Whyte & Mackay continues to elevate its position as a driving force within the flourishing single malt category in GTR, with a series of high-profile activation spaces at Dubai International Airport, created in partnership with Dubai Duty Free (DDF).
Throughout the month of June, the company showcased its portfolio of exceptional single malts – The Dalmore, Jura, Fettercairn and Tamnavulin – with a series of high-profile activation spaces, across T1 and T3 Departures, and T3 Arrivals. A further set of activation spaces, spotlighting Fettercairn and Jura, will be live throughout July.
This latest collaboration highlights Whyte & Mackay’s commitment to single malt category growth, with the company’s increased focus in the Middle East – a vital region for the channel and category. Scotch whisky, the biggest spirits category in GTR, continues to outpace the spirits category in general, exceeding the forecast pre-COVID, especially in key regions such as Dubai and India (IWSR). Importantly, Whyte & Mackay remains the only malt owner globally to have driven growth every year since 2019 across total global markets with its portfolio of single malts (IWSR).
New travel retail exclusives deliver exceptional sales
The single malt whiskies showcased via this summer’s DDF activations are The Dalmore Luminary No.2 Collectible and a range of travel retail exclusives; a new aged range of Fettercairn expressions; the limited edition and collectible Jura Islanders’ Expressions No.3; and Tamnavulin Sauvignon Blanc Edition.
The activations have been timed to support the regional roll-out of these collections, each of which targets a specific shopper demographic and shopper mission. Thanks to Whyte & Mackay’s expertise in understanding malt shoppers and consumers, the head-turning displays have been designed to stimulate footfall and conversion in-store. The installations incorporate eye-catching merchandising units and bottle displays, tastings, and extensive signage, to help shoppers navigate the fixtures and give them confidence in their purchases. As part of Whyte & Mackay’s partnership with DDF, the launch of The Dalmore Luminary is being further supported by a campaign on JC Decaux screens sited across the airport’s VIP lounge spaces, which have proven to be a key tool in driving store footfall and conversion.
Whyte & Mackay has reported an exceptional uplift in sales at DDF in June, with its single malts growing +37% in value compared with June 2023. This phenomenal growth was fuelled by Tamnavulin (+277%), Fettercairn (+218%) and as always by The Dalmore (+28%) – now a preferred malt of DDF shoppers (all figures are value sales June 2024 versus June 2023).
“We are absolutely delighted with our Dubai Duty Free partnership, which has resulted in our single malt brand activations attracting more passengers to their stores, and driving headline growth,” noted Whyte & Mackay Regional Director GTR Clarisse Daniels. “As single malt specialists, we have carefully curated a series of impactful activations, which clearly express the character, ethos and positioning of our different whiskies, with compelling propositions that appeal to both existing and new customers.”
She continued: “Our portfolio outperforms the single malt category in the premium, super-premium, and ultra-premium price segments, driven by Tamnavulin, Jura and Fettercairn, respectively. I’m confident these new travel retail exclusive launches will continue to increase penetration, conversion and spend, fuelling long-term growth both for us and our retail partners.”
