BROWN SPIRITS: WHISK(E)Y
Malt whisky segment ‘should be an Aladdin’s cave of excitement’ with strong variety
Travel retail exclusives, promotions, activations and storytelling play important parts in driving the success of the duty free and travel retail whisk(e)y category, as Andrew Pentol discovers.
Above: Whyte and Mackay’s upcoming limited-edition Jura 212 Single Malt will no doubt feature in Jura DF&TR activations worldwide.
RIght: Edrington Global Travel Retail has set about putting The Macallan on a par with true luxury brands.
S
pearheading premiumisation in the single malt whisky category remains a strong
focus for companies such as Edrington Global Travel Retail. This is hardly surprising since
premiumisation, along with travel retail exclusives and no-age- statements, is among the main trends and focuses across the DF&TR whiskies sector. Through the roll-out of its
boutique programme, Edrington Global Travel Retail has set about putting The Macallan on a par with true luxury brands in terms of presentation and retail experience. Last year, the major focus for the
company was actually the roll out of The Macallan Boutique Programme. Openings in Dubai and London were significant milestones, according
“The malt area should be an Aladdin’s cave of excitement and wonder with a huge variety of brands on offer.”
Richard Trimby, Travel Retail Director, Whyte & Mackay
48 TRBUSINESS
to Suzy Smith, Managing Director, Edrington Global Travel Retail. She tells TRBusiness: “We are
already delighted with the early results [of The Macallan Boutique Programme] not only from a sales perspective, but in terms of consumer engagement
and
brand building. “2020 will clearly be
challenging, but our vision remains focused on premiumisation and consumer engagement. We’ll continue the expansion of The Macallan Boutique Programme and have a strong calendar of product
innovation,
supported by in- store activation and engagement.”
Boutiques & activations Further announcements regarding The Macallan Boutique Programme will be made in due course, says Smith, who feels the boutique format enables Edrington to deliver ‘an incredibly powerful’ brand experience.
She says: “It’s a fantastic way of engaging with customers at key locations. But we’re also aware that space is at a premium and very selective about potential locations for boutiques. “Activations,
therefore, will also remain an important way of bringing our brand to life. In both cases, airport location, passenger mix and type and quality of space will all dictate our approach and level of investment.” The trend for
premiumisation across the DF&TR whisky category remains apparent,
but retailers must offer choice and create opportunities for new and smaller brands to flourish. “The malt area should be an
Aladdin’s cave of excitement and wonder with a huge variety of brands on offer,” says Richard Trimby, Travel Retail Director, Whyte & Mackay. “If smaller brands are not given the chance, then there is a risk of it
MARCH 2020
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