Bell's whisky

Bell's is a brand of blended Scotch whisky produced by Diageo in Scotland. It was originally produced by Arthur Bell & Sons Ltd and is one of the best selling whiskies in Great Britain, only slightly behind The Famous Grouse which is the best selling Scotch whisky on the island.[1]

History

The Bell's producer Arthur Bell & Sons Ltd was founded in 1798.[2]

In 1851, Arthur Bell (1825–1900) began to blend various single malts together to create a more consistent blended whisky.[3] Arthur Bell was the first known whisky manufacturer to appoint a London agent, by at least 1863.[4] Bell's two sons joined the business in partnership in 1895.[5] Arthur Kinmond (1868–1942) was appointed to manage the domestic market and Robert was appointed as head of the brand overseas.[4]

By the 1880s, the company was focused on blended whisky.[4] Arthur Bell died in 1900.[4] In 1921, the partnership became a private company run by Arthur Kinmond after Robert retired to live as a country gentleman. The end of Prohibition in America created a surge in demand, which led Arthur Bell & Sons to acquire two distilleries in 1933: Blair Athol and Dufftown.[5] In 1936, the Inchgower distillery was also acquired.[6]

The Bell brothers died in 1942 and the company accountant, William Govan Farquharson, became chairman of the company.[4] He focused on advertising the brand more heavily.[4] Bell's became a public company in 1949.[6] In 1954, Arthur Bell exported to 130 countries.[7]

By 1970, Bell's was the highest selling whisky in Scotland.[4] In the early 1970s, Bell's could not afford the advertising budget of the larger whisky distillers.[8] Instead, it focused on the use of mixers with its product.[8] This increased the product's popularity with women, and Bell's revenues rose by 800% between 1970 and 1979.[8] In 1978, Bell's became the UK's highest selling whisky.[5] Much of the credit for this expansion is given to the then managing director Raymond Miquel.[9]

By 1980, the company had around 35 percent market share in the UK.[9] Arthur Bell & Sons acquired Gleneagles Hotels in 1984.[10]

In 1985, the company was acquired by Guinness for $518 million.[11]

n 1987, Guinness combined the businesses of Arthur Bell & Sons and Distillers Company forming United Distillers.[12]

In 1997, Guinness merged with Grand Metropolitan to create Diageo, the current owner of Arthur Bell & Sons.[13]

Production

Blair Athol is the main component of the blend.[14] Dufftown and Inchgower still figure, but Glenkinchie and Caol Ila are also components.[14]

The Pittyvaich distillery was used in the blend between 1974 and 1993.[15]

Bell's is bottled at Diageo's Shieldhall, Glasgow plant.

The product is 40% ABV in the UK, and 43% ABV in South Africa.[16]

Distilleries

Arthur Bell & Sons Ltd owned three whisky distilleries in Scotland:[14]

• Blair Athol
• Dufftown
• Inchgower

Markets

The brand's top markets are the UK, Portugal, Spain, the Nordic countries, Brazil and South Africa.[17]

Advertising

A religious man, modesty prevented Arthur Bell from using his name on his whisky.[15] The Arthur Bell name was not attached to the product until 1904.[15]

A yellow floribunda rose was named after Arthur Bell in the early 1960s.[18] Bell's has used the "Afore ye go" slogan since 1925.[5]

Bell's 2016 Christmas TV advert campaign starred actor Matt Berry in character as "Steven Toast".[19]

External links