Mexico: Diageo launches new whisky

Buchanan’s Master is a new blended Scotch that sits between Buchanan’s 12 year old and Buchanan’s 18 year old.

The product is currently being test-marketed in Monterrey, Mexico, and the company hopes to roll it out across Latin America and the Caribbean.

Master sells for approximately US $45, $10 more expensive than its 12 year old relative.

Ed Pilkington, marketing and innovation director for Diageo Latin America and the Caribbean, said: “We saw an opportunity to launch a new brand with a new story. We ran out of stock during the test launch, so that’s a good sign.”

During 2009, Diageo sold 6.4m 9-litre cases of Scotch whisky in Latin America and the Caribbean, with Johnnie Walker and Buchanan’s accounting for the bulk of sales.

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