Consumers will soon have a new way of choosing their single malt whisky.
The Single Malt Whisky Flavour Map, launched by Diageo this autumn with customers and consumers, offers a new solution. It demonstrates that in practice, when it comes to taste and flavour in a glass, all Scotland’s whiskies can be plotted on a simple grid. The initiative offers a new and creative way to attract consumers into the category by helping them navigate among the many regions and flavours available in single malt whisky. By graphically illustrating where whiskies sit in flavour terms in relation to others, the Flavour Map helps consumers to make an informed decision, whether buying for themselves or as a gift.
Developed by Diageo experts in close cooperation with independent whisky authority Dave Broom, the Flavour Map reflects a simplified version of the tried and tested way professional tasters have plotted whisky flavours on a grid according to their levels of certain characteristics.
The Flavour Map has been tested with consumers, who welcomed it as a breakthrough in appreciating and describing the great variety of flavours in malt whiskies.
A UK consumer roll out will start in late October, with the aim of promoting the Flavour Map to over 500,000 UK consumers before Christmas. Other Diageo single malt whisky markets will also adopt the Flavour Map.
In addition, the Single Malt Whisky Flavour Map is already being made available to Diageo’s UK customers, who are welcoming it as a powerful and accessible tool to help consumers feel more comfortable within a busy and perhaps daunting category.
The Flavour Map can be used to map any whiskies, not just Diageo brands; and Diageo is emphasizing that the objective position of a Single Malt Scotch Whisky on the grid does not imply any value judgement as to relative quality or even the preferences of the taster. This feature has accelerated its take-up by retailers, who are adapting it to illustrate the flavour ranges of single malt whiskies displayed in their own outlets.
Dave Broom said: “Whisky isn’t complicated, it has just never been explained properly. I believe that the Flavour Map is a major step forward in helping consumers gain a greater understanding of this magnificent spirit.”
Nicholas Morgan, Diageo’s global marketing director for single malt whiskies, said: “Malt whisky is perhaps the world’s most sophisticated and enjoyable spirit, with a huge variety of tastes and flavours to explore. Many years ago our Classic Malts of Scotland range, offering a premium malt from each of Scotland's six traditional distilling regions, represented a major breakthrough in encouraging consumers to explore the wonderful flavour world of malt whisky. Now the Flavour Map takes this further. It could revolutionise the way we all talk about single malts.”
