Spirits specialist Whyte & Mackay has added two contemporary brands to its travel retail portfolio: premium gin Wildcat, and blended Scotch whisky The Woodsman.
Both spirits were presented at the TFWA World Exhibition in Cannes last week and both are soon to launch in travel retail.
Wildcat Gin
Wildcat Gin, which launched domestically in the UK in September, is the company’s first foray into the premium gin category. It is part of a strategy to create brands “that consumers believe are worth paying more for”.
Other premium launches this year have included the Jura Sherry Cask Travel Retail Collection; the relaunch of Tamnavulin Speyside Malt; and the “rebirth” of Fettercairn.
As with all of Whyte & Mackay’s launches, Wildcat Gin has a strong story behind it.* It was inspired by 18th century “rogue and adventurer” Captain Dudley Bradstreet, who found a way to circumvent the gin ban in place in London at that time. At his barely-legal gin shop, Bradstreet’s sign was a black cat; the same was soon adopted by gin sellers across the city.
Wildcat Gin has an ABV of 41.5% and is design for mixing. It features botanicals including liquorice root, coriander, angelica root, and the aptly named (and consciously chosen) cat’s claw root. It is described as having “a classic, refreshing, crisp gin taste, with a predominantly juniper aroma.”
Whyte & Mackay Director Global Travel Retail Richard Trimby said the company is “hugely excited” about the launch. The team believes it is the only premium gin currently targeting after-dark and late-night occasions.
“We are convinced that Wildcat Gin has the potential to become a big brand within the travel retail channel,” added Trimby.
The Woodsman
The Woodsman is a blended Scotch whisky that was designed to recruit “new, younger drinkers” to the Scotch category.
The liquid, said the company, is particularly smooth with a hint of vanilla and spice. The flavour profile was specifically created with the tastes of young brown spirits drinkers in mind.
The Woodsman has an ABV of 40% and is designed to be mixed, whether in cocktails or simply with cola. To this end, the taste is “bold yet balanced, rather than a subtly nuanced or overly complex taste”.
A tree-inspired bottle reflects the name as well as the wooden barrels in which it is matured. The “stylish look” is designed to stand out on shelf and on back bar and aimed at a young consumer “looking for something different”.
Richard Trimby commented: “We know that traditional Scotch category cues can be a turn-off for younger consumers, so we’ve worked hard to appeal to this segment by creating a blended Scotch with a unique flavour profile and an interesting, innovative production story.
We’re confident that The Woodsman will stand out as a differentiated offering against mainstream brands, add value to the category – and help to drive our travel retail business forward.”
*Note: Look out for a more in-depth look at Whyte & Mackay’s creative approach to storytelling in an upcoming edition of our Brandwatch series.
