Diageo unveils new UK duty-free whisky

Joe Bates

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Diageo has today launched a new whisky exclusively into the UK duty-free and travel-retail channel

The Singleton of Dufftown 12yo single malt has been matured in a high proportion of European oak casks, a break from traditional production methods at the Dufftown distillery, where American oak casks are normally used. The whisky is packaged in a nineteenth century-style blue glass flask and will be priced at the same level as other leading 12yo single malt brands.

Diageo marketing director malt whisky Nicholas Morgan said The Singleton of Dufftown was aimed at the first-time malt whisky drinker. "In established markets like Europe, we need to drive expansion of the malt whisky market by recruiting new malt whisky drinkers and showing them how pleasurable malt whisky can be." DFNI understands that if the UK duty-free launch of The Singleton of Dufftown is a success, distribution will be widened to include other European duty-free and travel-retail markets.