Singleton whisky, high volume single malt, is projected as the whisky with the potential to become number one for DIAGEO, according to Cristina Diezhandino, global category director for Scotch and managing director of Reserve, The Spirits Business reported.
The Singleton is the fastest growing Single Malt Scotch Whisky in the world for DIAGEO. Besides, according to The Scotch Whisky Association, single malt Scotch whisky exports continued to grow, growing by 14.2% in 2017 to £1.17 billion.
A thriving market then exists for Singleton Scotch Malt to position itself as the first, if not the first, in the DIAGEO range even if it does not yet reach the milestone of one million cases sold. Diezhandino also states that Singleton possesses all the necessary attributes to achieve the objective.
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