Whyte & Mackay to reveal product innovations at TFWA Asia Pacific Exhibition in Singapore

SINGAPORE. Whyte & Mackay is set to unveil its latest innovations across its brand portfolio as it returns to the upcoming TFWA Asia Pacific Exhibition on 11-15 May in Singapore (Basement 2, Stand 2).

Highlighting its role in the single malt category, the spirits company will spotlight shopper insights aimed at boosting penetration and conversion in travel retail.

The company reaffirmed Asia Pacific’s position as the most lucrative travel retail market for spirits in the Prestige and Prestige Plus segments, capturing 59.4% of single malt Scotch whisky sales (source: IWSR Beverage Alcohol in GTR 2024).

Recognising strong potential in the market, China remains central to Whyte & Mackay’s growth strategy. Citing m1nd-set data, the company emphasised that Chinese travellers spend twice the global duty-free average, with staff interaction serving as a major influence on purchasing behaviour.

Beyond China, India and Singapore are driving premium spirits growth in Asia, with Indian consumers demonstrating strong purchasing power and preference for quality malt whiskies.

To further leverage opportunities, Whyte & Mackay will strengthen its collaboration with retail partners to expand the category’s consumer base.

In supporting this strategy, the company cited enhanced storytelling, interactions with knowledgeable staff and brand ambassadors as key elements.

Diverse portfolio

Whyte & Mackay highlighted the strong performance of the single malt category, outpacing overall spirits sales in the past five years, with single malt Scotch whisky as the top alcohol purchase in travel retail.

The company’s continuous growth and significant share gains are underpinned by the strength of its single malts portfolio, including The Dalmore, Jura, Fettercairn and Tamnavulin.

Whyte & Mackay attributes this expansion to its premium brand portfolio appealing to different demographics, with strong potential for future growth in the single malt category.

Whyte & Mackay Marketing Director UK, Europe and GTR Janice McIntosh said, “There is strong consumer demand for innovation with travellers seeking new and unique products.

“Shoppers expect a choice at different price points, so ensuring multiple price tier options to take advantage of trade-up opportunities is a key part of our strategy, with aged statements and trusted brands becoming increasingly important.”

From 2019 to 2023, Whyte & Mackay’s fastest-growing premium brand is The Dalmore (volume CAGR +9.3%, source: IWSR), driven by strong demand for new products.

A number of product launches are planned for this year, primarily targeting the Asian market.

These include Year 2 of The Dalmore Portfolio Series, which will make its global travel retail debut exclusively at Singapore Changi Airport in September.

Other key releases in global travel retail will include the Dalmore Luminary Series No. 3 2025 Edition, exclusively available through Lotte Duty Free in June.

The third instalment of The Dalmore’s limited-edition Cask Curation Series, alongside a new collection of travel retail-exclusive whiskies, will be rolled out later this year.

The showcase also includes the new travel retail-exclusive range from Jura, the UK’s number one single malt brand according to Nielsen, as well as Jura Islanders’ Expressions No. 4. This addition to the popular series highlights Jura’s creativity and responds to consumer demand for brands with a compelling narrative and purpose.

Jura Islanders’ Expressions No. 4 is an homage to the island’s award-winning gardener and distillery employee Neil Cameron, presented in specially designed packaging that reflects Cameron’s creativity and passion.

In a brand first, Jura’s whisky-making team selected a Madeira Malvasia finish to enhance the house style’s signature fruity and balanced notes.

Produced by a Scottish island community at a beachside distillery, the latest Islanders’ Expressions release reinforces the collection’s mission to present Jura as ‘More Than A Whisky’.

McIntosh concluded: “For us, the TFWA Asia Pacific show is a key opportunity to meet with and listen to our travel retail partners, and work collaboratively in order to unlock further growth within the category. We continue to develop our product portfolio with new and innovative releases, to create engaging in-store experiences and to keep our offer compelling for all industry stakeholders.

“We are especially thrilled to be previewing our new launches from The Dalmore, which highlight how we continue to advance our premiumisation efforts, and build our brand presence through powerful storytelling.”