With increased growth in the Malt Whisky category in Great Britain, Diageo Great Britain (GB) announces the launch of a new Single Malt Scotch Whisky, The Singleton of Dufftown, to its already established Whisky portfolio.
Heralding from Dufftown in Speyside, proudly proclaimed as the ‘Malt Whisky Capital of the World’, The Singleton of Dufftown has been designed to create a new signpost in the Malt Whisky category.
Malt Whisky sales in Great Britain have enjoyed +11% of volume growth over the past four years, with the category now worth GBP 191million. Diageo GB research has shown that there is an opportunity to grow the market further by bringing new consumers into the Malt Whisky category.
Diageo has developed The Singleton of Dufftown specifically to target new Malt Whisky consumers. Research has identified that consumers believe Malt Whisky has a strong, challenging taste, which is a barrier to people coming into the category. The Singleton of Dufftown offers a rich, smooth taste profile to attract new consumers, backed by the strong Singleton name that makes it easy to identify as a Single Malt Whisky.
The Singleton of Dufftown is encased in a distinctive blue bottle, which is shaped like a pebble to represent the smoothing effect that water has in nature – just as it smoothes pebbles over time, it also smoothes the whisky that it goes into. The blue glass bottle reflects 19th century glass-making traditions, illustrating the strong heritage of the distillery. The Singleton of Dufftown has an RRP of GBP 28.69 and is available from October.