Scotch-Blended

Scotch is short for Scottish Whisky. Scotch whisky is divided into five distinct categories: single malt, Scotch whisky, single grain Scotch whisky, blended malt Scotch whisky, blended grain Scotch whisky, and blended Scotch whisky. The whisky making process is similar to the beer making process; an extra step is involved by turning the starch in the grain to convert to sugar by adding malt. Malt contains an enzyme called diastase which will change the starch to sugar. The malt, grain and hot water is converted into mash and then fermented by adding yeast. After distilling, it is stored in barrels (usually oak) for at least two years. This adds a distinct aroma and flavor. In Scotch whisky, Scotland has a law to require scotch whiskey to be in barrels for a minimum of three years.
Blended Scotch whisky is a blend of one or more single malt Scotch whiskies with one or more single grain Scotch whiskies and Blended Grain Scotch Whiskey is a blend of single grain Scotch whiskies that have been distilled at more than one distillery. The difference between malt whiskies and grain whiskies is similar to the difference between ales and lagers because of the different ingredients used. All Scotches are bottled at a minimum of 80 proof; most are 86 proofs. (Katsigris & Thomas, 2012) Blended Scotch brands can be found as a house, call and premium. J&B is an example of a house brand. Johnny Walker Red and Dewars are common call brands and Chivas Regal, Johnny Walker Black and Johnny Walker Blue are considered premium brands. The house brand, J&B dates back to Giacomo Justerini, an Italian who went to London to pursue an Italian opera singer in 1749. When that didn’t work out, he remained in London to me a wine merchant with his English partner, George Johnson. Alfred Brooks bought the business from the third generation on Johnsons in 1831 and renamed it Justerini and Brooks (J&B). After the prohibition in the United States, J&B Rare was born.
In the Speyside region on Scotland lies the four distilleries that contribute to J&B Rare - Knockando, Strathmill, Glen Spey and Tamdhu. J&B Rare contains 42 different whiskies that are blended together for a smooth and complex flavor. It is a light gold color, light-bodied and gives aromas and textures of dried herbs, sea air, bitter almond and white pepper. J&B 80 Proof contains 40% Alcohol by Volume. J&B costs about $23 for 1.75L. In 1958 J&B became a popular drink in Las Vegas. Frank Sinatra, Dean Martin and Sammy Davis Jr. drank it on stage and around town. (Castello Brothers, 2012) J&B is geared toward the younger generation. Their “Start a Party” campaign is a global campaign to “Start a Party anytime, anyplace, anywhere!” J&B is marketed through print and television ads that feature a giant disco ball and people who look like they are 25 to 35 years of age. I have personally seen a J&B television advertisement during a Celtics game and a print advertisement in my December 2012 issue of Cosmopolitan magazine composed of young women and men surrounding a disco ball.
Three popular cocktails that are made are J&B with cola, a Manhattan, and Sour. J&B with cola should be served in a highball glass with ice cubes, 35ml of J&B Rare and filled with cola. The Manhattan is made with 50ml of J&B, 20ml lime juice, 20ml of sugar syrup, 2/4 mint leaves and 20ml of soda. To make the Manhattan, the mint leaves are placed at the bottom of a highball glass, the ingredients added and filled with crushed ice and stirred. The drink can be garnished with more mint leaves. A sour can be made with 50ml of J&B, 20ml of lemon juice, 20ml of sugar syrup, half egg white is optional and a dash of Angostura bitters. Except for the bitters, all the ingredients should be added into a cocktail shaker with ice and shook hard. Then the drink is strained into a 10oz tumbler filled with fresh ice. A dash of bitters are then added with a lemon wedge as a garnish. (J&B Scotch, 2012)
The call brand of Dewars and Johnny Walker Red are also used to make similar drinks. Popular Dewar drinks are “Dr.Dewar,” mixing 2oz. of Dewar’s with 6 oz. of Dr. Pepper Soda. It is popular to drink it with other sodas such as ginger ale or on the rocks (Dewar’s over ice.) An Old Fashioned is also a popular drink. It consists of 1 part Dewar’s White Label, 1 teaspoon of sugar, 2 dashes of Angostura bitters, 2 orange slices, 2 cherries and water or soda. An Old Fashioned is served in a rocks glass, the bottom first muddled with sugar, bitters, an orange slice and cherry with the splash of water or soda. Afterwards, remove the orange rind from the glass and add the Dewar’s Whisky and add ice. The drink can then be garnished with the remaining orange slice and cherry.
Dewar’s whisky brand was created by John Dewar, Sr. from Scotland in 1846 and then run by his two sons, who expanded the brand to become a global market by 1896. Dewar’s joined Distillers Co. is 1925, and Distillers Co. was then acquired by Guinness in 1986. Then Dewar was sold to Bacardi in 1998.
While J&B offers 42 different Whisky’s mixed together, Dewar’s offers 40 different Whisky’s mixed. What differs with Dewar’s is that after blending, the whiskey is double barreled and Dewar’s ages their whisky to allow the different malts to age together to make the whisky smoother and creamier. Dewar’s 12 Year old is described as “Warm, buttery and mellow.” It is gold in color and is 80 proof and contains 40% alcohol by volume, similar to J&B. (Dewar's, 2012) Dewar’s sells for $35.99 for a 1.75L.
Like J&B, Dewar’s markets to the young adults with the slogan “The Drinking Man’s Scotch.” Through print and television advertisements, sultry English Actress, Claire Forlani is displayed drinking Dewar as a strong, sexy young woman with dark implications. (Kiefaber, 2012) I felt like they have missed their mark on the television advertisement and slogan. J&B’s slogan and campaign is more fun, lively and captures a wider audience.
Johnny Walker has many different brands. One of their call brands is Johnny Walker Red, the world’s best-selling Scotch whisky. It is renowned for its bold, characterful taste. Johnny Walker Red combines about 35 different malt and grain whiskies, light whiskies from the east coast and dark whiskies from the West Coast of Scotland. Its character is defined as “intense, spicy, zingy, edgy flavors.” (Johnnie Walker, 2012) It has a deep, golden, amber color and has an alcohol content of 43% ABL and is 80 proof, it costs about $30. There are many different drinks to be made with Johnny Walker Red, the “Walker-and-water” is a beginner’s drink where the ingredients are ice, soft water and Johnny Walker Red. Adding water to whiskey is a common practice in the U.K. to bring out the complex flavors and aromas of scotch. Another popular drink is called the “Three Wise Men,” consisted of equal parts of Jack Daniel’s, Jim Beam and Johnnie Walker. The most popular is called the “Scottish Highland liqueur.” It consists of one fifth Johnnie Walker Red, 1 ½ cupsmild honey, chopped angelica root, fennel seeds and strips of lemon peels. All these ingredients are combined in an ageing container to sit for 24 hours. After 24 hours, the lemon zest can be removed, covered again to put in a cool, dark place for 2 weeks and shook gently every other day. After being strained, it will be aged again in a cool dark place for 6 months.
Johnny Walker Black and Johnny Walker Blue are considered premium brand. Johnny Walker Black label was introduced in 1870 with a blend of about 40 whiskies, matured for 12 years. Black Label is 80 proof and 40% ABV. It costs ranges from $30-$60. Black Label is a medium amber color, and has the aroma of oak, raisins, dried figs, orange peels and honey. Johnny Walker Blue label has won many awards for its excellent aroma and feel. Blue label is hand crafted. Its favors are multi-layered, influenced by the smoke of the west and the rich, sweet whiskies of the east. It is blended to recreate the character and taste of some of the earliest whisky blends created in the 19th century. It’s a blend of rare malts and superior grains that is matured in oak wood. The exact age of this blend is not given, but expected to be more than the age of other blends. It costs ranges from $200-350 for 1.75L, it is 80-86 proof with 40%-43% ABV.
One of the popular drinks for black label is the “Classic Walker” recipe which consists of 2oz. Johnnie Walker Black Label, 2oz. of Perrier soda water, 1 oz. of fresh lime juice and 2 slices of limes. The “Johnniebull” recipe is another drink that consists of 2oz. Johnnie Walker, 3 oz. of Red Bull energy drink and 2-3 drops of lime juice. Blue Label should be sipped neat, which means no ice, no water and at room temperature. On the T.V. show Entourage, the character Drama’s favorite drink is Johnnie Walker Blue mixed with Jose Cuervo tequila. (Drinksmixer, 2010) All Johnnie Walker labels have a large worldwide market. This brand has lived for almost two centuries, represented by the striding man logo. In 2009, the advertising agency Bartle Bogle Hegarty created a short film called “The Man Who Walked Around the World” which outlines the history of the Johnnie Walker brand. Another premium brand is Chivas Regal that is produced by the Chivas Brothers, who were established in 1801 and opened a grocery store. When Queen Victoria first visited Scotland in 1842, the Chivas Brothers supplied provisions to the royal family. In the 1950’s, their affluent customers demanded a smoother whisky. The Chivas Brothers created their first blended Scotch whiskey named “Royal Glen Dee” and by the early 1900s, they decided to create their most aged blended Scotch whisky to export to the U.S. This whisky was named Chivas Regal. This was a leading brand in the U.S. until the Prohibition in the 1920s. After the Prohibition and World War II., Chivas Regal was re-launched as Chivas Regal 12 year old, and became associated with Frank Sinatra and the Rat Pack. Chivas Regal expanded higher aged whiskies in 1997 with the Chivas Regal 18 year old and in 2007 with the Chivas Regal 25.
Chivas Regal is dark amber in color, has multi-layered aromas with hints of dried fruits, toffee and chocolate and tastes like chocolate as well with smoke floral notes. Chivas 12 year, 18 year and 25 year is 40% ABV and 80 proof. Chivas 12 year is about $25-$30, 18 year costs $88 and Chivas 25 year is $230. Chivas Regal 25 year is only available in limited quantity.
Chivas Regal can be served hot or cold. On the Chivas Regal, they list “Cocktails of the Month.”For the month of December 2012, this following drink was designed by Max Warner for the Chivas Snow Golf Championship in St Moritz, 2008. In an Old Fashioned class, 25ml of Chivas Regal 12 year is poured and mixed with 50ml of apple juice, 5 ml of cinnamon syrup and a pinch of cinnamon powder is put on top. January 2013’s drink is put in a martini glass. Equal parts of 25ml of Chivas Regal 12 yo, Lillet Rouge, Cherry Herring liqueur, passion fruit juice are mixed together and garnished with half a passion fruit.
Chivas Regal launched a new global advertising campaign in 2009, with the slogan “Live with Chivalry.” The television advertisement targets high class, working men and women in their middle ages. The target race for this product is Caucasians because all of models are white. (Pewaukee, 2012)The campaign features the press, television and outdoor advertising. It’s television They also sponsored The Black Eyed Peas, Robbie Williams, Beyoncé and Christina Aguilera’s tours in Asia.
With all the brands, it seems they are trying to market and target the younger generation. Scotch was popular in the United States during the Prohibition years, and got another boost in popularity when American soldiers returned from World War II, having acquired a taste for it. Whisky companies are now engaging a new generation of consumers aged 25 to 40 with sophisticated palates and disposable income. The Johnnie Walker brand reports that 20 to 30 percent of its consumer base is female. Scotch whisky producers also have launched promotional campaigns aimed directly at Latino and Asian consumers, who see this spirit in particular as a symbol of economic success in America. (Katsigris & Thomas, 2012)
If I were marketing whiskey to a new generation of whiskey connoisseurs, I would have a mobile campaign with advertisements through social media sites like Facebook, application games or Pandora (a radio channel.) Using these mediums appeals to the younger consumer who wants to be interactive with their drinking experience. Through these outlets, consumers could receive invites to tastings and special events, or even to see where the nearest liquor store is to pick up their favorite whisky!
The most interesting thing I learned about blended whisky was its definition and the whisky making process. It was surprising to me how similar the whisky making process was to making beer. And I did not know until now that 30-40 whiskies could be put together. Since all whiskies are full-bodied and rich in its complex taste, if I were creating my own drinks, the first one I would create is a shot of whiskey, topped with maple syrup. The second drink I would create is whisky in an old fashioned glass with clear ice and a splash of vanilla coke. The last drink I would create would be whisky with cherry brandy and bitters.