Singleton targets 40 to 60 year olds

17 October, 2008

Diageo is hoping to get more men in their

40s, 50s and 60s drinking malt whisky with the launch of the Singleton of Dufftown.

The 12 Year Old Speyside malt is said to have a "rich, smooth taste" and is targeted at consumers who think single malts have a "strong, challenging taste" which is too peaty and smoky, according to senior brand manager Steve Wood.

The launch will be backed by an £800,000 marketing campaign that will run

until December and includes print advertising, sampling and consumer PR.

"By targeting

consumers who would like to drink single malt whisky, but feel

there are too many barriers, we are tapping into an opportunity that will drive longer -term growth in the category," Wood said.

The Singleton of Dufftown, which has already done well in

the travel retail sector, is packaged in a pebble-shaped blue bottle and has an rrp of £28.69.

Diageo is also celebrating the 400th anniversary of the original granting of the licence to distil Bushmills, with a £4 million on-pack promotion. From this month, neck-collars on 20,000 promotional bottles will offer

a

free copy of

the book

Bushmills: 400 Years in the Making,

worth £17.99.




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