The Singleton adds new expression alongside brand refresh

Singleton Malt Master's Selection

Diageo Reserve has announced the launch of a new expression for The Singleton whisky alongside a revamped look for the core range.

The Singleton Malt Master’s Selection offers a more delicate, slightly sweeter take on the classic Speyside style of The Singleton of Dufftown 12 Year Old, made with a greater proportion of spirit matured in refill wood.

It is bottled at 40% ABV and will be available in the on- and off-trade from May, with a recommended price in retail of £30.

At the same time, the whole core range has been refreshed including the 12, 15 and 18 years old, with distinctive packaging that takes its inspiration from a 19th-century hip flask blown from blue glass.

Each bottle includes the batch number, the signature of master of malts Craig Wilson and tasting notes while retaining traditional cues to the brand.

Nick Temperley, head of Diageo Reserve GB, said: “Consumers are becoming more knowledgeable, they’re looking for new liquids to try and are genuinely interested in craftsmanship, and the trade are itching to experiment with new liquids.

“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.

“I’m confident the new selection will do well and we look forward to hearing the feedback from the trade.”

The Singleton is produced on Speyside at The Dufftown Distillery, which dates back more than 120 years. Matured in a mix of refill, ex-sherry and ex-bourbon cask, the whiskies have a signature style balancing delicate flavours and smoothness, with notes of fresh fruit, honey and vanilla.

The Singleton Malt Master’s Selection tasting notes from Diageo Reserve
Nose: Fresh fruit, hints of honey and vanilla.
Body: Light to medium.
Palate: Delicate and smooth with fresh fruit, sweet spice and fresh pear.
Finish: Medium with warmth, lingering vanilla and sprinkle of white pepper.

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