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Tuesday 16 September 2014

The Singleton unveils ‘accessible’ duo

16th April, 2014 by Gabriel Savage

The Singleton is preparing to launch two new expressions, Tailfire and Sunray, in a bid to attract a new demographic to the whisky category.

Colin Dunn, Diageo whisky ambassador, unveils The Singleton's two new expressions

Colin Dunn, Diageo whisky ambassador, unveils The Singleton’s two new expressions

Introducing these two additions to the Speyside brand’s portfolio, Diageo master blender Dr Matthew Crow noted that Tailfire offers an emphasis on berry flavours, aided by maturation in Sherry barrels, while Sunray is characterised by honeyed notes, enhanced by the use of ex-Bourbon barrels.

“They’re big flavours which draw you in, but they’re not in any way simple flavours,” he outlined. “It’s the idea of them being accessible – big, bold notes that draw you in and give you something to latch on to.”

In order to help bring these new expressions to a wider audience, The Singleton has recruited mixologist Andrea Montague, who has worked for leading London cocktail bars such as Lab, Floridita and Callooh Callay, as an ambassador.

As part of her role, Montague has created a new cocktail for each whisky. Sunray has been mixed with fresh lemon, sugar and mead, then topped up with soda to create a honeyed version of the Whisky Collins. Meanwhile Tailfire appears in the “Fruity Scot”, mixed with fresh lemon juice, crème de mûre and white grape juice.

Commenting on the return to popularity of the whisky cocktail in recent years, Montague noted: “Whisky had a bit of a halo around it because they wanted to protect it. In the ‘70s and ‘80s whisky cocktail culture was not at its best.”

This sentiment was echoed by Colin Dunn, whisky ambassador for Diageo, who recalled: “When I started out at the turn of the last century, whisky was really only drunk one way: neat.” However, he reported, “Over the last few years that has changed.”

The two new Singleton expressions

The two new Singleton expressions

The two new expressions will see their first public outing at the Singleton Whisky Night Market, which is due to take place on London’s South Bank on the evening of 15 May this year.

Describing the event as “an eye-opener and a palate-opener to the world of whisky,” Dunn explained that the market had been inspired by the growing popularity of food markets and pop-up restaurants in the UK,

In order to highlight this connection with what he described as “people with a real passion for selling their product to the public”, the initiative will see The Singleton’s range appear alongside a variety of small-scale food producers, including Pong Cheese and Coco Maya. Visitors will be able to sample the whisky alongside products ranging from cheese to marshmallows, baked apple, doughnuts and chocolate truffles

Tom Sandham, one half of The Thinking Drinkers, who will also take part in The Singleton Whisky Night Market, summed up the mission behind this latest step from the brand, explaining: “What The Singleton is trying to do is create a whisky that speaks to a new demographic – women and young men.” He suggested that at present women account for just 29% of whisky drinkers.

Tailfire carries and RRP of £33, while Sunray is £36. For more information about the Singleton Whisky Night Market, click here.

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