US: Diageo buys maple whiskey

08 June, 2012

US: Diageo has purchased Cabin Fever Maple Flavoured Whisky from the Robillard family. Diageo aims to capitalise on two growth trends in the US: flavoured whiskey and craft distilling.

According to the release, the family will continue to be “heavily involved” in the brand and national roll out.

The brand will be the newest addition to Diageo’s Catalyst Division, which focuses on what the company calls “high potential brands”.

Steve Rust, president Diageo Catalyst Division said: “The Robillard family has created a unique American whiskey and we look forward to continuing the growth of this unique brand.”

The product is made with real maple syrup and the abv is 40%. The suggested average retail price is $19.99 for a 750ml bottle. Diageo will initiate the national roll out in fall 2012.





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Private Collection on parade

Another one of those low key informal briefings this time revolving around the new Johnnie Walker expression: John Walker Private Collection 2014.

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