Whyte & Mackay is highlighting the “powerhouse” single malt Scotch whisky category through its brand line-up at the TFWA Asia Pacific Hainan Special Edition, which runs from 21 to 24 June. The company is also gearing up for a second successive showing at the Virtual Travel Retail Expo in October (5-11).
The spirits company noted that the sector has “remained resilient in the face of mounting challenges” during the pandemic.
Whyte & Mackay said innovations from its leading brands “will play a central role in the recovery of travel retail in Asia and beyond”.
“Thanks to Hainan, Asia has been a vital bright spot for us all in the last year and the region will continue to be one of our industry’s highlights for years to come. This is a key market for the malt sector and one where Whyte & Mackay is enjoying excellent results despite the current challenges” – Whyte & Mackay Area Director Asia Travel Retail Micheline Wong
According to the company, its “masterpiece in the making”, The Dalmore, is “ready to lead the way and drive recovery in the market”, with the release of the The Dalmore Ensemble Collection.
As reported, the range celebrates The Dalmore’s cask creation through three expressions: The Trio, The Quartet and The Quintet, which offer a three, four and five-cask finish respectively.
The collection is supported by an innovative omnichannel campaign, which uses bespoke pieces of music to boost penetration and drive in-store footfall.
Whyte & Mackay is also highlighting its Fettercairn brand at the Hainan event.
Whyte & Mackay Head of Marketing for Travel Retail Clarisse Daniels said: “The single malt sector has been incredibly resilient throughout the past year. We have seen incredible, pent-up demand and spend at duty free zones across Asia, and prestige brands such as The Dalmore have been driving that demand.
“The Dalmore is now the third-biggest malt brand in value in Asia duty free and we expect this growth trend to continue and grow as more of the market reopens.
“The challenge is to keep up with the ever-increasing demand for our rare collections, so we are pleased to reveal that the travel retail exclusive The Dalmore Ensemble collection is launching in the region after enthusiastic reactions from our key partners.”
Daniels said duty free shoppers in Hainan can access the exclusive range through Whyte & Mackay’s omnichannel approach.
“This aims to drive awareness of its presence on the island in order to entice consumers to visit the duty free shop. Once in store, shoppers will be invited to discover both incredible brand stories and thrilling digital engagement,” she added.
Customers will be able to repeat the multi-sensory experience post purchase through online animations.
Whyte & Mackay Area Director Asia Travel Retail Micheline Wong added: “The TFWA Asia Pacific Hainan Special Edition takes us all to the beating heart of the travel retail market.
“Thanks to Hainan, Asia has been a vital bright spot for us all in the last year and the region will continue to be one of our industry’s highlights for years to come. This is a key market for the malt sector and one where Whyte & Mackay is enjoying excellent results despite the current challenges.”
According to Whyte & Mackay, single malt has outperformed the Cognac and blended Scotch categories in Asian travel retail during the pandemic. Malt sales have declined -52% compared to -58% for Cognac and a -78% decrease for blended Scotch whisky.
The company said the single malt sector gained +7% value share to account for 22% of the market.
Whyte & Mackay noted a strong demand for ‘discovery’ brands, such as Fettercairn which “attract those shoppers seeking out a hidden gem”.
Whyte & Mackay has joined the growing line-up of exhibitors for the Virtual Travel Retail Expo 2021. As reported, the event has been moved to 11-15 October to avoid any clash with the TFWA World Exhibition, a key physical show due to take place in Cannes (24-28 October), health situation permitting.
The Virtual Travel Retail Expo, a follow-up to the hugely successful 2020 event, is hosted by The Moodie Davitt Report with support partnership from FILTR.QINGWA.
Whyte & MackayTravel Retail Director Richard Trimby said: “We are delighted to be taking part once more in the Virtual Travel Retail Expo from The Moodie Davitt Report.
“At Whyte & Mackay we are confident in the continued long term potential and importance of the Single Malt category in travel retail market. We are ready to share our vision for the category and a series of initiatives and innovations to drive growth with our impressive stable of brands.
“But none of us can do this alone. The last year has shown the importance of coming together and taking a united approach. I look forward to the partnerships and friendships which we can renew, and the new collaborations we will form, at this year’s Expo.”
For more information about becoming an exhibitor or sponsor of the Virtual Travel Retail Expo 2021, please contact Irene Revilla, Publisher, The Moodie Davitt Report (Irene@moodiedavittreport.com) or Sarah Genest, Vice President Sales & Events (Sarah@MoodieDavittReport.com).
