Belgian Sky Shops showcases new Diageo malt The Singleton of Dufftown

The Singleton of Dufftown is aimed at people who have an interest in single malt but have little knowledge of the category

The bottle and the label’s typography are said to capture the essence of whisky packaging in the late 19th century

BELGIUM. Belgian Sky Shops is showcasing a new single malt Scotch whisky, The Singleton of Dufftown, at its Brussels International Airport spirits and wines store.

Diageo test marketed the new brand last year in the UK. After analysing the initial test results the product will now be rolled out to selected travel retail outlets beginning with Belgian Sky Shops, which has recently upgraded its store environments to better target the business passenger.

The Singleton of Dufftown is described as “a rich, smooth-tasting, enjoyable and well-balanced whisky”, which has been matured in both American (bourbon) oak and European (sherry) oak casks.

It is packaged in a traditional but distinctive 19th century-style blue glass flask. The bottle and the label’s typography are said to capture the essence of whisky packaging in the late 19th century. It will be sold in a stylish manila-coloured gift presentation, carrying a historic photograph of the distillery.

The new malt whisky is aimed at people who have an interest in single malt but have little knowledge of the category. “˜The Singleton’ is a Diageo brand name.

Nicholas Morgan, Diageo Marketing Director – Malt Whisky, said: “In established markets like Europe, we need to drive expansion of the malt whisky category by recruiting new consumers and showing them how pleasurable malt whisky can be. Innovation, in taste and presentation, is one of the keys to this. The Singleton of Dufftown is a highly enjoyable malt, promising a rich and accessible taste experience for both newcomers to malt whisky and connoisseurs in Europe.”

The Singleton of Dufftown will be priced in line with other premium branded single malts.