UK drinks giant Diageo is to withdraw its controversial Cardhu ‘pure malt’ whisky in the wake of sustained criticism of its tag for the blended whisky.

Diageo's president of EU markets, Ian Meakins, said: “We believe that we have acted consistently in the best interests of consumers, but acknowledge that we underestimated the strength of feeling on this issue.”

The company will now re-introduce its Cardhu ‘single malt’ whisky.

Back in December, Diageo agreed to change its Cardhu brand packaging, following disputes over the ‘pure malt’ tag. These included changing the colour from brown to green and carrying out additional promotions explaining to consumers what exactly is in the new product.