Whyte & Mackay to focus on ‘rare expressions’ in Cannes

The TFWA World Exhibition is an opportunity for Whyte & Mackay to focus on “rare expressions” and travel retail exclusives as Jura and The Dalmore move into the channel’s top 10 malt brands, says TR director, Francesco Scaglione.

Last year at TFWA WE, Whyte & Mackay introduced The Dalmore 25YO

Travel retail now forms a “core market” for the company’s brands, with both Jura and The Dalmore experiencing “strong sustained growth” over the last five years,” Scaglione tells The Spirits Business.

“2016 will be another exciting year for both Jura and The Dalmore. We will continue to focus on creating engaging initiatives that leverage our brand stories and demonstrate our uniqueness and quality, as well as releasing rare expressions and travel retail exclusives,” he continues.

“TFWA is an exciting platform for us to introduce these exclusives, allowing our partners across the world to be among the first to discover new products from our brands.”

Over the past year, White & Mackay has focused on driving customer experience in travel retail. Key initiatives include a partnership with Davidoff Cigars at Hamburg Airport to develop a “lounge area”, and the on going Jura Tastival campaign, inviting travellers to “tell us what they taste”.

“Travel retail has become a focus area for our brands globally, and the speed at which we are growing is phenomenal. As we move to becoming one of the most important malt suppliers in the market, competition has become wider and stronger. It is therefore important that we continue to grow our offering across all levels, and continue to demonstrate our brand value and quality to both customers and consumers,” he adds.

Whyte & Mackay is exhibiting at the TFWA World Exhibition & Conference, which takes place in Cannes from 18-23 October. Visit the company at Yellow Village B24