WAITROSE EXPANDS NO.1 RANGE WITH THREE NEW SINGLE MALT WHISKIES

Waitrose & Partners has launched three new single malt whiskies under its No.1 label, priced at £25–£29 for 70cl. The release strengthens the retailer’s premium spirits offering and taps into growing consumer interest in accessible craft whisky, positioning the own-label range for both gifting and everyday exploration.

Waitrose & Partners is strengthening its premium spirits portfolio with the debut of three new single malts under its No.1 label, expanding the retailer’s footprint in the fast-growing whisky category. Available in stores now, the range is priced between £25 and £29 for 70cl, positioning it squarely within the accessible luxury tier that has helped drive category recruitment in recent years.

The launch reflects Waitrose’s ongoing focus on own-label innovation, particularly in higher-margin gourmet and craft-led segments that resonate with its customer base. While whisky has long held its status as a gifting staple and a hobbyist choice for enthusiasts, the mainstreaming of single malt through more affordable pricing has opened new purchasing occasions—weekend indulgence, at-home tasting, and casual social consumption among them.

Industry analysts note that private-label spirits have evolved significantly in sophistication, moving beyond value-led products to offer provenance, cask narratives, and small-batch credibility typically associated with independent bottlers. The No.1 range has been instrumental in this shift for Waitrose, spanning fine foods, wines, and artisanal pantry goods that cue craftsmanship and connoisseurship without requiring specialist knowledge.

For shoppers, the timing aligns with broader consumer trends favouring exploration within spirits, especially as cocktail culture and home bar rituals continue to flourish post-pandemic. With price points that lower the barrier to trade up from blended whiskies, Waitrose’s new malts could serve as a gateway for discovery—supporting both trial and repeat purchase.

As retailers navigate an increasingly competitive premium grocery space, own-label launches like this represent a strategic lever for differentiation. By pairing brand trust with category-specific expertise, Waitrose aims to court both seasoned whisky fans and curious newcomers through quality-driven releases that enrich its shelves and reinforce its brand’s gastronomic credentials.