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Cardhu decision raises suspicions

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Cardhu decision raises suspicions

Postby Kate » Wed Apr 28, 2004 4:36 pm

Lovers of malt whisky reacted with a mixture of surprise, delight and suspicion to the news that Diageo planned to scrap its controversial Cardhu Pure later this year and to reintroduce the single malt version in selected territories.
Two schools of thought have developed since the announcement: that Diageo has merely pre-empted a statement from the Scotch Whisky Association introducing a code of practice that would mean only single malts could carry a distillery name; or that Diageo is planning a major assault on the vatted market with a new product within the year. It doesn’t deny that it won’t have a new launch by early next year.
The company denies that the scrapping of the vatted malt version of Cardhu, that caused uproar even in non-whisky circles, is a U turn, but it admits that it underestimated the strength of feeling and apologised for causing so much upset.
(See Dave Broom's column in Issue 39, page 12)
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