Ian Macleod Distillers will unveil a travel retail-exclusive range of Glengoyne single malt whiskies at the Moodie Davitt Virtual Travel Retail Expo.
The independent, family-owned company, which is a Gold Partner at the show (#Virtual Stand WS-G10), will focus on four key brands: Glengoyne, Edinburgh Gin, Smokehead and London Hill Gin.
Ian Macleod will be showcasing a new look for Glengoyne – featuring 100% recyclable packaging – as well as a new travel retail-exclusive range for the brand. Ian Macleod Distillers Global Travel Retail Director William Ovens added: “This is a very exciting year for Glengoyne Highland Single Malt. Taking inspiration from the distillery’s unhurried and uncompromising approach to whisky-making, Glengoyne has very recently launched a new look and feel across its range.”
Edinburgh Gin will reinforce the recent success for its full-strength flavoured range by launching a new flavour at the Expo. This will be designed to complement the existing flavours of Rhubarb & Ginger, Raspberry and Lemon & Jasmine.
Meanwhile, the Islay whisky brand, Smokehead, has gained traction in travel retail and is now in full distribution across UK airports. “We see considerable additional potential for this brand in global travel retail. Both core products – Rum Riot and Extra Rare – really stand out from the crowd with their own distinct propositions,” Ovens added.
London Hill Gin has only been a focus point for Ian Macleod in travel retail in the last year, but Ovens said “there is so much more potential” for the brand.
He added: “We will also showcase our other core brands, including Tamdhu Single Malt (a sherry cask-matured single malt), Rosebank (widely regarded as the king of Lowland single malts) and King Robert 11 (one of the world’s top-selling value whiskies).”
Reflecting on the company’s key targets for the trade show, Ovens said: “Our key regional focus is European duty free, but we are increasingly turning our attention to Asian duty free, reflecting the dynamic growth of our brands in the region’s domestic markets.”
The company’s diverse portfolio will help it thrive in the challenging landscape of travel retail in 2020, according to Ovens. “We are fortunate at Ian Macleod Distillers to have a lovely range of brands spanning gin, whisky and rum categories, from value to ultra-premium price points. While other brands have more scale, we feel we have some really exciting, engaging and differentiated propositions to offer retailers and consumers alike. We don’t have the largest global travel retail team, but we do hope we are engaging, collaborative and fun to work with,” he added.
On a travel retail landscape that has been transformed by COVID-19, Ovens commented: “Promotions and tastings were a key part of the mix pre-pandemic and I think it is unclear as to when or if these will return. We may see a polarisation in terms of offer, with economic factors driving purchases towards the value and standard categories, and craft or super-premium products being more relevant to the more affluent consumer who is looking for treats. I also see digital marketing becoming increasingly important.”
He continued: “I think making it really clear to consumers why they should buy in travel retail is key; be this savings, exclusives, limited editions or ease of purchase. If there are fewer areas for tasting, there may be an opportunity to improve merchandising and make the benefits of purchasing in the channel clearer.”
