The Singleton attracts youth with colourful releases

Diageo is launching two new expressions of The Singleton complete with colourful labelling in a bid to attract younger consumers to single malt whisky.

The Singleton Tailfire and Sunray feature colourful labels in a departure from the more subdued 12 Year Old

In contrast to the brand’s core expression, The Singleton Tailfire and The Singleton Sunray both feature strikingly colourful labels that communicate particular elements of the whisky’s flavour profile.

The Singleton Tailfire, which has been aged in mostly European oak casks, features a red label reminiscent of the spirit’s red berry and vanilla flavours. It will launch in the UK, France, Belgium, Netherlands, Switzerland, Denmark and Germany in July 2014 at an RRP of £33.

The Singleton Sunray features an orange label, reflecting the liquid’s maturation in predominantly Bourbon casks and subsequent honeyed, baked apple flavour. It will launch in the UK, France, Germany, Belgium, Netherlands, Switzerland and Denmark in March 2014 at an RRP of £36.

Diageo claims the labelling ahs been chosen to “facilitate the demystification of single malt whisky” and attract new, younger consumers.

Diageo master blender Dr. Matthew Crow, said: “Tailfire and Sunray embody the future of whisky, and have been created to inspire a new generation of whisky drinkers. The Singleton is a much loved Speyside whisky, and has always put great taste and flavour at the heart of their single malts.”

Both expressions, which take their names from salmon flies, will join The Singleton’s existing range of 12-, 15- and 18-year-old expressions.