THE DEACON Scotch Whisky Plans to 'Disrupt' the Whisky World
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‘Like Nothing Else on the Market’: New Scotch Whisky Brand Expects to ‘Disrupt the Whisky Category’ With Debut Release

Deacon Scotch

Meet the latest release from Sovereign Brands and Pernod Ricard: THE DEACON scotch whisky. (Photo:

On Friday, wine and spirits company Sovereign Brands announced the launch of THE DEACON scotch whisky, released in collaboration with French spirits giant Pernod Ricard.

Bottled at 40% ABV in an unusual copper receptacle, THE DEACON is a blended scotch whisky including whisky stocks from Islay and Speyside. It will have a suggested retail price of $39.99.

Sovereign Brands said in a news release that THE DEACON, the company’s first whisky release, “is set to disrupt the whisky category,” a bold claim.

“To be a ‘Deacon’ is to be the best, a quality that Sovereign Brands owners Brett and Brian Berish imbue in each and every one of their brands,” Sovereign Brands said in a news release.

The whisky’s label depicts a mysterious masked figure, wearing goggles (perhaps the “Deacon?”)

“We’re not competing. We’re innovating,” Brett Berish, CEO and co-founder of Sovereign Brands, said in a news release. “We’ve lent our disruptive style to our first Scotch Whisky, creating a premium and compelling product that is like nothing else on the market.

“We’ve moved away from traditional labeling and bottle design with a metallic copper package and an unorthodox label,” Berish continued. “Most importantly, this is the most well-balanced, complex but drinkable taste profile. It is layered but smooth, making THE DEACON a whisky that is made to be enjoyed.”

Sovereign Brands’ wine and spirits brands count Rick Ross, Lil Wayne, Wiz Khalifa and DJ Khaled as ambassadors and influential supporters.

Check out the video released to promote THE DEACON scotch whisky:

THE DEACON Scotch Whisky Tasting Notes, Via the Brand

Nose: Charred orange, sweet malty biscuits and woodsmoke

Taste: Juicy orange, delicate spice and tangy peat.

Finish: Long and smooth

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David Morrow is the Editor In Chief of Whiskey Raiders and has been with the company since September 2021. David has worked in journalism since 2015 and has had bylines at Sports Illustrated, Def Pen, the Des Moines Register and the Quad City Times. David holds a Bachelor of Arts in Communication from Saint Louis University and a Master of Science in Journalism from Northwestern University's Medill School of Journalism. When he’s not tasting the newest exciting whiskey releases, David enjoys spending time with his wife and dog, watching sports and traveling.