Whisky Focus - Whyte & Mackay Now 3rd Largest Malt Whisky Supplier In Asia Travel Retail

Whyte & Mackay is putting the spotlight on the powerhouse Single Malt category as the travel retail industry turns its eyes once more towards Hainan for the TFWA Asia Pacific Hainan Special Edition.

Asia has always been a key market for whisky brands and during the pandemic the Single Malt category has remained resilient in the face of mounting challenges. Malt outperformed the coveted Cognac and Blended Scotch categories in the region’s duty free market during the pandemic, with a -52% decline in Malt sales compared to a -58% drop for Cognac and a -78% drop for Blended Scotch

Today, Single Malt is almost as big a category as Blended Scotch in Asia duty free after gaining 7 percentage points value share to now take 22% of the market.

Whyte & Mackay fuelled this trend, outperforming the category in both GTR and Asia duty free. The company is now the 3rd biggest malt player in value in the Asia duty free market, up from 5th, and that growth has been driven by its range of pedigree malts, in particular the masterpiece in the making, The Dalmore, which has performed very well in Asia, and is now the region’s No. 3 Malt in value.

However, Malt’s success in recent years is also due to its ability to appeal to all shoppers, including those looking for variety and excitement. That is why there is a big demand for Discovery Brands, such as Fettercairn, which has also helped to power Whyte & Mackay’s impressive resilience over the last year, by reporting the second biggest malt growth in value in Asia DF (+214%) despite the downturn. Brands such as this attract those shoppers seeking out a hidden gem.

New Innovations

During the TFWA Hainan Special Edition this week, Whyte & Mackay is showcasing the latest innovations from its stable of leading brands, which will play a central role in the recovery of travel retail in Asia and beyond.

Whyte & Mackay has recognised the importance and power of Prestige Single Malt brands for years and now the company’s masterpiece in the making, The Dalmore, is ready to lead the way and drive recovery in the market.

Central to this has been the release of the new The Dalmore Ensemble Collection in the region. The range features an exquisite three, four and five-cask finish and is supported by an innovative omnichannel campaign, which uses bespoke pieces of music to boost penetration and drive in-store footfall.

Clarisse Daniels, Head of Marketing for Travel Retail at Whyte & Mackay says: "The Single Malt sector has been incredibly resilient throughout the past year. We have seen incredible pent-up demand and spend at Duty Free Zones across Asia, and Prestige brands such as The Dalmore have been driving that demand.

"The Dalmore is now the 3rd biggest malt brand in value in Asia duty free and we expect this growth trend to continue and grow as more of the market reopens.

"The challenge is to keep up with the ever-increasing demand for our rare collections, so we are pleased to reveal that the travel retail exclusive The Dalmore Ensemble collection is launching in the region after enthusiastic reactions from our key partners.

"Duty free shoppers in Hainan will be able to discover the new exclusive range through our omnichannel campaign. This aims to drive awareness of our presence on the island in order to entice consumers to visit the duty free shop. Once in store, shoppers will be invited to discover both incredible brand stories and thrilling digital engagement.

"The multi-sensory experience will trigger an emotional reaction as they enjoy the product and create a lasting memory. They will be able to repeat the experience post purchase with the animations being available online."

Micheline Wong Area Director Asia Travel Retail at Whyte & Mackay adds: "The TFWA Asia Pacific Hainan Special will take us all to the beating heart of the travel retail market.

"Thanks to Hainan, Asia has been a vital bright spot for us all in the last year and the region will continue to be one of our industry’s highlights for years to come. This is a key market for the Malt sector and one where Whyte & Mackay is enjoying excellent results despite the current challenges.

"We are excited to showcase all the innovations and new products we have for this flourishing market."

You will find Whyte & Mackay's The Dalmore, Fettercairn, Jura and Tamnavulin single malt whisky ranges available from specialist online whisky retailers such as The Whisky Exchange, Amazon and Master of Malt
 

• UK Shops
   
• USA Shops
   
• European Shops
   

Whisky Focus