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BRAND SPOTLIGHT: WHYTE & MACKAY


Our staff is priority says Whyte & Mackay, as it mobilises for a recovery from Covid-19


Scotch whisky manufacturer Whyte & Mackay is focusing as much on the recovery of its business as it is on coping with the global pandemic. Andrew Pentol reports.


W


hilst the arrival of Covid-19 has been a big blow for Whyte &


Mackay, the company is pleased to report strong Asia Pacific travel retail growth over the past three years. It has doubled its business there in the past two. Growth has been driven by The


Dalmore brand, which remains a market leader and is still growing double-digit. But the key growth driver among Asia Pacific shoppers has been innovation and new market introductions. The launch of Jura and Fettercairn


in the region has boosted the portfolio, the latter surpassing expectations and representing an excellent growth opportunity in Asia Pacific. Fettercairn offers shoppers a


mixture of ‘high quality liquid and packaging and a compelling production story’, courtesy of its unique distillation process. In this unprecedented period the


focus, however, has not been new products. Richard Trimby, Travel Retail Director, Whyte & Mackay tells TRBusiness: “Our priority throughout this situation has been ensuring the health and well-being of our people around the world. “The key has been listening to


our staff and teams and ensuring they have what they need. We have invested heavily in that. “Our Asia teams were, of course,


the first to be affected by the situation and we made sure they were kept safe and working from home with the supplies they needed. That has remained our approach across the globe.” The pandemic does not only affect


core staff, but brand ambassadors. They are a key part of the Whyte & Mackay community and one of the reasons it has successfully built the


MAY 2020


business to where it is today. “We see them as integral members of our team too,” adds Trimby. “As a result, we’ve been committed to retaining those team members and supporting them financially through this difficult time.” Some people describe whisky


as a people business. Based on that premise, it is important that companies such as Whyte & Mackay demonstrate the importance of the people supporting and working for them. “Our team at Jura, for example,


work incredibly closely with their friends on the Isle of Jura every day,” adds Trimby. “That has never been truer than it


is now. We closed the visitors’ centre there as a precaution to the stop the spread of the virus.”


Standing together Beyond Jura, Whyte & Mackay is supporting initiatives in aid of The Drinks Trust, which in turn supports the whole UK drinks industry. “Across the industry, we are


working with colleagues and trade partners to try and resolve short-term issues. We all need to reduce costs to cope with the downturn in business. “We believe we are doing this in


such a way that ensures our brands will come back strong once the market returns. We are focusing on coping with the crisis as much as we are on how we recover from it.” Trimby is confident Whyte &


Mackay will start to experience recovery in Asia Pacific TR markets. “Despite the crisis, we had a strong January so know the market is there. “We believe Asia Pacific is probably


the first region that will return to some sense of normality, though it remains unclear exactly what that will look like.


Growth for Whyte & Mackay in Asia Pacific travel retail has been driven by The Dalmore brand.


TRBUSINESS 91


A Jura activation at Hong Kong International last year.


“The key has been listening to our staff and teams and ensuring they have what they need. We have invested heavily in that.”


Richard Trimby, Travel Retail Director, Whyte & Mackay


“As mentioned, we know there


is an appetite for premium and malt whiskies, so we are hopeful Asia will come back strongly in the final quarter. “While the downturn in travel has


affected our travel retail business, demand for The Dalmore has remained strong domestically, so we expect a return to growth once the travel market reopens.” «


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