Diageo have announced that it will launch new two new Bourbon brands for next year. The first new brand will be Orphan Barrel and is due to be released in the first quarter.
The second, Blade & Bow will be launched in the second quarter of next year.
While analysts have suggested that Diageo could look to acquire Jim Beam in order to expand in the segment. However. Diageo CEO Ivan Menezes pointed out that the drinks company already holds a 23% share of the total North American whisk(e)y market, including not only Bulleit and other American whiskies like 7 Crown, but also Canadian whisky Crown Royal. That share ties Diageo with Brown-Forman for the top position in the North American whisk(e)y category.
"People think we are weak in North American whiskey," Diageo CEO Ivan Menezes told just-drinks.com. "But we are the co-leaders, with 23% share - it's Brown-Forman and ourselves." Mr Menas told Just-Drinks.com
