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Top 10
SB’s most-read stories in March 2025
In the first month of spring, the headlines spanned the good, the bad, and the ugly. But what had our readership clicking the most in March?
In one way or another, all but one of our top 10 most-read stories in March had something to do with whisky. From the launch of a new trade body to the temporary shutdown of not one but two whiskey distilleries, plus the unveiling of the world’s oldest Irish single malt – there was plenty for us to write about on the subject.
Keep reading to find out which headlines dominated during March.
Indian Malt Whisky Association officially launches
It may have been incorporated back in the summer of 2024, but it was only last month that the Indian Malt Whisky Association officially came into being, establishing unified standards for Indian single malt whiskies, and taking the 10th spot in our list of most-read stories in March.
The new trade body aims to preserve, promote, and protect India’s malt whisky heritage while positioning India alongside global whisky giants with associations such as the Scotch Whisky Association (SWA), Irish Whiskey Association (IWA), and Japanese Spirits & Liqueurs Makers Association (JSLMA).
By fostering innovation and excellence, the association aims to reshape industry portfolios and encourage premiumisation within the category.
Bushmills bottles world’s oldest Irish single malt
The world’s oldest licensed whiskey distillery brought to market the world’s oldest single malt Irish whiskey last month – a 46-year-old in celebration of the River Bush, which runs through the Bushmills Distillery in Northern Ireland.
Matured in oloroso Sherry butts from the Antonio Paez Lobato Cooperage in Jerez, Spain, this Irish single malt is described as an ‘artful’ marriage of Bushmills’ most elusive reserves, dating back to 1978.
Bushmills master blender Alex Thomas said: “This stunning whiskey just shows you what time can do. For nearly half a century it has gradually breathed in the wood and matured slowly. It’s rich and authentic, and full of flavour straight from the cask – creating a bold unprecedented experience for the whiskey connoisseur.”
Diageo appoints new MDs
When Diageo makes changes at the top, our readership is all ears. Announcing three managing director changes in one go last month, the Johnnie Walker owner named Barry O’Sullivan as the leader of its Great Britain division, taking over from Nuno Teles who will become managing director of Diageo Mexico.
Teles will continue in his current role until O’Sullivan takes over on 1 July 2025, at which point Louise Ryan will take over O’Sullivan’s previous role of managing director of Diageo Ireland. Like a corporate game of musical chairs…
Old Rip Van Winkle sets auction record
There was whiskey under the hammer last month, and one particular lot went on to set an auction record. The record-breaking bottle – a one-off of Old Rip Van Winkle – became the most valuable post-Prohibition American whiskey sold at auction after fetching US$125,000.
Said to be the only one in existence, the 750ml bottle, which has not been seen for nearly two decades, was sold by Sotheby’s New York during the Whisky & Whiskey online auction from 5-21 March 2025. It was estimated to sell for US$30,000 to US$50,000, but far exceeded expectations.
EU to slap 50% tariff on American whiskey
It was almost difficult to keep up with all of the tariff developments that happened last month, with the constant flip-flopping on both sides of the Atlantic. While we published many stories on the topic, it was the European Union’s decision to impose 50% tariffs on American whiskey that had our readership clicking the most.
This particular charge was imposed in retaliation to US president Donald Trump’s decision to reinstate tariffs on steel and aluminium from the EU. However, while the whiskey tariff had been scheduled to come into effect today (1 April), there is currently a two-week delay in place in the hopes that a deal can be reached with the US.
Johnnie Walker enters ‘new era of luxury Scotch’
The fifth most-read story last month was one for the big spenders and lovers of luxury. Diageo unveiled the Johnnie Walker Vault in March, a new global platform that unites bespoke collaborative blends with cultural icons and luxurious experiences under one ‘visionary’ banner.
The Johnnie Walker Vault holds a selection of 500 whiskies from the brand’s rare, aged, and ghost casks, personally curated and rotated by Dr Emma Walker to showcase the ‘very best’ of the 10 million casks of Scotch available to her as master blender.
The Johnnie Walker Vault comprises three pillars centred around bespoke blending, luxurious experiences, and creative collaborations, all based around a one-on-one private blending experience with Walker in the Vault, with prices starting from £50,000 (US$64,600).
Jobs lost at Distill Ventures as Diageo backs out
Last month Diageo revealed that after more than a decade of supporting Distill Ventures, the drinks firm was removing its backing and would no longer be bringing new brands to the accelerator programme, resulting in several job losses at the organisation.
Going forward, Diageo confirmed that it would “not be bringing in any new brands into the Distill Ventures programme, whilst a smaller Distill Ventures team will remain in place to manage a reduced number of existing investments.”
Over the years, Diageo has acquired six brands from the partnership: Belsazar, Tipplesworth, Kikori, Seedlip, Mr Black, and Ritual Zero Proof. The firm had also invested more than £10 million (US$12.9m) in Denmark’s Stauning Distillery through the investment and mentoring business back in 2015, but now, after Diageo’s exit, the Danish whisky maker has had to let go of 13 members of its full-time workforce, including the company’s team in the US, as a result.
Diageo boosts efficiency with distillery shutdown
March was the month we learned that to become more efficient, you have to stop working. It’s not a concept our bosses are likely to go for, but for Diageo, that’s the logic that has been applied to its operations in Lebanon, Kentucky.
The Bulleit whiskey maker has temporarily paused production at its carbon-neutral whiskey distillery to support its productivity goals. However, the move, a spokesperson said, isn’t as wild a concept as some might think: “Every year we run standard temporary slowdowns or shutdowns across our operations to support our efficiency and productivity goals. Since we are ahead of schedule with the volume we produce at the site, this year we decided to temporarily pause our distilling operations and barrel-filling activity through June 2025.”
Irish Distillers joins Diageo in production pause
Taking the second spot in our most-read list is a continuation on from our third most-read story. Following in Diageo’s footsteps, Pernod Ricard’s Irish Distillers also brought down the temporary shutters on its production at Midleton Distillery, where Jameson is produced.
The distillery in County Cork will temporarily pause production early this month and will recommence in the summer to “support the sustainable global growth” of the company’s portfolio of Irish whiskeys.
Although both Pernod Ricard and Diageo cited an increase in production efficiency as the reason for the halt, the pauses seem to suggest supply is exceeding demand across spirits firms in the major whisky nations.
Johnnie Walker Black Ruby launches world wide
Taking the top spot in our list only four days after initial publication is the news that Johnnie Walker’s Black Ruby expression is now available in markets around the world.
Our readership went wild when the news of this new permanent expression from the Scotch brand first broke last year (taking the fourth spot in our most-read round-up for September), but this time around the interest has been off the charts.
Described as a ‘sweeter’ blend that stays true to the brand’s flagship Black Label, the new expression marks Dr Emma Walker‘s first innovation for Johnnie Walker’s core range since assuming the role of master blender in early 2022.
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