Abstract Dissociative ionization of methyl 2‐hydroxy‐isovalerate and dimethyl tartrate cleanly generate, via McLafferty rearrangements, the 1‐methoxy‐ethene‐1,2‐diol ion HOCHC(OH)OCH , 2. The unimolecular chemistry of 2, the enol form of ionized methyl glycolate, HOCH 2 C(O)OCH , 1, was investigated by a variety of tandem‐mass spectrometry‐based techniques using D‐ and 18 O‐labelled precursor molecules. The enol ion undergoes four major dissociations viz. loss of CH , CO, CH 3 OH and C 2 HO . Loss of CH involves isomerization of 2, via a 1,4 H shift, into the distonic ion HC(O . )C(OH)O + (H)CH 3 , 4, followed by direct bond cleavage yielding the product ion HC(O)C(OH) . A second 1,4 H shift yields the hydroxyketene/methanol ion–dipole complex which serves as the precursor for the losses of CH 3 OH and C 2 HO , yielding HO(H)CCO +· and CH 3 OH respectively. A further isomerization step leads to the loss of CO, yielding the O…︁H ⃛O bridged ion [CH 3 O(H) ⃛H…︁ OCH] +· , one of the most stable isomers on the C 2 H 6 O potential energy surface. Ionized methyl acetate, CH 3 C(O)OCH and related aliphatic esters, readily interconvert with their enol isomers prior to dissociation, but no such tautomerization occurs in 1. This is because the HOCH functionality opens up facile rearrangement/dissociation pathways in 1 and 2 whose energy requirements lie below the tautomerization barrier 1→2.