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Whyte & Mackay To Focus On Travel Retail Innovations At The TWFA Exhibition 2024

Fettercairn’s new travel retail range. Credit: Whyte & Mackay

Whyte & Mackay has unveiled plans to grow its global travel retail market in Asia. The company will return to the Tax Free World Association (TWFA) Asia Pacific Exhibition with travel retail exclusives from its scotch whisky brand, Fettercairn

Scotch whisky from Fettercairn will be the center of Whyte & Mackay’s plans to grow “the vibrant travel retail Malt market in Asia Pacific through new product innovation”. 

Alongside another Whyte & Mackay brand, The Dalmore, Fettercairn has “[outperformed] the category by 24% in Asia Pacific alone (IWSR).” 

A Fettercairn 14 Year Old, a 17 Year Old, and a 25 Year Old will front the campaign. 

Marketing Director Global Travel Retail, Janic McIntosh, commented: “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.”

Whyte & Mackay’s Plans To Drive Spending

According to Whyte & Mackay, removing barriers to spending is a key goal of the brand’s expansion plans for 2024. Research carried out by the brand suggests that “[c]onsumers’ desire for storytelling and emotional connection is well served in the whisky market, but with conversion at 37% there is great untapped potential.” 

As such, the brand plans to tailor its growth plan around the needs of shoppers, being sure to meet the demand for ease of navigation and a deeper understanding of a brand’s history. The press release describes this plan as being built “around six key principles and tailored to four defined shopper missions and purchase decision moments.” 

The new plan will be discussed with shareholders at the TWFA Asia Pacific Exhibition. The exhibition will be held between 13th-16th May at the Marina Bay Sand Expo & Convention Centre in Singapore. 

Beth Squires

Beth joined Mark Littler Ltd full-time in October 2020 following the completion of her university degree. Since then she has gained wide-ranging knowledge of all things whisk(e)y, and has written extensively for both company and external publications. Beth is passionate about industry innovation, marketing, and sustainability. With a particular affinity for independently bottled rare scotch, Beth is also a whisky bottle investment specialist.

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