Whyte & Mackay is returning to the TFWA Asia Pacific Exhibition (12-16 May) with a renewed focus on the growing single malt market in Asia Pacific travel retail.
The global spirits leader will highlight three channel-exclusive releases from Fettercairn: 14 Year Old, 17 Year Old and 25 Year Old. These ‘tropical house style’ editions are non-chill filtered, natural colour and available in a 70cl format.
Fettercairn aims to continue the momentum which has seen it become a key driver of spend in the market and, alongside The Dalmore, outperform the category by +24% in Asia Pacific alone (IWSR).
Whyte & Mackay Marketing Director Global Travel Retail Janice McIntosh said: “Asia travel retail is incredibly important for ultra-premium and single malt Scotch whisky with the region responsible for over 50% of category value sales.
“The new Fettercairn range will ensure that the strong growth of the brand continues to propel this category growth for our partners attracting travellers with the unique progressive highland malt flavour profile and distinctive packaging.”
Demand for newness is a key driver of spend in the travel retail malt market around the world, said the brand owner.
According to Whyte & Mackay, despite the power of the malts sector in travel retail, conversion remains low and spend could be higher. The company is focusing on identifying the barriers to purchase and unlocking long-term growth.
Dedicated research carried out by Whyte & Mackay at point of purchase has looked at establishing how to make the market easier for shoppers to understand and navigate.
Consumers’ desire for storytelling and emotional connection is well served in the whisky market, but with conversion at 37% there is much untapped potential.
Whyte & Mackay has developed a growth plan – using data gleaned from consumers – around six key principles. Currently in the testing stage, the plan is tailored to four defined shopper missions and purchase decision moments.
The Whyte & Mackay team is planning to discuss the plan and potential for growth with partners and stakeholders in Singapore. ✈
