Diageo moves in big ways, and that makes some folks uneasy. People scoffed when Diageo unveiled the massive new Roseisle distillery, for instance, fearing it would lead to the lights going out at affiliated distilleries all over Speyside.
Actually, what happened next was a $1.5 billion, five year investment program in Scotland, including a brand new distillery beside Teaninich. The numbers are big: 13 million liters per annum, sixteen copper stills, twenty new jobs, and a project cost of $76 million. Expansion projects and upgrades benefited distilling at Mortlach, Teaninich, Inchgower, Glendullan, Dailuaine, Benrinnes, Cragganmore, Glen Elgin, Glen Ord, Linkwood, and Mannochmore. The Cameronbridge facility has been revolutionized with a $163 million investment, endorsed by a site visit from the British prime minister. The company expanded the Diageo archive at Menstrie and realized improvements in their Leven packaging plant. The nearby Cluny Bond will have 46 new warehouses, each of which can store 60,000 casks.
Diageo also takes energy efficiency, water treatment, and renewable energy seriously. This investment in sustainability has added the latest green technologies to Glendullan, Dailuaine, Glenlossie, and Cameronbridge, with plans for a bio-energy plant at the new distillery in Alness. Roseisle is scaring nobody now.
Then there is Johnnie Walker. The world’s biggest Scotch whisky brand introduced Gold Label Reserve and Platinum Label into the United States, in addition to a freshly primped JW lineup in stores and Travel Retail. Odyssey tore up the rulebook on the perceived worth of blended malts. Those following the oceanic adventures of the John Walker & Sons Voyager across Pacific Asia and Europe were treated to a heady mix of glamour, celebrity, talent, and show-stopping spectacle with blended scotch as the guest of honor.
Now their single malt brands are returning to the fray. For starters, there are three new regular Talisker expressions, backed by the passionate people running the innovative new visitor experience on Skye, and there will also be more choices from Cardhu, Dufftown, and Mortlach.
The Diageo Special Releases 2013 contained some phenomenal liquids: the stunning Brora from 1977 with flavors that snapped into place with a droplet or two of water, and the beguiling, rounded flavors to be found in a glass of Convalmore 36 year old. The steep jump in some prices was in part justified as Diageo’s latest salvo on the war against flipping on the secondary market. Their attempts to snuff out the commoditization of highly sought-after limited editions may ensure that the purchasers are truly venerating the single malt whisky in the bottle. This stance extended to the festival bottlings of Lagavulin, Caol Ila, and Mortlach in 2013 from the Islay Jazz festival, Fèis Ìle, and the Spirit of Speyside festival. Bottling runs were upped into the thousands and prices were kept around £100 to prevent disappointment and curb profiteering.
Diageo is about whisky on a global stage. New innovations have bolstered their prospects across the Atlantic; Crown Royal Maple and Bulleit Bourbon 10 year old hit the ground running. Bourbon lovers will be intrigued to try the new Orphan Barrel whiskeys and Blade & Bow bourbon. Internationally, a pivotal moment was marked when Diageo gained control of India’s United Spirits Ltd. The prize was not Whyte & MacKay especially, rather the flourishing opportunities in accessing potential drinkers in the Indian subcontinent.
Sure, Diageo is huge, and their size makes some people nervous. But big moves require a big company. Substantial investment, a world-beating vision for future growth, and harnessing their guardianship of brand history to reach out to consumers have helped our Distiller of the Year deliver an incredible portfolio of whiskies to suit all pockets and preferences. — Jonny McCormick
photo credit: Keith Hunter Photography