Loch Lomond Group champions a collaborative-led approach to growth
At the top of its game, Loch Lomond Group continues to expand its travel retail footprint across key global regions. It has partnered again with The Open Championship in July
As consumer preferences continue to evolve in travel retail, Loch Lomond Group remains committed to the channel and offering a broad, deep and diverse portfolio, says Luke Maga, Group Managing Director – Global Travel Retail at the company. This is the case not only within whisky, but also across adjacent categories. According to Maga, Loch Lomond’s strategy is built on agility, insight and partnership. At its core is a clear and common understanding: consumers are the key to brand success. With this in mind, it is believed that complacency is not an option. “By staying consumer-focused, flexible and forward-thinking, we ensure our portfolio remains both relevant and rewarding for shoppers and stakeholders alike,” he adds.
Approach to growth
Over the last 12 months, the group has continued to rapidly expand its travel retail footprint across key global regions including the Americas, Asia and Europe. Specifically, its progress in Europe has been supported by a stronger distribution platform, increased brand awareness and growing consumer demand for its portfolio.
“Our approach to growth focuses on both reach and relevance. We work closely with our retail and distribution partners to develop aligned strategies that deliver mutual value. This includes offering an award-winning assortment tailored to diverse market ensuring a premium and distinctive portfolio that resonates with global travelers, strengthening visibility and accessibility in high-traffic travel retail hubs.
“This collaborative, insight-led approach has positioned Loch Lomond as a highly relevant and desirable brand within the global travel retail landscape. We work with dynamic, solution-focused partners who share our growth ambitions and bring a local perspective to each market,” explains Maga.
The team is said to rely on data-driven insights to tailor its offerings and actively monitor global and regional trends, allowing it to pivot to meet emerging consumer demands and stay ahead of shifting tastes, whether in line with flavor profiles, age statements or packaging innovation.
Premium positioning and unique storytelling
Recently launched at TFWA Asia Pacific in May, Littlemill’s Echoes from the Past celebrates the legacy of Scotland’s oldest licensed distillery, which shut down in 1994 and was later destroyed by fire. Loch Lomond was fortunate to save some of the original casks, which are still maturing in its warehouses across Scotland. A travel retail exclusive, Echoes from the Past is a four-part series drawn from one of the surviving casks, with only 50 bottles released per year; it comes with a 50-ml miniature and collectable decanter.
“Echoes from the Past has received a strong initial response, reflecting both its rarity and the emotional connection it evokes among collectors and connoisseurs. It tells a poignant story of heritage, craftsmanship and the preservation of a lost distillery through exceptional liquid,” says Maga.
Speaking about the range of products available on the shop floor, it is evident that Loch Lomond’s portfolio is not only diverse, but also deeply rooted in whisky heritage. The Loch Lomond Remarkable Stills Collection continues to see strong momentum, providing a unique expression of the group’s innovative still design and distillation style. As the only whisky from Campbeltown, Scotland, available in global travel retail, Glen Scotia offers passengers a unique regional choice and retailers the opportunity to present a truly global whisky selection, Maga notes. “Together, these collections strengthen our premium positioning in the channel and reinforce our commitment to offering exclusivity, authenticity and storytelling,” he states.
Winning at The Open
Loch Lomond is gearing up for The Open Championship – the world’s biggest golf major – this summer. Central to its travel retail strategy, this partnership remains a key pillar for the group, which is known to release three limited editions each year based on the event’s location. The tournament will take place in place in Portrush, Northern Ireland, this year; among The Open editions, Loch Lomond is set to present a 22-Year-Old Course Edition aged in Spanish oak on-site and at select travel retail locations.
As shared by Maga, the company’s travel retail focus in the coming year(s) will expand further outside of the United Kingdom into and across Spain, Asia Pacific, the Americas and the Middle East with activations supporting key retailers in these markets.
“In 2025, we have significantly expanded our activation footprint with a series of promotions leading up to The Open. We will run promotions across key locations Edinburgh, Glasgow and Heathrow Terminal 2 over June and July. Excitingly the first-time presence in World Duty Free Belfast, where visitors will be welcomed with the Loch Lomond portfolio, including The Open Editions,” he says. “New listings have been confirmed at ARI Dublin, Singapore Changi Airport and Sydney Airport. These activations aim to drive awareness and engagement for the Loch Lomond portfolio while celebrating our ongoing partnership with The Open.”
