Singleton unveils latest addition to portfolio
Diageo Reserve has launched The Singleton Malt Master’s Selection, described as “a perfect introduction for those who are new to Single Malts, as well as a treat for those well versed in the category”.
The Singleton Malt Master’s Selection offers a more delicate, slightly sweeter take on the classic Speyside style used in the Singleton of Dufftown 12 year old, according to brand owner Diageo. It has a greater proportion of refill wood, which allows the "sweet, yet refined distillery character” to shine through.
To celebrate the launch, the whole core range has been refreshed including the 12, 15 and 18 year old. The packaging takes its inspiration from a 19th century hip flask blown from blue glass. It includes the batch number, Master Blenders signature and tasting notes to help consumers navigate the single malts category.
Nick Temperley, head of Diageo Reserve GB, said: “The Singleton Malt Master’s Selection is an exciting new addition to the Singleton range. Consumers are becoming more knowledgeable, they are looking for new liquids to try and are genuinely interested in craftsmanship. And the trade are itching to experiment with new liquids. The Singleton Malt Master’s Selection with its sweeter notes and delicate flavour will appeal to those new to the category while still complementing the collection – sitting well with our existing fans and loyal whisky drinkers.
“We have seen the premium malt whisky category grow by 9.9% in volume and 6.5% in value and I predict it is going to be a good year for malts. The rebrand of the 12, 15 and 18 year old will also create a strong standout for the collection on-shelf and we are excited that we have been able to develop a look and feel for the packaging that is just as good as the liquids inside. I am confident the new selection will do well and we look forward to hearing the feedback from the trade.”
The Singleton of Dufftown Malt Master’s Selection is bottled at 40% and is priced at £30.