BROWN SPIRITS: WHISK(E)Y
becoming bland. “Malt consumers tend to have a
repertoire. To make the category sing, you need to offer something fresh and distinctive.” The success of Whyte and
Mackay’s Fettercairn single malt whisky is the perfect example, according to Trimby. “It’s a young, exciting brand,
which landed in travel retail very early and flourished as a result.” Trimby believes malt whisky must
be at the heart of DF&TR stores, as it appeals to an established customer base and large number of younger consumers entering the category. He adds: “Malt whisky has a major
role to play in the future growth of the travel retail market; Whyte & Mackay is perfectly positioned to be at the heart of that.” Travel retail exclusives also have
a major part to play in driving the duty free and travel retail whisky category. For Distell Global Travel Retail, the exclusive launch of the Bunnahabhain 39 Year Old Spanish Octave Finish was one of the main highlights of 2019. Created especially for last year’s
DFS Masters of Wines and Spirits event, this exclusive limited edition is part of the new Bunnahabhain Elements Series. This first edition hero is crafted
around the importance of various elements impacting on the character of each Bunnahabhain whisky. It showcases the significance of the charred wood from the whisky re-fill, the sherry wood from the Spanish Octave and the copper of the tallest stills on Islay. Outlining the importance of travel
retail exclusives and high-profile promotions (HPPs) in general, Distell Managing Director Travel Retail Luke Maga explains: “Travel retail exclusives are important sales drivers for our whisky business because they offer a point of difference from domestic markets. “HPPs are equally important
because they allow us to communicate the history and unique selling points of our brands to customers who might not yet have encountered them.” Last year, for example, Distell launched Bunnahabhain Scotch
MARCH 2020
Whisky’s first-ever HPP at Hong Kong International Airport, in partnership with CDF-Lagardère. Maga recalls: “The Bunnahabhain HPP featured the brand’s World Traveller Exclusive range of whiskies, comprising An Cladach, Eirigh Na Greine and Cruach Mhona, as well as two expressions from the core range. “These were Bunnahabhain 12
Year Old and the super-premium 25 Year Old. The HPP enabled us to communicate the brand’s 138-year history via storytelling and sampling.”
Versatility in whiskey Storytelling is also key to The Macallans’s success in travel retail. Edrington’s Smith remarks: “Our stunning new distillery
and visitor centre is an incredibly powerful asset that we want to bring to life as strongly as possible around the world, giving travellers an opportunity to experience our spiritual home. “This will continue to
be a focus of our boutique programme as well as many aspects of our in-store promotions and product development strategy.” Asked by TRBusiness about
the value of special editions and travel retail exclusives, Whyte & Mackay’s Trimby says these products offer a unique opportunity to experiment with packaging design. The result
“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.”
Suzy Smith,
Managing Director, Edrington Global Travel Retail
can be something impactful that will stand out in-store and create an extra reason for shoppers to purchase. He says: “Travellers want to explore and find something impactful which they can show off to friends and family, or which will create a memorable gift. In that respect, special editions are certainly an idea we are looking to develop further, especially around key seasons such as Chinese New Year and Diwali. “Our upcoming limited-
edition Jura 212 Single Malt will create excitement in shops. Excitement is something we build on to create anticipation and draw shoppers back to see what there is.” Speaking of excitement,
American whiskey appears to be at the top of its game. While bourbon remains the most
popular type of American whiskey, other types including rye whiskey
Left: This year, Stoli Group is planning to continue increasing awareness and presence of Kentucky Owl in travel retail outside the USA.
The Macallan opened a new boutique at London Heathrow in partnership with Dufry Group last July. TRBUSINESS 49
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