Diageo adds Single Malt Scotch Whisky to Portfolio

Thursday, 09 October 2008

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.

The launch comes after Diageo brought a collection of whiskies to Scotland from Brazil.

Malt Whisky sales in Great Britain have enjoyed +11% of volume growth over the past four years, with the category now worth £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 12 year old Scotch Whisky achieves its exceptional smoothness through longer fermentation, slow distillation and the use of a highly revered water of exceptional quality. The water, which comes from Highlandman John's Well in Scotland, is so sought-after, legend has it that in the past the Dufftown distillery has had to field off rivals who have tried to steal it.

Diageo GB is investing £800,000 in a marketing campaign for the launch of The Singleton of Dufftown, which includes a print advertising campaign, experiential and in-store sampling and consumer PR. The marketing campaign will run from October to December and aims to drive awareness and trial among non-Malt Whisky consumers.

Steve Wood, Senior Brand Manager for Malt Whisky at Diageo GB, comments: "The Singleton of Dufftown is an exciting launch for Diageo Great Britain and for the Single Malt Whisky category. By targeting discerning consumers who would like to drink Single Malt Whisky but feel that there are too many barriers, we are tapping into an opportunity that will drive longer term growth in the category."

An initial trial period in Global Duty Free produced strong sales results and consumer feedback for The Singleton of Dufftown. The majority of shoppers (61%) quoted the taste as their reason for purchase during the trial.

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 £28.69 and is available from October.

In taste, The Singleton of Dufftown has sweet fruity notes produced from fermentation in a unique balance of European (sherry) and American (bourbon) oak casks. The sweetness and smoothness impress at first, followed by a hint of blackcurrant fruit and pleasant delayed warmth.