Blended Scotch Whisky: Trends and innovation in premiumisation

Blended Scotch Whisky remains a vibrant category, and this year the IWSC judges were treated to a broad selection of what is currently available to consumers. These whiskies came in all shapes and sizes, offering continued evidence of innovation and creativity.

Premiumisation has been a defining trend in blended whiskies for a number of years. Motivations behind this shift include a desire to reach new consumers, maintain relevance, drive sales and improve margins. After a peak in the early 2020s, is this trend continuing? Is new product development alive and well? And what evidence of this can we see in this year’s IWSC results?

Ultra-Premium Blended Scotch
Based on entries to this year’s IWSC, innovation and new product development appear to be in good health. Dewar’s demonstrated this particularly well, securing two of the three Gold Outstanding medals awarded to Blended Scotch Whiskies: Double Double 32 Year Old Blended Scotch and Double Double 38 Year Old Blended Malt Scotch Whisky. The 38-year-old expression sits firmly in the ultra-premium category, produced in limited quantities as part of a series, with the brand’s communication focusing on geography and its unique ageing process.

Judge Portia Freeman commented: “For me it was all about the aged whisky. I thoroughly enjoyed developing a flow with the products and really embracing the wide range of flavours.”

The Search for New Flavours
Cask finishes remain prevalent and featured strongly among this year’s winners. These included Chivas Brothers 18 Year Old Pauillac Wine Finish Blended Scotch Whisky, which was awarded gold. Innovative, contemporary whiskies also impressed the judges, including Compass Box Nectarosity Blended Scotch Whisky and Black Bottle Andean Oak Blended Scotch Whisky.

Not Forgetting Accessibility
But what of the more approachable end of the market? Judge Billy Abbott highlighted its importance, noting that “No age statement blends are the workhorse of the Scotch whisky industry and often get forgotten”, adding that “today’s flights showed that there are great drams available in the category, which have helped it become the world's most popular style of Scotch whisky.”

The Gold Outstanding medal awarded to Black Bottle Captain's Cask Blended Scotch Whisky, and golds to White & Mackay Blended Scotch Whisky and Grant's Triplewood Blended Scotch Whisky, exemplify this.

Words of Advice
While judges found much to enjoy in this year’s competition, they offered some words of advice. Several expressed the view that the category felt a little safe and that other countries of origin were starting to challenge Scotch on innovation.

James Goggin supported this sentiment, saying: “I would say take some risks, mature it differently, up the peat or try to find a different kind of smoke. A lot of the flights were very safe. We had a tequila cask today that was excellent.” For Tom Brady, the whiskies that stood out “demonstrated originality and a willingness to embrace unconventional flavours”.

However, Sandy Hyslop cautioned: “Products that had been finished did not truly reflect the finishing cask.” He added: “Finishing a whisky in another cask needs to bring real benefit to the final offering without overpowering it. Monitoring the finish regularly is paramount to creating a balanced result.”

The Gold Outstanding results are displayed below. The full 2025 IWSC results can be viewed on our website.