Whyte & Mackay partners with Dubai Duty Free in standout single malt whisky promotions
Whyte & Mackay's The Dalmore demands attention at Dubai International Airport
Whyte & Mackay has continued to underline its position as a driving force within the flourishing single malt category in global travel retail through a series of high-profile activation spaces at Dubai International Airport, created in partnership with Dubai Duty Free.
Throughout June, the company showcased its single malts The Dalmore, Jura, Fettercairn and Tamnavulin in a series of spaces across T1 and T3 Departures, and T3 Arrivals. A further set of promotions for Fettercairn and Jura, is live throughout July.
According to Whyte & Mackay, this latest collaboration highlights its commitment to single malt category growth, with the company’s increased focus in the Middle East, “a vital region for the channel and category”.
Whyte & Mackay and Dubai Duty Free invite travelers to "experience whisky reimagined"
Scotch whisky, the biggest spirits category in global travel retail, continues to outpace the spirits category in general, exceeding the forecast pre-COVID, especially in key regions such as Dubai and India. According to IWSR, Whyte & Mackay remains the only malt owner globally to have driven growth every year since 2019 across total global markets with its portfolio of single malts.
The single malt whiskies showcased via this summer’s DDF activations are The Dalmore Luminary No.2 Collectible and a range of travel retail exclusives, a new aged range of Fettercairn expressions, the limited edition and collectible Jura Islanders’ Expressions No.3 and Tamnavulin Sauvignon Blanc Edition.
The activations have been timed to support the regional roll-out of these collections, each of which targets a specific shopper demographic and shopper mission. Thanks to Whyte & Mackay’s expertise in understanding malt shoppers and consumers, the head-turning displays have been designed to stimulate footfall and conversion in-store. The installations incorporate eye-catching merchandising units and bottle displays, tastings, and extensive signage, to help shoppers navigate the fixtures and give them confidence in their purchases. As part of Whyte & Mackay’s partnership with DDF, the launch of The Dalmore Luminary is being further supported by a campaign on JC Decaux screens sited across the airport’s VIP lounge spaces, which have proven to be a key tool in driving store footfall and conversion.
The Dalmore's latest limited edition was highlighted in the activations with Dubai Duty Free
Whyte & Mackay has reported an exceptional uplift in sales at DDF in June, with its single malts growing +37% in value compared with June 2023. This growth was fueled by Tamnavulin (+277%), Fettercairn (+218%) and The Dalmore (+28%), now a preferred malt of Dubai Duty Free shoppers (all figures are value sales June 2024 versus June 2023).
Clarisse Daniels, Whyte & Mackay Regional Director GTR, said, “We are absolutely delighted with our Dubai Duty Free partnership, which has resulted in our single malt brand activations attracting more passengers to their stores, and driving headline growth. As single malt specialists, we have carefully curated a series of impactful activations, which clearly express the character, ethos and positioning of our different whiskies, with compelling propositions that appeal to both existing and new customers.
“Our portfolio outperforms the single malt category in the premium, super-premium, and ultra-premium price segments, driven by Tamnavulin, Jura and Fettercairn, respectively. I’m confident these new travel retail exclusive launches will continue to increase penetration, conversion and spend, fueling long-term growth both for us and our retail partners.”
