Diageo launches J&B Urban Honey

27 March, 2014

Diageo has launched J&B Urban Honey, a new whisky-based drink, which the company says has been designed to open up the category to a new generation of men and women.

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.”





Comment

Dominic Roskrow

The serious business of bourbon

This is most odd. I’m standing with two American gentlemen in the corner of a very swish steak bar staring at a surreal painting of what we’re being told is a ship exploding as it sails towards a lighthouse. I think.

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