Diageo to revert Cardhu to single malt after row

Diageo has bowed to pressure from the scotch whisky industry and agreed to scrap its Cardhu pure malt concept.

The company has announced it intends to reintroduce Cardhu single malt in all European markets and halt production of Cardhu pure malt - a blend of single malts bottled under the Cardhu name.

The decision is a remarkable climbdown for the drinks giant and ends fervent controversy that even reached the Houses of Parliament.

Ian Meakins, Diageo's president of EU markets, said: "We believe that we have acted consistently in the best interests of consumers, but acknowledge that we underestimated the strength of feeling on this issue.

"We believe that our decision will put the distraction of the Cardhu issue behind us."

The Scotch Whisky Association is thought to be introducing clearer whisky definitions so that distillery names can only be used on whisky that is made at that particular distillery.

Mark Reynier, chief executive of the Bruichladdich distillery on Islay, said: "It's common sense. I'm very pleased that the largest distillery-owning company has bowed to public pressure to honour the authenticity of single malt whisky distilleries.

"Consumers felt let down and deceived. Let's hope the term 'pure malt' gets dropped once and for all."

Diageo has been locked in an on-going battle with the scotch whisky industry ever since it announced it was to stop producing the single malt brand last summer.

In an attempt to placate fellow producers Diageo agreed to change the packaging but the industry stood firm in its view that the term "pure malt" could confuse drinkers and damage the reputation of the industry.

Related articles:​

Agreement reached in Cardhu whisky row (4 December 2003)

Whisky industry fires warning shot in battle with Diageo (19 November 2003)

Diageo defends 'foolish' decision to change whisky (13 November)

Diageo at centre of malt whisky storm (10 November 2003)