According to sales data from Dan Murphy’s, sales of single malt whisky increased by over 50 per cent in the week leading up to Father’s Day last year, and the drinks retailer is expecting a similar uplift this year.
“Single malt is the true expression of a distillery and is a good choice for dad on Father’s Day, as it is top shelf whisky,” Dan Murphy’s Spirits and Premix Category manager James Duvnjak said.
One of the ultimate gift choices for Father’s Day is Australian single malt. According to the data, Dan Murphy’s has seen Australian whisky sales increase by 150 per cent.
“Two of the biggest trends we are seeing across drinks at the moment are customers wanting to support local producers and to drink better, and Australian whisky neatly ticks both of those boxes,” Duvnjak said.
Sales of single malt whisky have increased in prominence as a drink of choice for Australians, particularly since the first COVID-19 lockdown in March 2020.
“With everyone staying home due to COVID, we saw customers really start to think about their drink choices differently,” Duvnjak said.
“Just as people started to make sourdough and pasta at home, they needed better drinks to match with them. Single Malt was one of the main trends that has been growing over the past five years that was all of a sudden at the forefront of people’s minds. Trends we expected to build over the next three to five years happened in three months.”
Single malt whisky is made from 100 per cent malted barley, which is distilled at a single distillery.
“Even though some single malts from similar regions can have common characteristics, each individual distillery’s expression will have its own unique methods which deliver flavours, aromas and traditions that cannot be replicated,” Duvnjak said.
Dan Murphy’s has almost 200 single malts to choose from and more than 120 Australian whiskies in its range both online and in stores.