A conversation with Edrington’s Kasper Andersen on premiumization, innovation and resilience

At the 2025 TFWA World Exhibition and Conference in Cannes – where Edrington unveiled two major travel retail launches – Global Travel Retail Magazine spoke with Kasper Andersen, Regional Managing Director of Global Travel Retail at Edrington, about its new products, market dynamics and the company’s approach to innovation and experiences.

Premiumization and experiential innovation

“Travel retail shines in areas such as premium offerings, shopper engagement and product innovation,” explains Andersen. “Premiumization is driven by human curiosity and the desire to explore. That same curiosity drives much of the purchasing behavior in travel retail, which makes it a natural channel for brands to engage with consumers and showcase products that reward exploration through rich storytelling.”

A key element in premiumization is the retail experience, he explains, noting that this is an area where Edrington is putting a strong emphasis. “Our boutique program is the ultimate embodiment of this approach, where our commitment to staff training, experiential elements and personalization really shine through. We are aiming to elevate the single malt category through a carefully curated shopper experience.”

The Macallan Harmony Collection expression, Inspired by Organic Cherrywood Lapsang Tea – developed with Jing – pays homage to the world of tea and the artistry of nature. Its ceremonial tea tray, immersive storytelling and packaging crafted from repurposed waste tea leaves reflect Edrington’s focus on craftsmanship, sustainability and premium experiences.

The Macallan’s 200th anniversary activations in 2024, which included a partnership with Cirque du Soleil, helped reach a new generation of whiskey enthusiasts and served as a catalyst to elevate other core brands, including Highland Park, which unveiled a new aesthetic last year.

Building on the brand’s refresh, Highland Park recently launched the travel exclusive Between You and I: Journeys by Björn Frantzén. This 17-year-old single malt stands out for its creative packaging, which features six layered colors representing distinct emotions and replaces traditional tasting notes with a reflective booklet linking flavor to memory.

Following exclusive world-first launch activations at Dubai Duty Free in October, the whiskey is now available in travel retail globally, with further high-profile promotions planned at Shanghai Pudong and Singapore Changi airports until early 2026. The travel exclusive expression is complemented by the 16-year-old Between You and I by Björn Frantzén, available in domestic markets only.

Market diversification

Andersen highlights market diversification as central to Edrington’s strategy. India stands out for its strong traveler spend and expanding airport infrastructure, while China and emerging markets such as Brazil, Thailand, Indonesia and Japan remain key growth areas. The cruise sector also continues to drive growth, with significant sales of The Macallan Colour Collection coming from onboard pouring programs.

“India is very interesting within the scotch and single malt category,” Andersen observes, noting that consumption and spending behaviors by Indian consumers in travel retail make them increasingly important for the business. “There has been huge growth in the middle class within India, where we have seen greater spending power.”

Andersen notes that India remains a strong market for blended whiskey, but that affluent consumers are also gravitating towards premium single malt brands such as The Macallan. The Macallan shop-in-shop in Delhi’s Indira Gandhi International Terminal 3 continues to perform well, and the first The Macallan pop-up in India is due to launch by the end of 2025.

Digital innovation

Inside travel retail spaces, The Macallan’s Discover Your Expression tool allows shoppers to scan a QR code to discover whiskies suited to their tastes or for gifting. “You get to know the whiskies in a way that feels personal,” explains Andersen.

Around 30% of consumers research purchases prior to flying, making pre-travel digital presence increasingly important. “We’re partnering closely with duty free e-commerce sites so travelers can check availability, read up on releases, or buy their favorite bottles with ease,” Andersen says.

Technology also enhances airport logistics for travelers. “Technology is reducing queues, giving travelers more time to explore and shop in stores,” Andersen notes.

Sustainability as standard

Sustainability is embedded across Edrington’s premium portfolio. Packaging for The Macallan Timeless Collections – Sherry Oak, Double Cask and Colour Collections – is fully recyclable, with lighter bottles for older age statements to reduce material use. Energy-efficient merchandising and material choices support long-term environmental goals. Highlights include a 30% reduction in local supply chain CO2 emissions, 70% use of recyclable materials in retail spaces, a 43% improvement in Lifecycle Analysis scores, and a 10% year-on-year saving on freight emissions.

“The aim is to reduce our footprint wherever we can, while keeping the experience for travelers as premium as they expect from The Macallan and our wider portfolio,” says Andersen.

Resilience and opportunity

Andersen acknowledges ongoing volatility from trade disputes, regulatory shifts and supply chain disruptions. Despite this, he remains confident in travel retail’s resilience. “Passenger numbers are back,” he says. “Even if some consumers spend a little less, airport investments and growing passenger volumes are creating opportunities for premium brands. It’s about targeting the right passengers.”

“Airport investments in the millions, sometimes billions, of dollars are expanding capacity,” adds Andersen. “Over the next 10 to 20 years, passenger numbers could double. Even if there is a trend of consumers drinking less but better, holding slightly less share in a market that’s double in size still creates room to grow.”

Looking ahead, Andersen emphasizes purposeful innovation. “We have an interesting pipeline for the coming period, and innovation will be key to driving the category forward,” he concludes. “We must ensure customers understand our brands. Innovation must have purpose. We aren’t innovating just to innovate; we are innovating to recruit, educate and engage.”