Diageo has revised the appearance of its The Singleton scotch whisky, placing greater emphasis on each flavour profile in the single malt brand’s portfolio.
The new look, which rolls out to all markets from this month, applies across The Singleton of Dufftown and The Singleton of Glendullan lines from the brand. While the existing salmon logo has been made more prominent, one of the main changes is the application of “clearly defined visual cues [to] help shoppers understand the different flavours” of the brand.
“The Singleton’s … slow batch distillation process – fermenting and distilling the spirit more slowly than most other single malt whiskies – takes centre stage in the refreshed design,” Diageo said. “More expressive tasting notes highlight the … craft behind each expression and the signature of malt master Dr Craig Wilson appears across the range as a mark of the expertise that goes into every bottle.”
According to the brand’s global head, James O’Connor, the project “incorporates packaging changes that support our ongoing efforts to reduce the impact and carbon footprint of our packaging”, although specific details of the environmental benefits were not disclosed.
Speaking exclusively to Global Drinks Intel last month, Diageo’s whiskey portfolio global brand director, Neil Shah, shared details of the group’s activations for blended scotch Buchanan’s that leveraged its ‘official spirits supporter” status with this year’s FIFA World Cup. “Buchanan’s exists for Latin and Hispanic consumers across the Americas, a region that’s represented by many teams in the World Cup,” Shah said.
“We want to spotlight what fans feel when watching the game rather than any particular team. We’re not going to be picking sides.”
