Dewar’s ‘Illegal Smooth’ will Hit Store Shelves in April 2020
Michael Hemsworth — March 11, 2020 — Marketing
References: dewars & hiconsumption
The Dewar’s ‘Illegal Smooth’ blended scotch whiskey is a new spirit from the brand that will offer libation enthusiasts with an experimental release that they simply have to try. The spirit was created in partnership with Illegal Mezcal which supplied the brand with a number of ex-mezcal casks that were sourced from its facility in the Santiago Matalan Valley of Oaxaca. These were used by the brand to age the spirit and has imparted unexpected notes of fresh green pepper, caramel, various herbs and just a touch of smokiness.
The Dewar’s ‘Illegal Smooth’ blended scotch whiskey is set to be launched launched in April 2020 in 750ml bottles with a price point of $22 and is sure to be a must-have for avid mixologists to pick up.
The Dewar’s ‘Illegal Smooth’ blended scotch whiskey is set to be launched launched in April 2020 in 750ml bottles with a price point of $22 and is sure to be a must-have for avid mixologists to pick up.
Trend Themes
1. Cask-finished Spirits - There is a growing trend in the spirits industry for cask-finishing, where spirits are aged in barrels previously used to age different types of alcohol, presenting an opportunity for innovative flavor profiles.
2. Cross-industry Collaborations - Partnerships between different alcohol brands, such as Dewar's and Illegal Mezcal, allow for the creation of unique and experimental releases, opening up possibilities for disruptive innovations.
3. Experimental Flavor Combinations - The Dewar's 'Illegal Smooth' release showcases the trend of exploring unexpected flavor combinations, offering a disruptive innovation opportunity for distilleries to stand out in the market.
Industry Implications
1. Spirits - The spirits industry can leverage cask-finishing techniques to create innovative flavor profiles and attract customers looking for unique experiences.
2. Alcohol Partnerships - Cross-industry collaborations like the one between Dewar's and Illegal Mezcal present opportunities for alcohol brands to tap into new consumer segments and expand their product offerings.
3. Mixology - The experimental nature of spirits like Dewar's 'Illegal Smooth' appeals to mixologists who are constantly seeking new and unique ingredients to craft innovative cocktail creations.
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