Singleton targets 40 to 60 year olds

17 October, 2008

Diageo is hoping to get more men in their

40s, 50s and 60s drinking malt whisky with the launch of the Singleton of Dufftown.

The 12 Year Old Speyside malt is said to have a "rich, smooth taste" and is targeted at consumers who think single malts have a "strong, challenging taste" which is too peaty and smoky, according to senior brand manager Steve Wood.

The launch will be backed by an 800,000 marketing campaign that will run

until December and includes print advertising, sampling and consumer PR.

"By targeting

consumers who would like to drink single malt whisky, but feel

there are too many barriers, we are tapping into an opportunity that will drive longer -term growth in the category," Wood said.

The Singleton of Dufftown, which has already done well in

the travel retail sector, is packaged in a pebble-shaped blue bottle and has an rrp of 28.69.

Diageo is also celebrating the 400th anniversary of the original granting of the licence to distil Bushmills, with a 4 million on-pack promotion. From this month, neck-collars on 20,000 promotional bottles will offer

a

free copy of

the book

Bushmills: 400 Years in the Making,

worth 17.99.




Bookmark this


Site Search

COMMENT

Richard Hemming MW asks: what’s the next step for indies?

In the not-too-distant future, when all humans are born with inbuilt VR headsets and Trump is Supreme Commander of the Known Universe, how will students of wine look back on the present era of retail in the UK? And, in such a dystopian world, why would anyone care?

Click for more »
Upcoming events

Polls

Is blended Scotch overshadowed by single malt in retailers?

  • Yes
  • No
  • Don't know

Facebook

Twitter