Whyte & Mackay places focus on premium and prestige single malts in return to Cannes

Leading single malt supplier Whyte & Mackay is returning to TFWA World Exhibition next week where it will outline its plans to accelerate an already high-growth category in travel retail. The company will be present in a new location in Bay Village at the show.

To help stakeholders tap into this vibrant market, Whyte & Mackay said it recognises that “continued newness” is needed to keep driving recovery, and the company will showcase the latest innovation from its diverse portfolio of single malts at the exhibition. Each, it said, is designed to generate growth thanks to the company’s understanding of the modern duty free shopper’s lifestyle and category specific attitudes.

Also at the show, Whyte & Mackay will showcase the latest release from its super-premium expression The Dalmore.

A new release from The Dalmore will lead the conversation for the brand owner at Cannes

Whyte & Mackay Travel Retail Director Richard Trimby said: “We are very pleased to be back at the TFWA World Exhibition in Cannes, especially with our new location and stand. This new space has been designed as an exclusive private lounge where we are inviting ‘privilege members’ to discover our plans to elevate their malt business in 2023.

“They will also have the opportunity to sample our award-winning single malt collection in our exclusive bar. This reflects our expertise in offering exceptional experiences to duty free shoppers through our portfolio of pedigree single malts.

“As we look at the market today, we can see that changing shopper profiles in travel retail have created new expectations of our sector as it recovers and we are looking forward to sharing our views on how we and our diverse portfolio of single malts can support partners and the category.”

Changing shopper demographics mean the demand for range development and innovation, said Whyte and Mackay, which aims to showcase newness for every shopper profile in Cannes.

Islanders’ Expressions Collection No. 1., a travel retail-exclusive range of single malts, was inspired by the creativity of the artistic community in the island of Jura

It said: “This includes The Dalmore, which speaks to the Modern Luxury consumer; Jura, which by supporting its tiny island community will appeal to the conscious millennial; Fettercairn for the whisky curious always on the lookout for hidden gems, and Tamnavulin which inspire the savvy hunters.”

Whyte & Mackay Head of Marketing Global Travel Retail & Emerging Markets Clarisse Daniels said: “Innovation is a key growth driver in our channel; for example the Jura Islanders’ Expressions, which launched in 2022, has been a huge success across all regions and sold out in weeks in many locations. This success is driven by having the right products, amplified via omnichannel campaign in order to reach shoppers on their path to purchase.

“Initiatives like this, which combine newness with engaging activation to drive penetration and conversion are a hallmark of our travel retail offer. The Dalmore continues to drive spend per passenger for our retailers with its collection of rare and aged single malts, including the new Dalmore 20 Year Old and a stunning new limited edition hitting the shelves in November, attracting the modern luxury consumer to duty free stores, and converting them into high-spending shoppers.”

Trimby concluded: “The travel retail market has faced massive challenges in recent years and continues to do so, but single malt has shown that it is a vital driving force in this market. It was one of the fastest growing sectors during the pandemic and is continuing to see high demand as shoppers return. We look forward to sharing our vision and new innovation with the industry.”

As reported, The Dalmore this week announced the introduction of The Luminary Series – a collection of rare, limited-edition single malts curated in partnership with V&A Dundee, Scotland’s design museum.

Whyte and Mackay will be located at Stand 14 in The Bay Village.

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