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Whyte &
Mackay fuels Dubai Duty Free sales with
impressive new single malt launches.
In whisky business news
Whyte & Mackay continues to strengthen
its presence in the growing single malt
category within Global Travel Retail
(GTR) through a series of high-profile
activation spaces at Dubai International
Airport, in collaboration with Dubai
Duty Free (DDF).
Throughout June, Whyte & Mackay
showcased its single malts – The
Dalmore, Jura, Fettercairn, and
Tamnavulin – in prominent activation
spaces across T1 and T3 Departures, as
well as T3 Arrivals. In July, additional
activation spaces will spotlight
Fettercairn and Jura.
This collaboration underscores Whyte &
Mackay’s dedication to the growth of the
single malt category, particularly in
the Middle East, a crucial region for
this market. Scotch whisky, the largest
spirits category in GTR, continues to
surpass overall spirits category growth,
exceeding pre-COVID forecasts,
especially in key regions like Dubai and
India. Notably, Whyte & Mackay is the
only malt owner globally to have
achieved growth every year since 2019
across all global markets with its
single malt portfolio.
New Travel Retail Exclusives Drive
Exceptional Sales
The single malts showcased in this
summer’s DDF activations include The
Dalmore Luminary No.2 Collectible and a
range of travel retail exclusives, such
as a new aged range of Fettercairn
expressions, the limited edition and
collectible Jura Islanders’ Expressions
No.3, and Tamnavulin Sauvignon Blanc
Edition.
These activations support the regional
rollout of these collections, each
targeting a specific shopper demographic
and mission. Thanks to Whyte & Mackay’s
expertise in understanding malt shoppers
and consumers, the visually striking
displays are designed to attract
footfall and drive in-store conversions.
The installations feature eye-catching
merchandising units, bottle displays,
tastings, and extensive signage to help
shoppers navigate the selections and
feel confident in their purchases. As
part of Whyte & Mackay’s partnership
with DDF, the launch of The Dalmore
Luminary is further supported by a
campaign on JC Decaux screens across the
airport’s VIP lounge spaces, a proven
method for driving store traffic and
conversions.
In June, Whyte & Mackay reported an
exceptional 37% increase in value sales
at DDF compared to June 2023. This
phenomenal growth was driven by
Tamnavulin (+277%), Fettercairn (+218%),
and The Dalmore (+28%), which remains a
preferred choice among DDF shoppers (all
figures are value sales for June 2024
versus June 2023).
"We are absolutely delighted with our
Dubai Duty Free partnership, which has
resulted in our single malt brand
activations attracting more passengers
to their stores, and driving headline
growth,” noted Whyte & Mackay Regional
Director GTR Clarisse Daniels. “As
single malt specialists, we have
carefully curated a series of impactful
activations, which clearly express the
character, ethos and positioning of our
different whiskies, with compelling
propositions that appeal to both
existing and new customers."
She continued: "Our portfolio
outperforms the single malt category in
the premium, super-premium, and
ultra-premium price segments, driven by
Tamnavulin, Jura and Fettercairn,
respectively. I’m confident these new
travel retail exclusive launches will
continue to increase penetration,
conversion and spend, fuelling long-term
growth both for us and our retail
partners."
You will find the current
Whyte & Mackay single malt whisky
portfolio, including The Dalmore,
Tamnavulin, Jura and Fettercairn whisky available from specialist online whisky
shops such as
The Whisky Exchange
and
Master of Malt
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