The Singleton Reserve Collection introduced to travel retailBy Chloe Ware
Diageo is introducing The Singleton Reserve Collection of single malt whiskies exclusively to the travel retail market, consisting of releases from the Dufftown, Glen Ord and Glendullan distilleries.
The collection has been created by The Singleton master of malts Maureen Robinson to give travellers a new, unique offer that will drive growth in the travel retail sector.
Rolling out from July 2013, the series is comprised of three expressions: The Singleton of Dufftown Reserve Collection – available in Europe and MENA, The Singleton of Glen Ord Reserve Collection – available in Asia Pacific, and The Singleton of Glendullan Reserve Collection – available in the Americas. Prices range from US$56 to $149.
Steve White, Diageo GTME marketing director, said the range offers consumers “exactly what they are looking for” when shopping in travel retail.
“By following the forward looking tradition and ethos of The Singleton we have created a Reserve Collection that offers consumers… great-tasting single malt whiskies that cannot be found in domestic markets and which give something new and out of the ordinary,” he said.
White added that the launch of the Singleton Reserve Collection is one of the ‘most significant advances’ in the malts category in global travel retail for many years. “It fully delivers on the desire of our customers for new and fully differentiated offerings that will drive strong additional growth in a category that is already growing rapidly.”