Scotch malt whisky cream liqueur brand Magnum has appointed SipWell Brands as its exclusive distribution partner for global travel retail.
The brand is now listed in Avolta’s World Duty Free stores in Edinburgh, Glasgow and Aberdeen airports (£19.99/US$26 per 70cl bottle).
The partnership will support continued distribution across the channel throughout the year.
As the only cream liqueur exclusively crafted and bottled in Scotland using single malt Scotch whisky, Magnum is described as a distinctly Scottish brand for international travellers at selected UK airports.
The global travel retail launch is supported by tastings led by SipWell’s dedicated Brand Ambassadors across the three Scottish airports.
Magnum stands out for its reusable and recyclable packaging, replacing traditional glass bottles with a durable stainless steel flask, which maintains the liqueur at an optimal chilled temperature without ice.
Edinburgh-based Hemisphere Brands serves as the global brand agent for Magnum, handling its full scope of brand management, from production planning and market entry to sales, marketing, and worldwide distribution.
Magnum Director Lee Schofield said: “We’re really excited to be introducing Magnum to the world of global travel retail for the first time, which is a significant milestone for the growth of our truly Scottish brand.
“With continued support from our industry partners, SipWell, we’re now able to showcase Magnum to international travellers on a world stage at some of Scotland’s busiest international airports.”
Lee added: “Our vision for Magnum is uncompromising and our ambition is straightforward. We craft a premium cream liqueur that contains the finest single malt Scotch whisky and only single malt right here in Scotland, making it the ultimate Scottish souvenir drink to pick up in duty free.
“Provenance, premium ingredients and sustainability remains at the heart of everything we do.”
Premium spirits specialist SipWell is a leading sales and marketing agency focused on route to market strategy and growth for premium brands in global travel retail.
SipWell Brands Commercial Director Andrew Torrance commented: “The global cream liqueur market is expanding, showing double-digit growth in travel retail value and volume.
“In this dynamic environment, SipWell Brands is proud to have supported Magnum Cream Liqueur in securing a strategic listing with Avolta UK, further validating both the brand’s appeal and the strength of travel retail as a channel for premium spirits.”
Magnum combines single malt Scotch whisky and cream, featuring smooth caramel notes balanced with Speyside whisky and a warming ginger finish. Its premium ingredients and modern design set it apart from traditional liqueurs. ✈
