Diageo is spending £800,000 on a launch designed to bring new consumers into the malt whisky market. The Singleton of Dufftown had a smoother taste that would attract consumers who avoided the category because they thought the flavour of malt was too challenging, said the company.

Diageo will invest in print advertising and experiential and in-store sampling from October to December. The drinks group wants to raise its profile in a category that has grown by 11% in value over the past four years to just under £200m, but which is dominated by William Grant’s Glenfiddich and LVMH’s Glenmorangie.

“By targeting consumers who would like to drink single malt whisky but feel there are too many barriers, we are tapping into an opportunity that will drive longer-term growth in the category,” said Steve Wood, senior brand manager for malt whisky at Diageo GB.

The new brand comes from Dufftown, a town in Speyside, the leading production region for single malt Scotch. The Singleton of Dufftown has an rsp of £28.69, between £2.50 and £3 above the supermarket retail price of Glenfiddich.