J&B Urban Honey is a 35% abv spirit drink made from J&B Scotch whisky infused with honey and is described as a characterful drink that creates a balanced and smooth liquid.
It will be launched in J&B’s heartland, Spain, in April.
Diageo says the taste has been created to be distinctively fresh when consumed neat, on the rocks or mixed in a cocktail.
J&B Urban Honey is clearly labelled as a spirit drink on its front label, while also differentiated from the parent brand with the use of a honeycomb pattern, a city skyline illustration and a prominent ‘bee’ illustration, ensuring compliance with Scotch Whisky Association guidelines.
Global J&B brand director Dougal McGeorge says: “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.”