The High Price Of Sustainable Whisky [Forbes]
Diageo plc (DEO)
US:NYSE Investor Relations:
diageo.com/en/investors
Company Research
Source: Forbes
Can Nc'Nean's investment in organic barley, despite higher costs, deliver a superior whisky that justifies its sustainable approach? Nc'nean Sustainability is increasingly quoted as a key consideration for modern consumers, especially with Gen Z and young Millennial drinkers. These groups are also increasingly likely to experiment with sobriety. The combination means sustainability has become a key way distilleries look to maintain appeal with modern drinkers. However while sustainability might be good in some ways it often comes with a high price tag. Sustainable practices can be brought in at all stages of whisky making, from the production of grain to the bottles used. For historic whisky makers sustainable practices are often something that are being brought in retrospectively, like Springbank and Johnnie Walker's new lightweight bottle. We are increasingly seeing sustainability practices at the heart of new distilleries like the up and coming independent Scottish distiller
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