Why ‘Blend’ is back and the opportunities this presents

In the decades that were all about ME, from the 80s to the noughties, blend became the uncool and debased second string to the singular – single malt, single estate, single whatever.

But Blend is now back – in everything from gin to cocktails to fragrance. This edition of the Signpost uncovers the crucial cultural changes that lie behind this shift – and so helps brand owners position their offers to take best advantage

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