Whisky Focus - Whyte & Mackay Takes Innovative Approach To Travel Retail

Whyte & Mackay Takes Innovative Approach To Travel Retail


8th March 2021
Whyte & Mackay offsets reduced passenger numbers with an innovative omnichannel approach by working in partnership with Taiwan’s most important Social Media whisky influencer Steven Lin.

Despite the limited passenger numbers during the Covid-19 pandemic Whyte & Mackay, producer of of Scotch single malt whiskies such as The Dalmore, Jura, Fettercairn and Tamnavulin has taken an innovative omnichannel approach to offsetting the reduced numbers by working in partnership with Taiwan’s most important Social Media whisky influencer Steven Lin.

With Whyte & Mackay’s carefully crafted in-store experiences starved of visitors during the pandemic, this inventive partnership used digital platforms to bring the stores and brands to life for shoppers as part of an omnichannel campaign, reaching a wider audience of consumers and driving penetration both at the airport and off-shore.

Whyte & Mackay has continued to invest in the market during the downturn, with a new shop-in-shop for its masterpiece in the making, The Dalmore, at Taiwan Taoyuan Airport, as well as high-profile pop-ups to drive awareness of its two newly-listed Single Malt brands, Jura and Fettercairn.

The Dalmore, Fettercairn, Jura and Tamnavulin whisky.

Lin’s video, which includes tastings, a tour of the stores and an exploration of the brand stories, is tailored to the desires of modern malt shoppers, who seek online engagement and experiences which showcase the brands and their stories in new and exciting ways. The digital campaign surpassed its initial target to reach 355,000 views and 718,000 impressions.

Whyte & Mackay’s strategy has also helped to offset the results of the pandemic. The investment in Taiwan helped Whyte & Mackay to outperform the wider travel retail industry, ending 2020 down only 13% year-on-year in this market, well above the industry average of -59%.

The campaign’s combination of physical and digital showcases the omnichannel approach with which Whyte & Mackay is leading the way in the travel retail Single Malt market. It allowed the brands to engage shoppers in both the domestic and duty free channels, while highlighting the unique experiences which are only offered in travel retail.

The online and offline initiatives also reflect a continued investment in the category and a passion for driving penetration, which is the number one challenge for retailers in the sector and will be especially important as the market looks to recover from recent challenges.

Clarisse Daniels, Whyte & Mackay Head of Marketing GTR, says: "Times like these require a new way of thinking and a new way of doing things in all retail sectors. It demonstrates Whyte & Mackay’s agility and ability to come up with creative solutions to drive our customer’s business in difficult periods."

"We believe it is vital to continue creating exciting experiences for our retail partners and duty free shoppers throughout their purchase decision journey, so we have taken a new and innovative omnichannel approach to bringing these to life for consumers who are desperate to travel again and enjoy the beautiful experiences our brands are offering in this channel. They can’t experience our brands at the airport, so we brought the experience to them!"

The Dalmore Shop-in-Shop opened in October and provides a flagship store for the powerhouse Single Malt brand at the top ‘malt airport’ for travel retail. Even though the activity took place at Taiwan Taoyuan Airport, the digital amplification also benefited Taiwan off-shore shops. This demonstrates the success of Whyte & Mackay’s focus on deploying omnichannel campaigns in travel retail which drive penetration, conversion and spend across the board.

For the newly-listed Jura and Fettercairn, the impactful, engaging and distinctive pop-ups in prime locations, combined with the partnership with Steven Lin, positioned these brands at the forefront of Taiwanese hearts and minds.

You will find the current Whyte & Mackay range of of single malt whiskies available from specialist online whisky retailers such as The Whisky Exchange, The Whisky Shop and Master of Malt
 

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