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CALGARY, Alberta (Reuters) – When it comes to Scotch whisky, exceptional distinct malts get brilliant billing, but the world’s top agent of attenuated varieties is aiming for a agnate admirers with some new, added flush labels.

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A artisan looks at a canteen of Johnnie Walker whisky at the Diageo endemic Shieldhall bottling bulb in Glasgow, Scotland March 24, 2011. REUTERS/David Moir/Files

Johnnie Walker, best accepted for its acknowledged Red Label and Black Label brands, has launched a brace of pricier blends — Gold Label Reserve and Platinum Label — in hopes of acceptable over growing numbers of flush Scotch drinkers, abounding of whom are single-malt purists.

It additionally wants to allure new converts to Scotch with some annual for alloyed drinks that accent bottomward some of the antecedent aggressiveness of the spirit.

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This all may be blasphemy to those who argue the alone affair one should add to Scotch is, well, Scotch. But the aim is to appearance a common bazaar that has been accretion by at atomic 5 percent a year that there is added than one way to adore a wee dram.

Think of the accord amid distinct malt and attenuated Scotch as that amid a concert violinist and a symphony, said Ewan Gunn, Diageo Plc’s (DGE.L) all-around Scotch whisky ambassador.

Besides Johnnie Walker, the British liquor behemothic additionally markets distinct malts, such as Lagavulin and Talisker.

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“To accomplish a acceptable distinct malt, you accomplish one acceptable product, you distill it, you complete it, you canteen it and your job is done,” Gunn said afterwards presenting the new blends to bartenders and journalists in Calgary, Alberta, area oil money gushes into accomplished liquor and added affluence items.

“When you’re authoritative a acceptable attenuated Scotch whisky, you accept to do that 30, 40, 50 times with absolutely altered whiskies. Again you accept to accompany them calm in absolute accord and alone again is your job done. So for me, it’s a attestation to accurate accomplishment to be able to accomplish a absolutely acceptable attenuated Scotch whisky.”

There’s no curtailment of the stuff, as attenuated varieties annual for almost nine of every 10 bottles sold, and, according to the Scotch Whisky Association, 40 bottles per additional are alien from the U.K. on average.

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Indeed, single-malt distilleries, with their rich, peaty product, owe abundant to blenders, as few would survive afterwards accidental ample volumes of their achievement to the mixes, Gunn said.

In the United States, wine and alcohol accept baseborn bazaar allotment from beer in contempo years, as the companies abaft them accept absorbed consumers with added flush brands and cocktails.

Diageo is the world’s better distilled alcohol maker. Its Smirnoff vodka is the world’s top-selling spirit by volume, while Johnnie Walker is the top-selling cast by value, a position assuming no signs of tailing off.

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In the best contempo budgetary year, net sales rose 14 percent with aggregate up 7 percent. Net sales of Johnnie Walker Black Label 12-year-old were up 15 percent, fueled by amount increases and the barrage of Double Black, which costs 20 percent more.

The new exceptional varieties, are positioned amid the moderately priced Black and the classy Blue Label, which runs upwards of $200 per bottle. In North America, they are actuality formed out to Canadian tipplers aboriginal with a U.S. barrage date yet to be announced.

Gold Label Reserve is notable for the accession of malt whisky from the casks of the Clynelish distillery in Scotland’s arctic highlands, which traces its roots aback to 1819.

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It is recommended served algid and enthusiasts may apprehension honey and toffee acidity in the blend. It absolutely goes appealing able-bodied with a amber or two and retails for C$79.95.

Platinum Label, at C$149.95, brings calm distinct malt and atom whiskies from all genitalia of Scotland for a alloy that is accomplished for at atomic 18 years. It appearance suggestions of almond and orange bark that amble on the aficionado for absolutely awhile afterwards a sip.

Gunn rejects the angle that acceptable whisky should never be attenuated with added capacity including water, and addendum that a burst of H2O brings out altered characteristics in the blends.

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One mix at the Calgary accident included attic baptize and blooming tea, which was pitched as a compound aimed at alluring added women to Scotch but, frankly, ability affright best peoples’ fathers. Still, it’s all about allowance newcomers forth with accepting a taste, he said.

“I mean, it is a adventurous circuitous flavor, aboveboard so. It’s not like we’re attached to adumbrate how it tastes or badly change how it tastes or ambush anybody,” Gunn said. “It’s absolutely about authoritative it added attainable for that aboriginal or maybe additional time addition tries it.” (Additional advertisement by Martinne Geller in New York; Editing by Leslie Gevirtz)

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