Whisky Focus - Whyte & Mackay Champions Single Malts At APTRA India Conference

Single Malt Scotch Whisky is leading the way in the growth of the spirit category in Global Travel Retail, capturing the hearts of Indian consumers as their preferred choice. Clarisse Daniels of Whyte & Mackay delivered this message during her presentation at the Asia Pacific Travel Retail Association (APTRA) India Conference in Delhi this week. Regional Director Daniels emphasised the importance of creating unique in-store experiences tailored to meet the desires of travelling shoppers for inspiration and exploration.

Whyte & Mackay, a proud gold-level partner of the inaugural APTRA India Conference, underscored the strategic significance of the region within the global Scotch Whisky category. The soaring demand for Single Malt has driven substantial growth for Whyte & Mackay, particularly in the Middle East & India, across their range of esteemed Single Malt Whisky Brands such as The Dalmore and Jura.

The Pillar of the Industry

Scotch Whisky stands as the backbone of the Spirit industry. According to Pi Insight, whisky is the favoured spirit for 60% of Indian alcohol buyers in travel retail, with this number steadily climbing year by year, largely fuelled by Single Malts. After more than two decades of impressive growth, the Single Malt Scotch market now commands a global worth of $10 billion despite its limited allocations. Moreover, Single Malt ranks as the third largest category in the travel retail spirits market and holds the top spot in duty-free categories in select locations, including Delhi and Mumbai.

During the panel discussion, Daniels emphasised the pivotal role that younger consumers have played in propelling this growth. Millennials and LDA Gen Z frequently choose Single Malt Scotch as their introduction to whisky, indicating a promising future for the category considering India boasts a larger Gen Z population than the US and China combined.

Indian consumers significantly contribute to the global narrative surrounding the burgeoning middle class, with India home to the world’s second-largest middle-class population after China. As their purchasing power continues to rise, these consumers are increasingly drawn to luxury items, with high-end expressions of Single Malt whisky regarded as a coveted category.

Enhancing the Experience

Creating elevated in-store experiences for these discerning new consumers presents both a significant challenge and opportunity for the travel retail sector. In her discussion with the panel, Daniels highlighted that the modern luxury consumer seeks more than just shopping; they yearn to "experience the exceptional." Daniels noted that 44% of high-net-worth Indian alcohol buyers are women, and they particularly appreciate Single Malt for its association with status, success, and individuality. This conversation struck a chord with the conference audience, who recognised the need for improvements to attract more women with inviting spaces for relaxation, complete with cocktails and food pairings.

Whyte & Mackay’s ‘Masterpiece in the making’ - The Dalmore serves as an exemplary case in point. The brand has eschewed traditional marketing approaches in the Single Malt category, yet it has emerged as the fastest-growing top-eight Single Malt brand and the No. 3 luxury Single Malt brand in GTR (IWSR). This success is a testament to Whyte & Mackay’s profound understanding of the channel, ensuring that The Dalmore remains relevant to travelling shoppers and high-net-worth consumers.

'An incredible opportunity'

Speaking after the event, Clarisse Daniels, Whyte & Mackay Regional Director Global Travel Retail, said: "We have an incredible opportunity in global travel retail with the Indian traveller, both as Whyte & Mackay and for the wider Spirits sector. But it is an opportunity which we must seize in the right way.

"Modern luxury consumers are looking to explore and experiment, and that is why we must create sanctuaries for them, away from the stresses of the airport environment, and ensuring that shoppers’ needs are met in the blink of an eye."

She added: "These are the conversations we at Whyte & Mackay are having with our retail partners in the region and we are very grateful to APTRA for creating a platform for this discussion. It has been wonderful to meet with colleagues and friends in Delhi during the event and it is an excellent chance to put a spotlight on what is fast becoming one of the most important opportunities for our industry."

Daniels was joined on the panel by distinguished industry leaders including Neha Jabbar, Head of Marketing for Gulf & India Travel Retail at Pernod Ricard; Guy May, Director of Global Business at The House of Somrus; Leila Stansfield, Managing Director of Bacardi Global Travel Retail; Sandra Tassilly, Commercial Director for APAC, MENA & India at Diageo Travel Retail; and the panel's moderator, Shalini Kumar, Editor of Spiritz Magazine. The APTRA India Conference was held at the Pullman Aerocity Hotel in Delhi from March 19th to 21st.

You will find Whyte & Mackay's current portfolio of Scotch single malt whisky including The Dalmore, Jura, Tamnavulin and Fettercairn available from specialist online whisky shops such as The Whisky Exchange and Master of Malt
 

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