Whyte and Mackay to showcase how Single Malts are driving the resurgence of Travel Retail with exciting innovation and unforgettable experiences at TFWA World Exhibition in Cannes

September 28, 2022

Whyte & Mackay, the fastest growing Top 10 Single Malt supplier is delighted to be returning to the TFWA World Exhibition in Cannes next month with a stunning new location in the Bay Village. Following an impressive performance during the pandemic, the Single Malt sector has continued to perform well in the past year as recovery has gathered pace, driven by the Prestige Plus and Ultra Premium segments. To help stakeholders tap into this vibrant market, Whyte & Mackay recognises that continued newness is needed to keep driving recovery, and the company will showcase the latest innovation from its diverse portfolio of Single Malts at the exhibition. Each one is designed to generate growth thanks to the company’s understanding of the modern duty free shopper’s lifestyle and category specific attitudes. Also at the show, Whyte & Mackay will showcase the very latest release from its masterpiece in the making, The Dalmore, which is poised to create an exciting new, super-premium offer for Single Malt shoppers. Richard Trimby, Travel Retail Director, Whyte & Mackay, said: “We are very pleased to be back at the TFWA World Exhibition in Cannes, especially with our new location and stand. This new space has been designed as an exclusive private lounge where we are inviting ‘privilege members’ to discover our plans to elevate their malt business in 2023. “They will also have the opportunity to sample our award-winning Single Malt collection in our exclusive bar. This reflects our expertise in offering exceptional experiences to Duty Free Shoppers through our portfolio of pedigree Single Malts. “As we look at the market today, we can see that changing shopper profiles in travel retail have created new expectations of our sector as it recovers and we are looking forward to sharing our views on how we and our diverse portfolio of Single Malts can support partners and the category.” Meeting the needs of modern shoppers Changing shopper demographics mean the demand for range development and innovation has never been bigger and Whyte and Mackay will showcase newness for every shopper profile in Cannes. This includes the masterpiece in the making The Dalmore, which speaks to the Modern Luxury consumer; Jura, which by supporting its tiny island community will appeal to the conscious millennial; Fettercairn for the whisky curious always on the lookout for hidden gems, and Tamnavulin which inspire the savvy hunters. Clarisse Daniels, Head of Marketing Global Travel Retail & Emerging Markets, Whyte & Mackay, said: “Innovation is a key growth driver in our channel; for example the Jura Islanders’ Expressions, which launched in 2022, has been a huge success across all regions and sold out in weeks in many locations. This success is driven by having the right products, amplified via omnichannel campaign in order to reach shoppers on their path to purchase. “Initiatives like this, which combine newness with engaging activation to drive penetration and conversion are a hallmark of our travel retail offer. The Dalmore continues to drive spend per passenger for our retailers with its collection of rare and aged single malts, including the new Dalmore 20 year old and a stunning new Limited Edition hitting the shelves in November, attracting the modern luxury consumer to Duty Free Stores, and converting them into high-spending shoppers.” Trimby concluded “The travel retail market has faced massive challenges in recent years and continues to do so, but Single Malt has shown that it is a vital driving force in this market. It was one of the fastest growing sectors during the pandemic and is continuing to see high demand as shoppers return. We look forward to sharing our vision and new innovation with the industry.” Whyte and Mackay will be located at Stand 14 in The Bay Village.

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