We have news of the opening of the first The Singleton Sensorium at Taiwan’s Taoyuan International Airport. The Singleton Sensorium is an “engaging and luxurious retail space where consumers can discover, explore and experience the sights, flavours and aromas of these vibrant and contemporary Single Malt Scotch whiskies.” Find out more…
The Singleton’s press release tells us: Tasting bays have been installed at which dedicated brand ambassadors will lead nosings and tastings of The Singleton whiskies. Passengers will be encouraged to experience the unique flavours of the range, famous for being smooth and gentle on the palate.
In addition, The Singleton Sensorium features branded wall and window displays, and an engagement gondola in a premium location in one of the world’s busiest airports.
The Singleton family hails from the Glendullan, Glen Ord and Dufftown distilleries in the Speyside region of Scotland and the range is known for its light and delicate Single Malts which have sufficient complexity to create wonderful layers of flavour that can be easily enjoyed by all, from the very first sip.
Three of The Singleton variants are travel retail exclusives, and will feature prominently in The Singleton Sensorium. They are The Singleton Of Glendullan Classic™, The Singleton Of Glendullan Double Matured™, and The Singleton Of Glendullan Master’s Art™.
In addition to these three exclusives, The Singleton Of Glen Ord™, a richer expression of The Singleton style and The Singleton Of Dufftown™, regarded as the most well-balanced expression of The Singleton style, are also available in travel retail and domestically and will be available to purchase in The Singleton Sensorium.
Peter Fairbrother, Global Marketing Director of Diageo Global Travel and Middle East (GTME), said: “The Singleton is the very best choice for people who are new to Malt Whisky. The Singleton Sensorium in Taoyuan offers consumers an amazing shopping experience that will introduce them to some of the easiest to savour and best tasting malt whiskies in the world. We’ll have fantastic brand ambassadors on-hand to tell The Singleton story and to lead customers on a sensory journey from nose to palate and beyond.
“The Singleton Sensorium is the next step in Diageo’s journey to build The Singleton as a powerful brand in Scotch whisky and we are thrilled to be working with Taoyuan International Airport and Tasa Meng to offer consumers this unique shopping experience.”
Nancy Ku, President of Tasa Meng Duty Free said: “It’s a real coup to host the world’s first The Singleton Sensorium in our retail space in Taoyuan International Airport. It offers Travel Retail shoppers an experience unlike any other and is the perfect environment for them to find out more about this family of beautifully-balanced Scotch whiskies.”