THE ATHOLL DISTILLERIES LTD
The Atholl Distilleries Ltd, was one of many subsidiary companies of Arthur Bell & Sons Ltd. Why Atholl was spelt with two l’s whereas Blair Athol distillery and the company’s main brand, Craig Athol, only had one, is lost in the mysteries of time.
Blair Athol distillery in the 20th century became a core malt in the Bell’s blend and was finally purchased by Arthur Bell & Sons in 1933 as a closed distillery that was not reopened until 1949.
Yet the distillery and the Craig Athol brand were but a tiny distraction to the Bell’s blend, which surged to become the UK’s most popular Scotch whisky in 1978. Seven years later the company was the subject of a hostile takeover by Guinness and subsequently became part of Diageo. In the process, The Atholl Distilleries Ltd disappeared as a functioning entity, as did so many subsidiaries and their brands as Diageo followed its course of brand assimilation under its main labels, of which Bell’s remains one.