Diageo aims to boost malt market

09 October, 2008

Diageo is hoping to recruit new consumers to the malt whisky category with the launch of The Singleton of Dufftown, a brand which has already done well in the travel retail sector.

The 12-year-old Speyside malt is said to have a “rich, smooth taste” and will be backed by a £800,000 marketing campaign, which includes print advertising, sampling and consumer PR. The marketing campaign will run from October to December and aims to drive awareness and trial among non-malt whisky consumers.

Steve Wood, senior brand manager for malt whisky at Diageo GB, said: “The Singleton of Dufftown is an exciting launch for Diageo Great Britain and for the single malt whisky category. By targeting discerning consumers who would like to drink single malt whisky but feel that there are too many barriers, we are tapping into an opportunity that will drive longer term growth in the category.”

Nielsen figures show that the malt whisky category was up 1% in value but down 3% in volume in the year to Aug 9, and looks likely to be overtaken by imported whiskey soon.

The Singleton of Dufftown is packaged in a pebble-shaped blue bottle, which has an RRP of £28.69.

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