UK: Diageo brings Singleton of Dufftown to UK
Diageo is rolling out its The Singleton of Dufftown single malt in the UK.
The drinks giant said today (17 October) that the single malt Scotch will be available across the country from this month, following a trial in off-licence chain Oddbins last year.
The 12-year-old whisky was initially launched in the UK travel retail channel in August 2006. In the UK, the Singleton of Dufftown will carry a RRP of GBP28.69 (US$49.63) per bottle.
"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," said Steve Wood, senior brand manager for malt whisky at Diageo GB.
Diageo GB is investing GBP800,000 in a marketing campaign for the launch, which includes a print advertising campaign, experiential and in-store sampling and consumer PR. The marketing campaign will run from October to December, the unit said.
The Singleton of Dufftown is available to all retailers and licensees through Metropolitan Drinks, Stephensons, LWCC Mullwood Wine, Turner & Wrights, Cambridge Wines, Gordon McPhail and Vintage House. Further listings are still being confirmed. Consumers will be able to purchase the product from Sainsbury's, Asda, Morrisons and Oddbins.
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