Whyte & Mackay unveils The Dalmore Anthology – a curated travel retail exclusive collection celebrating whisky making artistry

The Dalmore, the fastest growing top 10 global malt brand in ultra-premium and prestige (IWSR 2024) has introduced The Dalmore Anthology – a new, aged global travel retail exclusive collection of rare single malts. Available only in select key airport locations, this distinctive release marks a bold new chapter in whisky storytelling – a masterfully curated trio of aged expressions: 13, 16 and 19 years old, each finessed in exceptional Pedro Ximénez sherry casks. This unique multi-cask process maximizes maturation time, enriching every drop of these exceptional spirits.

The collection made its Middle East debut last month at Dubai International Airport, in partnership with Dubai Duty Free. In response to increasing shopper demand for aged whisky and exclusive, ‘new to market’ collections in global travel retail, The Dalmore Anthology offers a new proposition for high-value shoppers.

A library of exquisite flavors

The Dalmore Anthology is a meticulously curated series of single malts that tell three distinct tales of time, craft and cask, each finished in the world’s finest Pedro Ximénez sherry casks. The trilogy reflects The Dalmore’s unmatched commitment to exquisite cask curation and long-standing cask partner relationships, complementing the distillery’s house style, while adding indulgent new layers of complexity.

Drawing inspiration from the literary world, the name “Anthology” – a collection of the finest artistic works – defines the philosophy behind this launch. Each expression is crafted for those who seek rare and meaningful finds.

• The Dalmore Anthology, 13 Years Old, Pedro Ximénez Cask Finish (£62/US$80) – vibrant and inviting, 43% ABV
• The Dalmore Anthology, 16 Years Old, Pedro Ximénez Cask Finish (£128/US$165) – rich and balanced, 46% ABV
• The Dalmore Anthology, 19 Years Old, Pedro Ximénez Cask Finish (£271/US$350) – layered and decadent, 47% ABV

Sensorial storytelling

Launching through a flagship 38-square-meter activation with Dubai Duty Free, The Dalmore Anthology campaign is built around theater, storytelling and emotional engagement. Every detail has been crafted to immerse shoppers in The Dalmore Anthology across multiple touchpoints.

The visual storytelling of The Dalmore Anthology is brought to life through a striking, literature-inspired retail concept. Bespoke display units feature elegant ‘bookshelves’. Gondolas are styled as oversized book sleeves, while illuminated glorifiers, designed to resemble stacked books, spotlight each whisky.

Top-tier activations will feature The Anthology Olfactory Studio. Designed to deepen consumer engagement and drive conversion, this sensorial experience invites travelers to nose all three whiskies using aroma strips. Even the olfactory kit is presented within a hand-crafted hardback ‘book’, reinforcing the literary theme.

“Travel retail remains a powerful platform to connect with luxury consumers across the world,” comments Whyte & Mackay Marketing Director GTR Janice McIntosh. “With The Dalmore Anthology, we are bringing a new level of aged, curated rarity to the fore – delivering both the craftsmanship and exclusivity that we know shoppers are actively seeking.

“Drawn from the pages of our rich whisky making heritage, The Dalmore Anthology is a celebration of legacy and possibility that showcases our ambition to innovate within the luxury whisky space. We are proud and excited to offer these exceptional new releases to our discerning travel retail clientele.”

“We are delighted to partner with Whyte & Mackay for the Middle East travel retail debut of The Dalmore Anthology,” adds Dubai Duty Free Senior Vice President – Purchasing Sharon Beecham. “This exceptional new travel exclusive collection brings together age and unique cask finish, offering strong shopper appeal – exactly the kind of innovation our customers are seeking. With its striking in-store presence and curated luxury positioning, we are confident The Dalmore Anthology will drive excitement and commercial momentum within the whisky category.”