Whyte & Mackay and Dubai Duty Free have collaborated to highlight the power of the Single Malt category in travel retail and created an exceptional experience for shoppers with The Dalmore Cask Curation Series.

The Dalmore Cask Curation Sherry Edition was the first release in the series when it debuted in the market last year. Featuring 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. Only 20 sets were made available in travel retail worldwide.

In partnership with Dubai Duty Free, Whyte & Mackay unveiled one of these rare sets for duty free shoppers in the Middle East region. With only one set available in the area and high demand for The Dalmore, Dubai Duty Free personally invited shoppers to enter a ballot to determine which customer would get the chance to own the collection.

At the recent APTRA India Conference, Whyte & Mackay highlighted that Single Malt is the engine of the spirits category in Global Travel Retail, and a key driver of spend among Indian consumers as the demographic become increasingly important in the Global Travel Retail channel. Today, 60% of Indian alcohol duty free shoppers identify whisky as their spirit of choice, a considerable increase versus the previous year (Pi Insight), with many Millennial and Gen Z consumers making Single Malt their first foray into whisky.

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 the travel retail market. The sector is poised for further growth, with IWSR forecasting significant increases across all pricing segments, led by the Prestige and Prestige Plus offering. As the third-ranked luxury Malt brand in travel retail (IWSR), The Dalmore has been a key catalyst in fuelling this high value growth.

This partnership brought together Whyte & Mackay’s masterpiece in the making The Dalmore, which is valued for its proven track record of attracting and converting ultra-high-net-worth shoppers, and Dubai Duty Free, who are revered for their expertise in delivering elevated experience for UHNW shoppers and see a high proportion of Indian shoppers in their stores. The collaboration created a unique opportunity to craft something exceptional for Dubai Duty Free shoppers.

Clarisse Daniels, Regional Director Global Travel Retail Whyte & Mackay, says: “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 have 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.”

The passion for the category was clear in the response Whyte & Mackay and Dubai Duty Free saw to the ballot, with numerous shoppers entering for a chance to own the rare set. In December, Dubai Duty Free showcased The Dalmore Cask Curation Sherry Edition in its Salon Privé, giving shoppers a chance to discover and appreciate its craft and beauty thanks to highly trained single malt consultants.

Sharon Beecham, SVP for Purchasing of Dubai Duty Free’ said: “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.”

On April 3, Dubai Dury Free executives headed by Colm McLoughlin, Executive Vice Chairman & CEO, Ramesh Cidambi, COO and Sharon Beecham, SVP – Purchasing along with Snehanshu Verma, Business Manager Middle East, Indian Subcontinent and Africa Travel Retail, Whyte & Mackay, came together for a special event to select the person who will be able to purchase The Dalmore Cask Curation Sherry Edition. The unnamed winner will now receive a white glove service to receive and enjoy its purchase.

The Dalmore Cask Curation Sherry Edition is the first chapter of an ongoing story, highlighting the casks which help create this masterpiece in the making. In Octobre 2024 the second release in The Dalmore Cask Curation Series 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.

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.

This collection is the first chapter. In 2024 the second release in The Dalmore Cask Curation Series will shine a light on the influence Port pipes have on the spirit, and celebrate our partnership with a famous Port wine maker. The third release arrives in 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.