Diageo GB unveils Bell's latest blend

Written by Harpers Editorial team

Thursday, 15 May 2008

In Bell?s thirtieth year as the UK?s number one blended Scotch whisky, Diageo Great Britain (GB) is today unveiling the latest blend, Bell?s Original.

Master blender Dr. Jim Beveridge pictured with the new product

The updated blend, supported by a 4 million investment in the brand, will replace the current 8 year-old blend and will be available from September this year.

Diageo GB Whisky Brand Director James Pennefather, said: "Bell's has been around for over 100 years and during this time, in his strive for perfection, our Master Blender has periodically updated the blend. The latest recipe echoes one of the original Bell's blends and will therefore be known as Bell's Original.

"We're delighted taste tests show that the latest blend performs very strongly with people who drink Bell's regularly so we're confident that it will be a smooth transition to Bell's Original for retailers and licensees."

Bell's Original will have an RRP of 13.84 for a 70cl bottle, which keeps Bell's aligned with its main competitor brands. It will ensure, at a time when the global demand for mature Scotch whisky is increasing, that Diageo can continue to offer a Bell's blend to its customers in the same price bracket as the current blend.

Diageo's Master Blender, Dr. Jim Beveridge, adds: "As people are increasingly enjoying Bell's as a pre-dinner drink, Bell's Original retains the quality, richness and complexity of the current blend but adds a fresher taste.

"We're delighted with the results. Taste tests with people who drink Bell's regularly resulted in comments like It's the same smooth, good flavour I expect from Bell's' and This latest blend is a full-bodied whisky, even better than I expected, a great taste."

Source: Diageo GB

dennisfoto said:

Bells Whisky New Blend.

I have noticed that Bell’s whisky have changed their label, it no longer has 8 year old displayed. I wondered is it still aged 8 years and only the label has been changed, or are they selling this new younger, cheaper to produce blend at the same price as an 8 year old?
I contacted Diageo who own the brand
Their reply

The new brand. Statement. “ Bell’s has been around for over 100 years and during that time the blend has gone through many evolutions, in his strive for perfection, our Master Blender has periodically updated the blend. The new recipe echoes one of the original Bell’s blends, hence the name Bell’s Original. Taste test show that Bell’s Original performs very strongly with people who drink Bell’s regularly. We have changed the proportion of malt whiskies, and the nature of the casks they have been matured in, in Bell’s Original in order to deliver the same levels of richness, complexity and quality that Bell’s drinkers have come to expect. The Bell’s brand team has informed me that there is a range of different blends in the new Bell’s Original. The youngest being 4 years, the oldest being 8 years. We are reformulating the blend to include younger whiskies, we are able to continue to offer a Bell’s blend to our customers in the same price bracket as its main compet*tor brands..“.
Diageo Consumer Relations.

So they cant declare 8 years on the label anymore. The law requires the age declared on the bottle must refers to the youngest whisky in the bottle, this determines the age of the whisky, no matter how small the amount. It is never an average. An 8 year old therefore uses more expensive whiskies. So this new Bell’s Original is a 4 year old selling at the same price as the now defunct 8 year old blend. Diageo have spent millions on the advertising for this new blend, Bell’s Original, but we are not told that it is a 4 year old so a less expensive whisky to produce, So it would appear obvious why the new label has no age displayed. So they are reformulating the blend to include younger whiskies, to keep the price down. But hey we are only the people who buy it or not.

Dennis Jackson

report abuse

vote down

vote up

November 01, 2008
Votes: -1

Andrew Cave said:

	But have you tasted it? Quite rich and intriguing, in my view, with more than a hint of a Glenmorangie type flavour, if slightly fiery compared to the 8 year old. I think Dr Jim Beveridge has come up with something quite interesting.
	report abuse vote down vote up