Diageo adds ‘sweeter’ expression to Singleton range

2nd May, 2018 by Melita Kiely

Diageo Reserve has released a “more delicate, slightly sweeter” variant of its Singleton Scotch whisky – The Singleton Malt Master’s Selection.

Singleton-Malt-Master's-Selection

The Singleton Malt Master’s Selection is a “sweeter” variation of the 12yo

The new expression is based on The Singleton of Dufftown 12 Year Old, but with a sweeter profile due to the larger quantity of refill wood used in maturation.

Bottled at 40% abv, The Singleton Malt Master’s Selection is available in the UK on-and off-trade at an RRP of £30 (US$41).

The whisky has been described as a “perfect introduction” for single malt novices, as well as “a treat” for those who are already accustomed to drinking single malt Scotch.

Furthermore, to mark the launch Diageo has also tweaked the packaging design for The Singleton’s core range, including the 12-, 15-, and 18-year-old whiskies.

The new look was inspired by a 19th-century hip flask and features the batch number, master blender’s signature and tasting notes.

Nick Temperley, head of Diageo Reserve GB, said: “The Singleton Malt Master’s Selection with its sweeter notes and delicate flavour will appeal to those new to the category whilst still complementing the collection – sitting well with our existing fans and loyal whisky drinkers.

“We’ve seen the premium malt whisky category grow by 9.9% in volume and 6.5% in value and I predict it’s 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’ve been able to develop a look and feel for the packaging that is just as good as the liquids inside.”

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