Future Of British Business
Scotch Is Having Its Moment
- Pernod Ricard, Diageo leading the way in new whisky blends
- Revival follows relaxation of rules for producers of Scotch
After years in which tequila, Cognac, gin and other spirits pulled ahead in the quest for new customers, Scotch whisky is enjoying a comeback as producers take their cues from makers of those more fashionable drinks.
Pernod Ricard SA and Rival Diageo Plc are debuting lighter, reduced-alcohol varieties, ageing their whiskies in barrels that formerly held rum, tequila or craft beer and blending them with notes of agave, molasses and other aromas to entice consumers who never gave traditional forms of scotch a try.