Success For The Macallan Whisky Maker’s Selection in Travel Retail

Posted on February 15, 2007
Filed Under Highlands, WhiskyBuzz |

Whisky MakerÂ´s Selection, the latest global travel retail offering from The Macallan, has seen sales rise dramatically on the back of significant distribution gains since its launch at the Tax Free World Association exhibition in Cannes last October.

To date, the product is displayed in a large number of major international airports, including London Heathrow, London Gatwick,Los Angeles International, San Francisco, New York JFK, Taipei and Singapore Changi.
Further listings have been achieved at Rome Fiumicino and Ciampino airports, Seoul Incheon in South Korea and through Heinemann, who operate the major retail outlets at Frankfurt International, Dusseldorf and Vienna.
Keith Bonnington, travel retail manager, puts the success of the launch down to a number of key factors: “There is a real thirst for The Macallan in global travel retail, which is evident in our rate of growth over the past four years, and any new product innovation from the brand is considered by the trade and consumers as big news.

The quality of the whisky stands up against and exceeds anything within its competitive set and, our sampling programmes through trained promoters in many key airports are undoubtedly delivering strong results.”

Source: Edrington Group