Jameson’s and Chivas are owned by Pernod Ricard, makers of the famous pastis, anise and absinthe. Diageo owns Bushmills Irish Whiskey, George Dickel bourbon José Cuervo tequila Pimm’s Bulleit Captain Morgan and Bundaberg rums and, well, Guinness.Īnd we can’t forget Bailey’s, the world’s biggest-selling liqueur. So it makes sense that Diageo also owns the world’s biggest vodka brand, Smirnoff, which can be made anywhere under licence, along with biggest-selling jewels like the gins Gordon’s, Tanqueray, Gilbey’s, and Seagram’s. The results of this dilution appear in Diageo blends like Justerini & Brooks (J&B), Bell’s, Black & White, Vat 69, Singleton, Haig, Royal Lochnagar and Dimple, as well as Johnnie Walker. Most standard commercial front bar whiskies are of this type. So-called grain spirit is basically vodka, which is used with some malted pot-still spirit from those distilleries above to increase the volume of what we call blended whiskies. It owns the malt distilleries Auchroisk, Banff, Benrinnes, Blair Athol, Brora, Buchanan’s, Caol Ila, Cardhu, Clynelish, Convalmore, Cragganmore, Dalwhinnie, Glen Albyn, Glen Elgin, Glenlossie, Glen Ord, Glenkinchie, Lagavulin, Linlithgow, Lochnagar, Knockando, Mannochmore, Mortlach, North Brechin, Oban, Port Ellen, Rosebank, Royal Strathmill, Talisker and Teaninich, which gives it what you’d call a solid blending base.Īmong its other giant manufactories, Diageo has also developed Scotland’s biggest grain distillery, Cameron Bridge, in Fife. This monolith has a market capitalisation of some $A92,627,847,000. Johnnie Walker, the world’s biggest whisky brand, is owned by the world’s biggest liquor manufacturer, Diageo. The 25-34 year olds run like this: Jameson’s (22 per cent), Johnnie Walker Red (13 per cent), Chivas Regal (13 per cent), Johnnie Walker Black (11 per cent) and Grant’s (7 per cent). As in the Australian wine business, the lion’s share is in the hands of just three big foreigners.Īmong all drinkers, the top five preferences, brand-by-brand, go: Johnnie Walker Red (22 per cent), Johnnie Walker Black (10 per cent), Jameson’s (Irish whiskey – 10 per cent), Chivas Regal (10 per cent), and Grants (6 per cent). All the other age groups are static.Įven more interesting is the ownership of the favoured brands. Now the most likely whisky/whiskey tipplers are the 25-34 year-olds, 13 per cent of whom drink it, followed closely by the 18-24 year-olds at 11.9 per cent. Which means many aren’t having very much at all, but that spoils the story. In the four years to September, Australia’s total whisky/whiskey consumption, over an average four weeks, had risen by three million glasses to 19 million, meaning us whiskerers each manage about 10 glasses per month. Among all drinkers, Johnnie Walker Red is number one, being favoured by 22 per cent of that lot. Right out of the blue, Jameson’s is suddenly the preferred tipple of 22 per cent of the 25-34 year olds. The proportion of this lot who profess to drink it has hiked by more than half: in the 12 months to September 2013, 13 per cent of them were on the scotch. It says, unsurprisingly, that in 2006: “Australians aged over 65 were the most likely to drink whisky (10% in an average four weeks) and those 18-34 were least likely (8%).”īut after Mad Men hit the screens in 2007, the aspirants, wannabes and wouldbe-couldbes, the hipsters, yuppies and metrotechs occupying that presumptuous decade from 25-34 years of age suddenly hit the whisky. Roy Morgan Research released a paper last week. This is not about Bourbon whiskey, Tennessee whiskey or rye – we’re talking about John Barleycorn from the United Kingdom (whisky) and Eire (whiskey).
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