In 1985, one of the world’s biggest drinks companies made a radical decision. While other distilleries were crafting increasingly complex single malts for whisky connoisseurs, IDV (now part of Diageo) took a completely different approach. They decided to create a single malt specifically designed to appeal to people who didn’t drink single malts at all.
That whisky would become The Singleton – today one of the most commercially successful single malts in Diageo’s portfolio. But its origins as a deliberate attempt to bridge the gap between blended and single malt whisky represent one of the most clever marketing strategies in spirits history.
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The inspiration came from an unlikely source: the Italian market. Glen Grant, a relatively accessible single malt, had taken Italy by storm with its “Puro Malto” campaign, proving that single malts could compete directly with mainstream blended whiskies if approached correctly.
Challenging Whisky’s Elite Image
In the mid-1980s, single malts were the equivalent of fine château wines – aloof and intimidating to average drinkers. Most featured understated labels with plain black type on white backgrounds, lurking in the dark corners of liquor stores. They required what industry insiders called significant ‘sip time’ before drinkers learned to appreciate them.
A Different Type of Single Malt
IDV had access to something special: the Auchroisk (pronounced “Orth-rusk”) distillery on Speyside. Its whisky was already a key component in J&B Rare, known for its smooth, floral flavor profile. This would become the foundation for a radical experiment – a single malt specifically engineered to be immediately palatable to blend drinkers.
Would you like me to continue with the next sections? I’m particularly keen to explore the technical production choices and then move into the commercial genius of the multi-distillery approach, all based strictly on the source material.
Breaking Single Malt Traditions
The original concept was deceptively simple: create a more inviting, full-bodied whisky that didn’t require a spirits education to enjoy. While most single malts of the era were notably pale, The Singleton team made the deliberate choice to create a darker, richer-looking spirit. This was achieved through traditional caramel addition and sherry cask finishing – techniques that would enhance both color and taste.
The approach paid off dramatically when The Singleton won the Sunday Express ‘Best of British’ competition, judged by the UK’s leading whisky experts. This unexpected victory – competing against the most famous names in Scotch – proved that accessibility didn’t mean compromising on quality.
Engineering the Perfect Dram
The production strategy focused on three key elements:
- A base spirit from Auchroisk with its signature estery, floral profile
- Careful use of sherry casks for maturation, adding richness and complexity
- A deliberate color strategy using caramel to create a more inviting appearance
However, initial success led to an unintended consequence – the brand was priced too high, positioned above its intended market segment between premium blends and top-shelf malts. This pricing misstep would keep The Singleton in a holding pattern through the 1990s, before a strategic repositioning would transform its fortunes.
The Multi-Distillery Revolution
What started as The Singleton of Auchroisk would evolve into one of the most flexible and commercially intelligent approaches in single malt history. Today, The Singleton appears as three distinct expressions: Glen Ord, Glendullan, and Dufftown. This wasn’t just a branding exercise – it represented a fundamental shift in how a single malt brand could operate.
The genius lies in the adaptability. As quoted in the source material, “The name can be applied to any distillery which has a surplus of malt whisky stocks.” This gives Diageo remarkable flexibility in production and supply chain management, while maintaining the core brand promise of an accessible, premium single malt.
The transformation began in earnest after 2006, when market research in Taiwan led to a complete repackaging by master designer Gerry Barney from Sedley Place – the same craftsman who had designed the original Singleton.
A Legacy of Innovation
Today, The Singleton stands as one of the star performers in Diageo’s malt portfolio, proving that sometimes breaking with tradition can create something extraordinary. Its success validated the original vision: that single malt whisky didn’t need to be intimidating to be exceptional.
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The Inside Story
This fascinating journey from experimental concept to global success is just one of many remarkable innovations chronicled in “That S*it Will Never Sell!” by David Gluckman. As the person who actually conceived and developed The Singleton, along with other iconic drinks brands, Gluckman provides unique insider insights into the creative and commercial thinking that transformed the spirits industry.
The book, available on Amazon, offers an unvarnished look at the real stories behind some of the world’s most successful spirit brands. Through The Singleton story and many others, Gluckman demonstrates how challenging conventional wisdom – and ignoring those who say “that will never sell” – can lead to extraordinary success in the spirits industry.
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