Retail in Asia

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Singleton Sensorium opens at Taoyuan Airport, Taiwan

Diageo Global Travel and Middle East (GTME) has opened the first ‘The Singleton Sensorium’ in travel retail at Taiwan’s Taoyuan International Airport and describes it as a ‘luxurious retail space’.

Diageo told TRBusiness that it is serious about its single malts in travel retail and recently talked through the strategy behind its ‘flagship’ brand, Singleton with Charlotte Turner. The GTME division released three variants from ‘The Singleton of Glendullan’ as travel retail exclusives in October last year including the Classic, the Double Matured and Master’s Art.

The Singleton of Glen Ord, a richer expression of The Singleton style and The Singleton of Duffton, ‘regarded as the most well-balanced expression of The Singleton style’, are also available in travel retail and domestically.

While Diageo is happy with the portfolio it has and stresses that it doesn’t want to make any changes to it, it is making a big step change with regards to Singleton, which it aims to position as its flagship malt.