UAE. The Dalmore has partnered with Dubai Duty Free to unveil a rare set of the Cask Curation Sherry Edition in Middle East travel retail.
Under the strictly limited release, only 20 sets are available in global travel retail, including one with Dubai Duty Free at Dubai International Airport.
Due to the high demand for this ultra-rare edition, the travel retailer invited shoppers to enter a ballot for a chance to own the collection.
On 3 April, Dubai Duty Free Executive Vice Chairman & CEO Colm McLoughlin, COO Ramesh Cidambi and SVP for Purchasing Sharon Beecham led the prize draw together with Whyte & Mackay Business Manager Middle East, Indian Subcontinent and Africa Travel Retail Snehanshu Verma. The winner, as yet unnamed, will be given a white glove service to enjoy the purchase.
Launched last year, the Whyte & Mackay-owned Scotch whisky single malt brand’s ultra-rare collection was the first release in the Cask Curation Series series, celebrating The Dalmore’s whisky making.
The collection includes three exceptional age-statement whiskies – a 26 Year Old, a 28 Year Old and a 43 Year Old – each finished in González Byass casks. The Sherry Edition is presented in a bespoke, hand-crafted and leather-finished case.
The release of this limited expression aligns with the strong momentum of the spirits category in travel retail, with single malt described as the engine of this segment.
During its participation at the recent APTRA India Conference, Whyte & Mackay noted that single malt is a key driver of spend among Indian consumers. It added that 60% of Indian alcohol duty free shoppers prefer whisky among others in the category. This figure represents a notable increase versus the previous year (Pi Insight), with many Millennial and Gen Z consumers making single malt their first foray into whisky.
Whyte & Mackay said that the dynamic single malt Scotch category has been proven as both a driver of average passenger spend and a way to recruit new shoppers into travel retail.
Citing forecast by International Wine & Spirit Research (IWSR), the company expects further growth in the sector with significant increases across all pricing segments, led by the prestige and prestige-plus offering.
The Dalmore ranks third in the premium malt brand segment in travel retail (IWSR), and has played an important role in fuelling this high-value growth, said Whyte & Mackay.
Whyte & Mackay Regional Director Global Travel Retail Clarisse Daniels said: “It is a pleasure to collaborate with Dubai Duty Free who capitalises on the ever-growing demand for single malts Scotch from duty free shoppers, especially from Indian consumers.
“With 18 out of the 20 of the world’s richest Indians living in Dubai, Dubai Duty Free has swiftly made space to attract these high spenders, with The Dalmore being a key part of the attraction thanks to its collection or rare and scarce editions.”
Whyte & Mackay noted that it had attracted “numerous shoppers” who joined the lucky draw for a chance to own the Dalmore Cask Curation Sherry Edition.
In December, Dubai Duty Free showcased the rare whisky collection in its Salon Privé.
Dubai Duty Free SVP for Purchasing Sharon Beecham added: “The Dalmore truly understands luxury with their rare and unique collections of limited editions and the brand has once again proven itself to be driving footfall and spend with this extremely desirable set. It is a pleasure to partner with Whyte & Mackay on creating something special for consumers travelling via Dubai.”
The second in The Dalmore Cask Curation Series is set to be released in October, and will shine a light on the influence Port pipes have on the spirit, and celebrate the brand’s partnership with a famous Port wine maker.
The third release is scheduled for 2026, followed by the fourth and final release concluding the series in 2027.
Each release will celebrate The Dalmore’s exclusive relationships with the world’s finest makers of wine and spirits.
About Cask Curation Collection: Sherry Edition
Limited to just 150 sets globally, The Sherry Collection is presented in a bespoke leather-finished travel case hand-crafted in Florence, Italy, designed to perfectly frame the trio of new expressions. Each age-statement whisky is housed in The Dalmore’s signature bottle adorned with a matching collar.
The expressions are:
- The 26 Year Old, finished in rare González Byass 2002 vintage, Cask No.2
- The 28 Year Old, finished in very rare González Byass 30 Year Old Matusalem Sherry Cask
- The 43 Year Old, finished in very rare González 30 year old Apostoles Sherry Cask
Each expression in the collection represents The Dalmore Single Malt finished in González Byass Sherry Casks in its purest form – natural colour, non-chill-filtered, and cask-strength. ✈
