Diageo launches honey infused J&B whisky

Diageo is launching J&B Urban Honey – a new spirit drink based on J&B Scotch whisky – to hopefully open up the category to “a new generation of men and women”.

J&B Urban Honey is a 35%abv spirit made from J&B Scotch whisky infused with honey.  It has a smooth taste and has been created to be distinctively fresh when consumed neat, on the rocks or mixed in a cocktail. 

It is clearly labelled as a ‘spirit drink’ on its front label and differentiated from the parent brand with the use of a honeycomb pattern, a city skyline illustration and a prominent bee illustration to ensure compliance with Scotch Whisky Association guidelines.

Since its creation, J&B Scotch Whisky has been positioned as “a bold and innovative brand with a witty, playful edge”.  As Dougal McGeorge, global J&B brand director, explains, this has been fundamental to the development of the new product:  “Creation of J&B Urban Honey is true to the urban roots of the J&B brand and its reputation for re-invention in the whisky category. The rapid growth of flavoured spirit drinks made J&B a natural choice for us as we looked to drive innovation.”  

J&B Urban Honey will be launched in Spain starting in April 2014.

31 March 2014 - Felicity Murray The Drinks Report, editor