Whyte & Mackay to unveil GTR innovations at TFWA

Whyte & Mackay is set to unveil a raft of new and innovative single malt releases at the 2025 TFWA Asia Pacific Exhibition in Singapore, with a sharp focus on shopper insights to boost penetration and conversion in global travel retail (GTR).

According to IWSR, the Asia Pacific region continues to dominate sales in the Prestige and Prestige Plus spirits categories, accounting for 59.4 percent of single malt Scotch whisky sales in GTR. China remains a priority market for Whyte & Mackay, buoyed by data from m1nd-set showing Chinese travellers spend double the global average in duty free, with staff interaction proving pivotal in purchase decisions.

India and Singapore are also key growth markets, as Indian consumers show increasing affluence, strong spending power, and a growing preference for premium malt whiskies.

Whyte & Mackay aims to deepen its partnerships with retailers to draw more consumers into the category, leveraging shopper insights to convert interest into purchase. Tactics include enhanced storytelling, expert staff engagement, and the deployment of brand ambassadors,  all deemed vital to shopper engagement.

The Single Malt category has outpaced the broader spirits market over the past five years, with single malt Scotch whisky now the top alcohol category purchased in travel retail. Whyte & Mackay’s portfolio, including The Dalmore, Jura, Fettercairn, and Tamnavulin, has been a key driver of this growth.

“There is strong consumer demand for innovation with travellers seeking new and unique products,” commented Janice McIntosh, Marketing Director-UK, Europe and GTR. “Shoppers expect a choice at different price points, so ensuring multiple price tier options to take advantage of trade-up opportunities is a key part of our strategy, with aged statements and trusted brands becoming increasingly important.”

The Dalmore, the fastest-growing luxury brand from 2019 to 2023 (volume CAGR 9.3 percent, will spearhead several GTR-exclusive launches this year, with a particular focus on Asia.

• The Dalmore Portfolio Series Year 2: To be launched exclusively at Singapore Changi Airport in September.
• The Dalmore Luminary Series-No.3 2025 Edition: To be launched with Lotte Duty Free in June.
• The third installment of The Dalmore’s Cask Curation Series.
• A brand-new travel retail exclusive collection of whiskies.

Jura will also take centre stage at the exhibition, previewing a brand-new travel retail exclusive range. Visitors will also experience Jura Islanders’ Expressions No.4, the latest edition in the acclaimed series celebrating creativity from the Isle of Jura.

The fourth edition pays tribute to island gardener and distillery team member Neil Cameron. Presented in vibrant packaging that reflects Neil’s artistry, the expression is finished in Madeira Malvasia casks, a first for Jura, and exemplifies the brand’s signature fruity and balanced house style.

Jura Islanders’ Expressions No.4 continues the distillery’s mission of showcasing Jura as ‘More Than A Whisky’, highlighting the island community spirit, shared experiences, and storytelling through every bottle.

“For us, the TFWA Asia Pacific show is a key opportunity to meet with and listen to our travel retail partners, and work collaboratively in order to unlock further growth within the category,” Janice concluded.