Whyte & Mackay will highlight the universality of its Scotch whisky portfolio at the Moodie Davitt Virtual Travel Retail Expo.

The spirits company, a Platinum Partner at the trade show, said single malt Scotch whisky will play a vital and vibrant part of the travel retail sector’s recovery from the COVID-19 crisis. The company will present Scotch whisky products from its Power Brands, Discovery Brands and Affordable Malt categories in its Platinum Suite.

Diverse drinks: Whyte & Mackay has key brand propositions in the Power Brands, Discovery Brands and Affordable Malts categories

Whyte & Mackay Travel Retail Director Richard Trimby commented: “The travel retail market is going through major changes and to drive the recovery we need to overcome new challenges and also seize the opportunities in front of us.

“Malt whisky remains a huge opportunity for travel retail and will be one of the key drivers of growth in the months and years to come. Whyte & Mackay understands the shoppers in this vibrant market and what drives that growth as our customers return.

“Looking to the future, it is going to be vital that we as an industry understand how to engage shoppers and drive both penetration and spend.”

Whyte & Mackay said it is looking to attract shoppers looking for reassurance and brand recognition with its Power Brands stable. From this group, the spirits company will showcase products from The Dalmore and Jura at the pioneering virtual event.

The Dalmore is now the fifth-largest luxury single malt brand in global travel retail by value, according to the IWSR. To continue to grow The Dalmore in the channel, Whyte & Mackay will highlight the travel retail exclusive Ensemble Collection and how the company plans to utilise omnichannel engagement for the brand.

Jura has recently recorded double-digit growth in the Asian travel retail market, as well as the UK, French and US domestic markets. Whyte & Mackay will present the brand as a strong proposition for value hunters thanks to a more aggressive pricing strategy.

The Discovery Brands range from Whyte & Mackay, which is designed for exploratory shoppers seeking a hidden gem, includes Fettercairn. The ever-growing Fettercairn range includes a pair of travel retail exclusives unveiled in 2019.

In the Affordable Malt category, which is targeted at price-sensitive travellers, Whyte & Mackay will present products from Tamnavulin – the fastest-growing affordable single malt in travel retail last year. Since the brand’s launch in 2016, it has encouraged shoppers to trade up to malt whisky from blends.

Trimby added: “Malt is a powerhouse category which is still growing around the world and is vital to the recovery in travel retail. The category thrives on choice and innovation because shoppers are looking for a diverse and exciting range to entice them into the store. At Whyte & Mackay, we understand how these shoppers tick and are ready to help our retail partners rebound faster.”