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Whyte &
Mackay offsets reduced passenger numbers
with an innovative omnichannel approach
by working in partnership with Taiwan’s
most important Social Media whisky
influencer Steven Lin.
Despite the limited passenger
numbers during the Covid-19 pandemic
Whyte & Mackay, producer of of
Scotch single malt whiskies such as The
Dalmore, Jura, Fettercairn and
Tamnavulin has taken an innovative omnichannel approach to offsetting the
reduced numbers by working in
partnership with Taiwan’s most important
Social Media whisky influencer Steven
Lin.
With Whyte & Mackay’s carefully crafted
in-store experiences starved of visitors
during the pandemic, this inventive
partnership used digital platforms to
bring the stores and brands to life for
shoppers as part of an omnichannel
campaign, reaching a wider audience of
consumers and driving penetration both
at the airport and off-shore.
Whyte & Mackay has continued to invest
in the market during the downturn, with
a new shop-in-shop for its masterpiece
in the making, The Dalmore, at Taiwan
Taoyuan Airport, as well as high-profile
pop-ups to drive awareness of its two
newly-listed Single Malt brands, Jura
and Fettercairn.
 Lin’s video, which includes tastings, a
tour of the stores and an exploration of
the brand stories, is tailored to the
desires of modern malt shoppers, who
seek online engagement and experiences
which showcase the brands and their
stories in new and exciting ways. The
digital campaign surpassed its initial
target to reach 355,000 views and
718,000 impressions.
Whyte & Mackay’s strategy has also
helped to offset the results of the
pandemic. The investment in Taiwan
helped Whyte & Mackay to outperform the
wider travel retail industry, ending
2020 down only 13% year-on-year in this
market, well above the industry average
of -59%.
The campaign’s combination of physical
and digital showcases the omnichannel
approach with which Whyte & Mackay is
leading the way in the travel retail
Single Malt market. It allowed the
brands to engage shoppers in both the
domestic and duty free channels, while
highlighting the unique experiences
which are only offered in travel retail.
The online and offline initiatives also
reflect a continued investment in the
category and a passion for driving
penetration, which is the number one
challenge for retailers in the sector
and will be especially important as the
market looks to recover from recent
challenges.
Clarisse Daniels, Whyte & Mackay Head of
Marketing GTR, says: "Times like these
require a new way of thinking and a new
way of doing things in all retail
sectors. It demonstrates Whyte &
Mackay’s agility and ability to come up
with creative solutions to drive our
customer’s business in difficult
periods."
"We believe it is vital to continue
creating exciting experiences for our
retail partners and duty free shoppers
throughout their purchase decision
journey, so we have taken a new and
innovative omnichannel approach to
bringing these to life for consumers who
are desperate to travel again and enjoy
the beautiful experiences our brands are
offering in this channel. They can’t
experience our brands at the airport, so
we brought the experience to them!"
The Dalmore Shop-in-Shop opened in
October and provides a flagship store
for the powerhouse Single Malt brand at
the top ‘malt airport’ for travel
retail. Even though the activity took
place at Taiwan Taoyuan Airport, the
digital amplification also benefited
Taiwan off-shore shops. This
demonstrates the success of Whyte &
Mackay’s focus on deploying omnichannel
campaigns in travel retail which drive
penetration, conversion and spend across
the board.
For the newly-listed Jura and
Fettercairn, the impactful, engaging and
distinctive pop-ups in prime locations,
combined with the partnership with
Steven Lin, positioned these brands at
the forefront of Taiwanese hearts and
minds.
You will find the current Whyte & Mackay
range of of single malt whiskies available from specialist
online whisky retailers such as
The Whisky Exchange,
The Whisky Shop and
Master of
Malt
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