18th November, 2015 by Lauren Eads
Diageo has launched an experimental whisky arm tasked with producing “unorthodox, weird and wonderful whiskies”.

“Our whiskey makers’ creations are about exploration of flavour and pushing the 55 boundaries of blending”, said David Gates, head of premium core spirits at Diageo during the conference. “They are unorthodox, weird and wonderful and possibly like nothing you’ve ever tasted before”

The project is in line with Diageo’s recently unveiled strategy to target growth in the Scotch whisky sector, and compete with the rise of innovative American and New World whiskies.

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