Whisky brand, Singleton, has launched new global campaign geared at pushing beyond traditional associations of scotch, setting out a fresh direction for the brand and the Malt whisky category.
Speaking about the new global campaign, Singleton Brand Manager, Wangeci Gakenia said the the aim was to recruit new market.
“The Singleton is the 4th largest Single Malt in the world, loved by new and seasoned whisky drinkers alike, yet in research, we learnt that many still perceive whisky as a serious and often solitary drink.
“In a busy world filled with distractions, our audience are craving the opposite of this, instead looking to enjoy a single moment that enables deeper connections.
““The Single Moment” addresses this tension, delivering a campaign that can cut through the noise and invite new recruits and our existing audience to luxuriate in a moment of real connection.”
In keeping with the brands roots in fine dining, the launch of the campaign took place at the Radisson Blu Hotel with a culinary journey specially crafted by the Executive Chef, Wayne Walkinshaw.
The multi–course experience took the guests on a journey across different continents inspired by the Singleton’s tasting notes.
Chef Wayne used The Singleton whisky as an integral component in the creation of several dishes, infusing the essence of the whisky into marinades, sauces, and reductions that highlighted the whisky’s deep, complex flavours.
Each course was designed to complement and enhance the tasting experience of The Singleton, starting with appetisers that brought out the whisky’s light fruity notes, followed by main dishes that paired beautifully with its spicier, richer undertones.
To complete the meal, the chef created a dessert that highlighted the subtle sweetness and oakiness of the whisky.
The process of crafting this menu was centred on creating a harmonious balance between the whisky and the flavours of the ingredients, ensuring that each dish served as an extension of The Singleton’s sensory experience.
This new campaign marks a significant milestone in the Singleton’s growth as it continues in its journey to build a distinctive luxury icon.
