United Distillers has followed up its launch of a whisky mixed with Irn-Bru soft drink (MW September 6) with a black premium single malt whisky aimed at the more adventurous drinker.
The drink, called Loch Dhu (meaning black Loch), will be rolled out nationally this week in Oddbins stores.
The makers claim this is the first time a black whisky has been made commercially anywhere in the world. The ten-year-old malt will be priced at 21.99.
The bulk of the marketing support will be instore promotions, says UD’s UK marketing director Andy Neil. The brand will not be sold in supermarkets for the time being, but instead will be confined to off-licence chains.
Jane Mann, director of the Dragon, the brand development consultancy which worked with distillers on the concept, the drink’s colour is designed to differentiate it from a market full of pale-coloured beers and spirits.