Diageo engages flyers with ‘Singleton Sensorium’

Diageo Global Travel and Middle East (GTME) has launched The Singleton Sensorium in Taiwan Taoyuan International Airport to introduce passengers to the single malt Scotch whisky line.

Brand ambassadors will be offering tutored tastings of The Singleton range

The Singleton Sensorium features branded wall and window displays, an ‘engagement gondola’, and tasting bays manned by brand ambassadors.

The team will offer nosings and tastings of The Singleton range, three of which are travel retail exclusives, and as such will feature prominently in The Singleton Sensorium: The Singleton Of Glendullan Classic, The Singleton Of Glendullan Double Matured, and The Singleton Of Glendullan Master’s Art.

In addition The Singleton Of Glen Ord and The Singleton Of Dufftown will also be available to purchase..

Peter Fairbrother, global marketing director of Diageo GTME, said: “The Singleton is the very best choice for people who are new to malt whisky. The Singleton Sensorium in Taoyuan offers consumers an amazing shopping experience that will introduce them to some of the easiest to savour and best tasting malt whiskies in the world.

“We’ll have fantastic brand ambassadors on-hand to tell The Singleton story and to lead customers on a sensory journey from nose to palate and beyond.

“The Singleton Sensorium is the next step in Diageo’s journey to build The Singleton as a powerful brand in Scotch whisky and we are thrilled to be working with Taoyuan International Airport and Tasa Meng to offer consumers this unique shopping experience.”

Nancy Ku, president of Tasa Meng Duty Free added: “It’s a real coup to host the world’s first The Singleton Sensorium in our retail space in Taoyuan International Airport. It offers travel retail shoppers an experience unlike any other and is the perfect environment for them to find out more about this family of beautifully-balanced Scotch whiskies.”