Single Malts A Top Draw

Whisky enthusiasts are shifting tracks from low-end to single malts and this is clearly projected from the sales at premium outlets, including duty-free stores. Gaurav Singh, CEO -Mumbai Travel Retail Pvt Ltd (Ospree Duty Free), outlines this evolving trend and how it will shape up the single malt category with regards to quality and experience.

Shifting from low-end to high-quality products is a trend that is immediately discernible among whisky consumers. Here, single malts with their distinctive flavours and craftsmanship appeal to this desire. As industry experts point out, consumers are veering towards premiumisation in taste and upgrading to single malts. As such, a wider range of single malts from diverse regions are now available globally while there is also a growing interest in whisky as a collectible.

The current trend focuses on origin and region along with age rarity, emphasising the individuality of each bottle with regards to different flavours and texture. Given this evolving nature, the focus on single malt brands is with regards to quality and experience, which millennials and young women tend to prioritise over quantity.

“They offer a complexity and sophistication that resonates with these consumers,” says Gaurav. Thus, embracing innovative marketing approaches and creating a more inclusive and welcoming environment attracts a new generation of whisky enthusiasts.

Enhancing Appeal

As consumers are increasingly gravitating towards premium products, the onus is on the sellers to enhance the appeal of single malts. As such, Ospree Duty Free has been working on various approaches, for instance, the Singleton Garden of Abundance which is an attractive display of the new collection of Singleton Single Malt at duty-free outlets.

There are also the exclusive story line concept setups of Macallan and Indri with a touch of alluring artistic appeal to captivate consumers. Another example is the Belvine 50-year-old exclusive collection at Ospree Duty Free, which is the only unit available in Middle East and North Africa region.

The Duty-Free Presentation

These who shop at the duty-free stores at airports provide a clear indication of where the whisky segment is heading. Given that, Ospree Duty Free offers a diverse selection of single malt whiskies, catering to a wide range of preferences.

“From a seasoned whisky connoisseur to a newcomer to the world of single malts, you are sure to find something to enjoy at Ospree Duty Free. We have over 250 brands, including Glenlivet, Glenfiddich, Glenmorangie, Loch Lomond, Laphroaig, Macallan, Dalmore, Singleton, Indri and a wide range of assortment ranging as high as ₹50 lakh and above,” Gaurav informs.

Single malts contribute to 36 percent of the total whisky sales at Ospree Duty Free. In FY24, single malts registered a growth of about 50 percent. While single malts category in whole is on a growth trajectory, comparing domestic and imported single malts, the latter commands a higher share of the malt business. Some of the topselling brands with Ospree Duty Free are Glenlivet, Glenfiddich, Glenmorangie, Indri, Rampur and more from different segments.

Duty-free offers a competitive price on high-end single malts, making them more accessible to travellers. Single malts ranging from ₹5,000 to ₹14,000 make for the most appealing price points.