Friends of the Classic Malts™ and
Friends of the Classic Malts™ is Diageo’s direct relationship-building channel to consumers of fine malt whiskies and embraces several hundred thousand single malt Scotch whisky enthusiasts. It is probably the Scotch Malt Whisky industry’s fastest growing and most multi-lingual Relationship Marketing Programme, and is built around the conviction that, in Malt Whisky, knowledge and appreciation go hand in hand, and contribute to an enjoyable journey of discovery.
Founded 10 years ago, FoCM recruited members (as it still does) through flyers at whisky events, in-pack cards and now through the website. This is one of Whisky’s most information-rich sites, with detailed sections on each of the main Classic Malts Selection™ Malt Whiskies and distilleries, and authoritative general information about Whisky, and Malt Whisky distilling regions.
A key feature of is its availability in several key languages. In addition to the original English language version for Great Britain, cloned versions are active in German, French, Spanish, Italian, Swedish, Dutch and Greek. The USA and South Africa have localised English-language versions, and a separate Rest of the World English language version serves Whisky fans in markets without a dedicated site. Conditions of access in each territory comply with local alcohol marketing rules.
The Classic Malts Selection™
TheClassicMaltsSelection™includes the six Classic Malts™ of Scotland, launched in 1989, which offer a pre-eminent premium Single Malt Scotch Whisky - Dalwhinnie™, Glenkinchie™, Cragganmore™, Oban™, Lagavulin™and Talisker™ - from each of Scotland's six major distilling regions. The concept was a phenomenal success in opening up a journey of discovery for consumers, based on authentic tastes and regionality.
But reflecting the collection’s expansion, The Classic Malts Selection™has more recently come to embrace other malts such as CaolIla™, Royal Lochnagar™, Glen Elgin™ and Clynelish™, and several stand-alone brands which have deep roots in particular markets (such as Cardhu™ in Spain and Knockando™ in France), plus more recently launched Single Malt Scotch Whiskies such as The Singleton™ of Glen Ord, The Singleton™ of Glendullan and The Singleton™ of Dufftown.
With 27 working distilleries, Diageo is Scotland’s leading distiller of Single Malt Whisky.
Note: The Classic Malts, The Classic Malts Selection, Caol Ila, Cardhu, Clynelish, Cragganmore, Dalwhinnie, Glen Elgin, Glenkinchie, Knockando, Lagavulin, Oban, Royal Lochnagar, Talisker and The Singleton words, the Quaich device and associated logos are trade marks. © 2008