Diageo raises stakes with new whisky offers

<P>Diageo has launched new whisky labels to reach two distinct audiences  in the region - blended scotch lovers and malt whisky fans. </P> <P>Malt whisky brand Singleton made its global debut in Korea and Taiwan last month, to be followed by soft launches in Singapore, Philippines and Thailand by mid-August. </P> <P>Meanwhile, blended scotch label Dimple joined fellow Diageo blends Johnnie Walker and J&B in China last month, and will soon roll out in Indochina. Earlier this year, Dimple, which has been in Korea since the '90s, launched in Taiwan. </P> <P>"Malt whisky is for very discerning tastes, whereas blended whiskies are more mainstream," said Harvey Ong, regional marketing manager of Diageo's whisky portfolio. "Blended whiskies are much more popular in China and we have no plans as yet to supply Singleton outside of dutyfree stores there." </P> <P>According to Ong, scotch consumption has grown six per cent in the last five years, surging 11 per cent year-on-year in 2005. He said the group decided to debut Singleton in Asia because of the malt category's rapid growth in the region, outside China. The drink is being introduced in high-end bars and pubs leveraging the theme 'Simple pleasures in life'.</P> <P>"Malt is at a very young stage in Asia," said Ong. "Most consumers don't understand it yet because it is so intimidating and complex. But there's actually a lot of history and romance behind it that we think will appeal especially to Asians, and we're very confident of its success." </P> <P>To introduce the malt story, Diageo has planned a raft of on-ground activities in each market - including educational tasting sessions, PR events and bartender training - to targeted media and trade members.  </P> <P>Meanwhile, marketing and PR activities for Dimple are still being finalised. Ong said Dimple would be priced similarly to Johnnie Walker and key rival Chivas, while Singleton would be priced close to its leading competitor, believed to be Macallan. </P>