Caramel: the colour of ‘confidence’?

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Caramel inspires consumer 'confidence'

Whyte & Mckay ambassador Richard Paterson has confirmed that the brand adds caramel to their products but insisted that this was being done to please the market.

The Master Blender told Whisky.Scotsman that caramel was used by the distillers because it inspires “confidence” in their whiskies.

He is quoted as saying: “Rest assured caramel colouring produces one word – Confidence.

“If we were to release whisky that had variations in colour the consumer would quickly question the reliability of our products due to this potential inconsistency.”

He added: “What I would add is that only a small amount is used to produce  the necessary consistency to our consumers.”

Paterson recently hit the headlines when he was named ‘Whisky Ambassador of the Year’ for 2011 at Whisky Magazine’s Icons of Whisky Awards.

Paterson, who celebrated 40 years in the whisky industry last year, told that he felt privileged to work in the whisky industry.

Richard said: “It’s an honour to receive this award and it means a great deal to me that my fellow whisky peers respect the work I am doing.

“Over the last 40 years I have had the privilege to work in the whisky industry and travel the world over meeting many many whisky enthusiasts.”

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