Maryland; Lewiston, Maine; Manchester, New Hampshire; and Montreal Canada. For more information on Sazerac, please visit www.sazerac.com/.