“We are excited about Asia Pacific. We have a strong presence now with all of the major travel retailers from airports to borders. Now it is about how we invest behind some of the key brands to build even further.”
So said Ian Macleod Distillers Global Travel Retail Director William Ovens – speaking at the recent TFWA Asia Pacific show – about the company’s commitment to the channel in Asia Pacific. Well-regarded industry figure Kelvin Ng joined the business 18 months ago as Asia Pacific Travel Retail Regional Director, a role that has boosted Ian Macleod’s fortunes further, said Ovens.
“Kelvin had deep experience of the region and that has really helped us. In addition, being able to secure some special casks for partners in this region is very important. We are mirroring our fast growth in domestic with that in travel retail.”
At TFWA Asia Pacific, Ian Macleod Distillers showcased super-premium single malt whiskies Glengoyne Highland Single Malt, Tamdhu Speyside Single Malt, Smokehead Islay Single Malt and Rosebank Lowland Single Malt.
A highlight was the second edition from the highly collectable travel retail-exclusive Rosebank Lowland Single Malt Vintage Series. The series will include five releases in all across a number of years. With only 350 bottles released, the 32-year-old Rosebank Vintage Series Second Edition (47.8% ABV/70cl) will have highly selective distribution.
The new Rosebank distillery and visitor centre, dedicated to the sought-after Lowland single malt, will be completed in coming months.
Another new distillery, Laggan Bay, is planned as a partnership with The Islay Boys for 2024, giving Ian Macleod presence across all four major Scotch whisky-making regions. In line with its expansion, the company is also building a new headquarters, New Russell House, which will be completed by June.
Other areas of focus in travel retail include the speciality malt collection, single cask, single grain expressions from a selection of ghost distilleries, plus Edinburgh Gin.
The independently-owned company continues to battle for share of voice in the channel, said Ovens, but is doing so with some success, he added.
“We have been developing our strategic relationships with the major players and showing that there is room for the mid-sized, independent company. Because of the importance of these relationships we are offering something different and unique, from the Rosebank limited editions to The Chieftain malts. As a smaller player we can also move fast and are agile. We are happy with our share of voice and can build on this to do much more.”
The company is also looking at widening its travel retail footprint further, with a plan to enter Americas duty free in the second half of the year.
*Watch out for more on the new distillery projects, plus some news about Edinburgh Gin and other expressions, coming later in the year. ✈
