Drinks giant Diageo is launching a single malt Scotch whisky in travel retail, designed to encourage new drinkers into the category.

The Singleton of Dufftown, priced at GBP24.99 (US$47.25) for a one-litre bottle, is initially to be sold through airports in London, Glasgow and Edinburgh.

Nick Morgan, Diageo's marketing director for malt whisky, said that, if successful, it could be rolled out into other European markets.

Morgan said Dufftown had been chosen for its approachable taste and history. "We felt that Dufftown was ticking all the boxes," he said.

The move follows Diageo's launch of the Singleton of Glen Ord in Asia earlier this year. "Dufftown is a single malt whisky that's aimed mainly at potential single malt drinkers who don't know a great deal about the category," said Morgan.