Breaking barriers: The Singleton focuses on flavours, welcomes localisation to capture booming Asian markets
The pronounced growth for whiskey in Asia has been attributed to a combination of factors, among which the appreciation for heritage, authenticity, and complex flavours has been underlined.
“When you look at Asian cooking, for example, it’s never one-dimensional. It’s always got layers of complexity and depth of flavour. And that’s where Scotch whiskey really does well — it’s meant to be savoured slowly, and you will find that the flavours keep evolving and new notes emerge as you drink. I think this is much appreciated in the region.
“Asian consumers are also becoming more receptive to different flavours from all over the world, which wasn’t as much the case some 30 years ago. At the same time, the way we talk about Scotch whiskey has evolved over the past few years. We still are very respectful of our heritage and roots, but we are highlighting flavours more and talking about things like food pairing, so the occasions [where whiskey is drank] have expanded,” Ewan Gunn, global brand ambassador of The Singleton, told FoodNavigator-Asia.
He was in Singapore for a masterclass as part of Changi Airport Group’s World of Wines & Spirits (WOWS) event held in partnership with Lotte Duty Free, taking place from September to December 2024.
According to Gunn, The Singleton is the biggest growth driver for Diageo’s single malt portfolio, and the best-selling brand in many markets as well as travel retail.
Beyond that, it is also said to play a “hugely important” role for the entire Scotch whiskey category.
“For the most part, it’s seen as a brand that is easy to understand. Its liquid is easy to enjoy, so it welcomes people into not just Diageo’s portfolio, but the world of whiskey.
“We have never lost sight of where we came from, but we know that people don’t buy a bottle of whiskey simply because it’s from a distillery that is 200 years old. They buy it because of how it tastes. So, we are focusing more and more on flavour.”
Gunn shared that the brand’s Gardens of Abundance travel retail collection, comprising four natured-inspired single malt whiskies, is a “great example” of this shift in focus.
“This collection features non-age statement whiskeys. We still share about our distillery and where the whiskeys are from, but we don’t delve into how old they are. We are emphasising on flavours because ultimately, taste is the most important factor when people choose a drink.”
Not a whiskey snob
A common consumer behaviour across different cultures observed by Gunn is localisation, whereby people are not just pairing whiskey with local dishes, but also mixing it with beverages that they are familiar with.
“One thing we often see is that people will take Scotch whiskey and make it their own. For instance, in parts of Asia, you find people mixing it with iced green tea or people putting it in a tall glass with lots of ice and their preferred local soft drink.
“While the Scotch whiskey flavour is appreciated, people like to localise. It’s not a distinctly Asian thing; it’s happening across the globe. For brands like ours that want to recruit more people into the whiskey world, we are happy to see that. It’s a bit frustrating that there is a perception about the rules of how one should drink whiskey. But for most whiskey makers — whichever way you drink it — if it makes you happy, it’s the right way,”
Gunn believes that the key to introducing more people to Scotch whiskey is to break down these perceived barriers.
“We didn’t create those barriers or rules of how, when and by whom whiskey should be drank. They just seemed to have developed over time.
“There are flavours that you can play with Scotch whiskey, which you probably cannot do so with other spirits. Whether you are mixing it, drinking it neat, or having it with water on the rocks, we don’t mind as long as you are enjoying it.”
Striking a balance
Although appealing to both seasoned connoisseurs of and beginners to whiskey is a challenge, Gunn thinks that it can be done through addressing the needs of both groups.
The crux is to approach it in a “layered and nuanced way” by respecting the people who already have a deep understanding and knowledge of whiskey, while not patronising those who are new to it.
“We never want to alienate the customers who love our tradition and heritage, and have supported us for a long time. They are important to us, so we’re never going to do something so crazy and obscure to drive them away. Having said that, we still want to bring new people into our world.
“Even if you have never tasted whiskey before, you understand flavour because you eat. Therefore, for beginners, we talk about whiskey in simple terms, starting with flavour and making it easy for them to enjoy without over-analysing it. Once they learn more [about it], we can provide more education and information.”
