Subscriber login Close [x]
remember me
You are not logged in.

Diageo GB launches single malt flavour map

Published:  23 July, 2008

UK: Diageo GB has teamed up with one of the UK's leading drinks experts to de-mystify the whisky category.

The drinks company and drinks expert David Broom, have devised a new system, which puts every major single malt in the UK market on a flavour scale, measuring its colour and smokiness.

The aim is to show drinkers which single malt will fit in with their palette.

The map will also give pubs and bars the opportunity to communicate their whisky range to consumers.

The flavour map is being incorporated into Diageo's esp training programme, and the drinks company hopes that within a year over 8,000 licensees will have access to the flavour map.