Sovereign Brands enters whisky category
Wine and spirits company Sovereign Brands has collaborated with Pernod Ricard to create its first Scotch whisky, called The Deacon.
The premium blended Scotch whisky brand is crafted from hand-selected drams from various Scottish regions, including Islay and Speyside. It marks Sovereign’s first foray into the whisky category, with a blend that includes smoky mainland and peaty Islay malt whiskies. “We’re not competing, we’re innovating,” said Brett Berish, CEO and co-founder of Sovereign Brands, which produces Bumbu Rum. “We’ve lent our disruptive style to our first Scotch whisky, creating a premium and compelling product that is like nothing else on the market. We’ve moved away from traditional labelling and bottle design with a metallic copper package and an unorthodox label. “Most importantly, this is the most well-balanced, complex but drinkable taste profile. It is layered but smooth, making The Deacon a whisky that is made to be enjoyed.” The ‘rich and smoky’ botting presents aromas of charred orange and sweet malty biscuits on the nose, along with juicy orange, delicate spice and tangy peat on the palate. The finish is long and smooth, and the liquid sits at 40% ABV. The label displays a ‘curious masked and be-goggled character, and the brand name refers to an adept and proficient master tradesman in Scotland. The Deacon will retail for US$39.99. Pernod Ricard, owner of Chivas Regal Scotch whisky, ‘significantly’ increased its share in Sovereign Brands last year. Sovereign Brands also released a promotion video for the whisky. To watch it, click below.