|
Whyte &
Mackay to showcase innovations and
drivers of growth in the Malt category
at TFWA Asia Pacific in Singapore.
Whyte & Mackay is gearing up to make a
significant presence at the 2024 TFWA
Asia Pacific Exhibition, with a
dedicated mission to bolster the
thriving travel retail Malt market in
the region. This commitment entails
pioneering new product innovations and
collaborating with partners to eliminate
barriers to purchasing within the
market.
Central to their innovative offerings is
the unveiling of Fettercairn's travel
exclusive releases, coinciding with the
commencement of its bicentennial year.
Fettercairn aims to sustain the momentum
that has positioned it as a pivotal
contributor to market expenditure.
Notably, alongside The Dalmore,
Fettercairn has surpassed category
performance by an impressive 24% in the
Asia Pacific region alone, according to
IWSR.
The newly introduced Fettercairn travel
retail exclusive range comprises three
distinct expressions: a Fettercairn 14
Year Old, Fettercairn 17 Year Old, and
Fettercairn 25 Year Old edition, each
showcasing the brand's signature
tropical house style. This entire range
is characterised by its non-chill
filtered nature, natural colour, and
availability in the 70cl format.
Janice McIntosh, Marketing Director
Global Travel Travel says: "Asia Global
Travel Retail is incredibly important
for Ultra premium + Single Malt Scotch
Whisky with the region responsible for
over 50% of category value sales.
"The Fettercairn new range will ensure
the strong growth of the brand continues
to propel this category growth for our
partners attracting travellers with the
unique progressive Highland Malt flavour
profile and distinctive packaging."
Addressing Purchase Barriers
The demand for for something new drives
expenditure in the global travel retail
Malt market, including the Asia Pacific
region. Despite the Malt sector's
influence in travel retail, conversion
rates remain subpar, presenting an
opportunity for increased spending.
Whyte & Mackay is committed to
identifying and overcoming barriers to
purchase, thus facilitating long-term
growth.
Through comprehensive research conducted
at the point of purchase, Whyte & Mackay
has endeavoured to simplify the market
for consumers, making it easier to
comprehend and navigate. While the
whisky market caters well to consumers'
desire for storytelling and emotional
connection, the conversion rate stands
at a modest 37%, indicating substantial
untapped potential.
Leveraging insights gleaned from
consumers, Whyte & Mackay has formulated
a growth strategy grounded in six key
principles, tailored to address four
distinct shopper missions and moments of
purchase decision. Currently undergoing
testing, this plan will be a focal point
of discussion for the Whyte & Mackay
team at the upcoming TFWA Asia Pacific
Exhibition in Singapore.
Scheduled from May 13th to 16th at
Singapore's Marina Bay Sands Expo &
Convention Centre, the exhibition
presents an opportunity for Whyte &
Mackay to engage with partners and
stakeholders. The Whyte & Mackay team
can be found at Stand 2-N2, Basement 2,
eager to delve into discussions
surrounding growth prospects.
You will find the current
Whyte & Mackay domestic portfolio of whisky available from specialist online whisky
shops such as
The Whisky Exchange
and
Master of Malt
|
