INDIA. During a panel discussion at the recent Asia Pacific Travel Retail Association (APTRA) India Conference (19-21 March), Whyte & Mackay Regional Director Clarisse Daniels highlighted the single malts category as a key driver for growth in spirits, particularly in India.
She also underlined the power of distinctive in-store experiences tailored to meet a mounting traveller desire for inspiration and discovery.
Daniels was joined by Pernod Ricard Head of Marketing, Gulf & India Travel Retail Neha Jabbar; The House of Somrus Global Business Director Guy May; Bacardi Global Travel Retail Managing Director Leila Stansfield; and Diageo Travel Retail Commercial Director, APAC, MENA & India Sandra Tassilly. The session was moderated by Spritz Magazine Editor Shalini Kumar.
Whyte & Mackay was a gold partner for the inaugural APTRA India Conference, underscoring the strategic importance of the region to the global Scotch whisky category.
Growing demand for single malt whiskies in India has helped Whyte & Mackay achieve significant growth in the region, particularly for its The Dalmore and Jura brands, Daniels said.
According to Pi Insight, whisky is the preferred spirit for 60% of Indian alcohol buyers in travel retail, with that figure rising year-on-year fuelled by single malts. It stated that the single malt Scotch whisky market is worth US$10 billion globally and that it is the third-biggest category in the spirits category in travel retail.
Pi Insight also noted that single malt Scotch whiskies are the number one duty-free categories in certain locations, including Delhi and Mumbai.
During the panel discussion, Daniels stressed the importance of younger consumers in driving the growth of single malts. She said that for many Millennial and Gen Z consumers, single malt Scotch whiskies are their first introduction to the category, which bodes well for the Indian Scotch whisky market which attracts a large Millennial and Gen Z audience.
As the spending power of India’s rising middle class grows, so too does their desire for high-end single malt whisky expressions, Daniels said. To cater to this demand, brands must create elevated in-store experiences.
According to Daniels, the modern Indian luxury consumer is not just shopping but looking to “experience the exceptional”. She highlighted that 44% of high-net-worth Indian alcohol buyers are women and that women love single malt as it conveys status and success.
Daniels used The Dalmore as a case study of this concept in practice. The Dalmore has become the third-placed luxury single malt brand in global travel retail according to IWSR. Whyte & Mackay attributes this success to The Dalmore’s unconventional approach to marketing and its deep understanding of the channel.
Daniels said: “We have an incredible opportunity in global travel retail with the Indian traveller, both as Whyte & Mackay and for the wider spirits sector. But it is an opportunity which we must seize in the right way.
“Modern luxury consumers are looking to explore and experiment, and that is why we must create sanctuaries for them, away from the stresses of the airport environment, and ensuring that shoppers’ needs are met in the blink of an eye.”
She added: “These are the conversations we at Whyte & Mackay are having with our retail partners in the region and we are very grateful to APTRA for creating a platform for this discussion. It has been wonderful to meet with colleagues and friends in Delhi during the event and it is an excellent chance to put a spotlight on what is fast becoming one of the most important opportunities for our industry.” ✈
