UK. Whyte and Mackay has continued its investment into new product development (NPD) in travel retail, with the launch of new miniature packs and gift packs to be shown for the first time at the TFWA World Exhibition.
Underpinned by strong premium values, the new ranges are designed to attract new consumer groups by giving them the opportunity to try out a premium-priced brand they may not have tried before.
The company has also set out to address different consumer perceptions of whisky internationally, such as the cultural importance of gifting in Asia and the understanding of single malts versus deluxe blends. Whyte and Mackay hosted a distributor workshop at the start of this year, from which it was able to collect useful feedback and refined the important gifting elements of broad affordability, on-shelf presence and a discreet and attractive presentation with a tactile feel.
The new portfolio builds on the core travel retail single malt whisky range – Isle of Jura 10 year old and The Dalmore 12 year old, launched at TFWA World in Cannes 2002. It consists of a 4 x 5cl miniature pack of Glayva, featuring cocktail information and bottled at 35% ABV. The Isle of Jura 4 x 5cl miniature pack will feature one each of Isle of Jura 10 year old, Isle of Jura Legacy, Isle of Jura Superstition and Isle of Jura 16 year old – four distinctly different products with a strong heritage.
The Dalmore 4 x 5cl miniature pack will contain two bottles of The Dalmore Black Isle together with The Dalmore Cigar Malt and The Dalmore 12 year old. These packs are designed to support the core Isle of Jura Legacy and The Dalmore Black Isle ranges, in dark and gold premium packaging to form a collection.
The recommended travel retail selling price for the 4 x 5cl miniature Glayva pack is £8.99 (US$14) and for The Dalmore/Isle of Jura 4 x 5cl miniature packs £12.99 (US$20).
Pictured: The Glayva Carry Pack has been refreshed with ‘light rings’ for better on-shelf stand out
Another new gift pack in The Dalmore portfolio, includes one unique replica “bell-shaped” Dalmore 20cl bottle of Black Isle and a Dalmore Cigar Malt execution, which will be refreshed with a new product periodically – to maintain long-term interest. Initially the pack (pictured below) will comprise a 20cl replica bottle of The Dalmore Black Isle bottled at 40% ABV, a 20cl replica of The Dalmore ‘Special Cask Selection’ Cigar Malt – a rich single malt matured in sherry casks, with soft notes of sherry, citrus, orange peel, almonds, chocolate, marzipan and spice.
This pack in a roll-top box, has discreet branding in luxurious black and gold, featuring age statements and tasting notes with a magnetic flip-top for on-shelf merchandising. The recommended travel retail selling price for The Dalmore 2 x 20cl twin pack will be £26.99 (US$42).
Speaking at a travel retail press briefing last month, Whyte and Mackay travel retail director Andy Lane commented: “Since last year there is evidence of the company’s developments and our improved situation in Asia, where we have appointed a number of distributors in markets with key influence such as South Korea, Hong Kong, China, Thailand and Taiwan. There is a new management team in place under [international brands sales director] Jonathan Cleland with separate brands and trading divisions.
“With the renaming of the company [from Kyndal] and new sales teams we have set out our stall by investing in our global brands,” said Lane. “We have also developed NPD expertise, which we are using tailored to the big operators.
“The new products are very gift-oriented with travel retail in mind, as the channel provides an ideal platform to showcase key brands. The miniature format lends itself well to consumer trial, leading to long-term brand loyalty.
“We have ensured that the packaging reflects the premium nature of the Glayva, Isle of Jura and The Dalmore to provide excellent shelf stand-out.
“With malt whisky currently reporting continuous global growth over the last ten years, we are in a good position to build on the strength of our existing brands. For example, Glayva has enjoyed success in travel retail with the success of the carry-pack and the miniature Glayva pack will offer shoppers exciting cocktail recipes, appealing to an upmarket female audience, while there remains an opportunity to grow volumes with male consumers.”
Pictured right: The Dalmore Special Cask Selection 2 x 20cl Twin Pack
Lane concluded: “Travel retail must offer consumers exclusive products which add value to what is currently available domestically. In Cannes, we want to evaluate more opportunities for exclusive products, and test them with individual operators.
“Our goal is to align whisky with the premium values of travel retail.”
Whyte and Mackay channel marketing manager Keith Bonnington added: “Travel retail was most affected by the recent crises, but it has bounced back quickly. We are looking to strong partnerships and are striving to achieve the same things [as our partners] to ensure the channel is seen as a luxury goods environment.”
The gift packs and miniature packs will be shown to customers at the TFWA World Exhibition, targeted at duty free and duty paid travel retail. See Stand B8, Blue Village and Whyte and Mackay’s luxury yacht “Bermie” in the Cannes harbour area.
Travel retail enquiries to Andy Lane at email: andy.lane@whyteandmackay.co.uk
Note: Based in Glasgow, Whyte and Mackay has a 9% share of the global Scotch whisky market. In addition to its Scotch whisky portfolio, its brand sales include Vladivar, Veba and Glayva. The company is also the leading supplier of private label Scotch whisky.
