Edrington Global Travel Retail has reported ‘an extremely positive 2014/15 in travel retail, with its whisky portfolio returning ‘strong double digit’ percentage revenue growth.

 

The company said its two stand out single malt brands were Highland Park with year-on-year shipments up 33% and The Macallan – up 14% over the same period, within a total travel retail business which accounted for over 10% of overall revenues.

 

Travel retail also outperformed domestic sales, returning double-digit growth across all four regions and ‘exceptional growth’ in The Americas (+40%).

 

Edrington created its new GTR team in 2014 and entered into a new joint venture with WEBB (World Equity Brand Builders) in January 2015 for the travel retail market in Americas and the Caribbean, while Edrington European Travel Retail was formed in April 2015.

 

Edrington Asia Travel Retail also relocated to Singapore while the company also operates out of its Edrington Fix Middle East company.

 

 

Commenting on the progress to date, Edrington GTR Managing Director Tellis Baroutsis said: “Travel Retail remains a hugely strategic and important channel for Edrington, both in revenue terms and also through the exposure and touch points it gives us to an unrivalled consumer mix.

 

“Over the last eighteen months we have taken huge strides forward, putting in place a new structure which moves Edrington much closer to our customers and consumers and positions us to accelerate our momentum in several key growth markets.

 

 

“We are committed to fuelling that growth through continued innovation – at both a brand and retail level – investment, and partnership, all of which are key to attracting new consumers and maintaining the loyalty of existing ones.”

 

The company recently exhibited at the TFWA Conference & Exhibition 2015 in Cannes, showing off some of its key products, including The Macallan, which it refers to as ‘The Crown Jewel of the Edrington Portfolio’.

 

The company says that this brand continues to play ‘a particularly key role in the channel’s most dynamic market – Asia’, while also performing strongly in the Americas.

 

Launched in October, Edrington says that its Macallan Rare Cask Black is the latest addition to The Macallan 1824 Master’s Series. Describing the product, the company said: “The Macallan Rare Cask Black is truly extraordinary, unlike any other Macallan today. It is a Macallan with a surprising yet subtly distinctive hint of smoke.

 

“Many years ago a small amount of smoky whisky was laid down – the only existing Macallan casks with whisky of this character. These are part of the less than 100 casks that have contributed to the creation of this out of character Macallan, having a hint of smoke.”

 

This particular GTR exclusive product has been bottled at 48% ABV and non-chill filtered and retails at a recommended retail price of US$450 at ‘selected airports’ around the world.

 

In addition, The Macallan Golden Age of Travel is said to be the latest series in The Macallan’s partnership with Lalique, ‘bringing together an exceptionally special whisky with the artistic genius of René Lalique to commemorate a time of glamour, style and grace in the world of travel.’

 

Describing the product, Edrington says: “It draws on the nostalgia and prestige of the golden age of travel in the 1930’s and celebrates an era when René Lalique arguably created some of his most iconic work.

 

“Exclusive to Global Travel Retail, this series will feature five annually released exclusive decanters designed by Lalique, containing exquisite Macallan whiskies. Each decanter will feature an iconic mode of transport, starting with the cruise liner.

 

 

“This travel connection strengthens the ‘sell’ and relevance in the Global Travel Retail channel. There will be 50 of each crystal decanter designs created, 48 of which will be available for sale exclusively in GTR. The recommended price of the first decanter will be US$40,000.”

 

In addition to this, the company says that Highland Park is completing its Travel Retail Exclusive Warrior Series with King Christian I. This is also exclusive to GTR and is presented in a traditional Viking teardrop crystal vessel held within a silver coiled stand.

 

Edrington says the design takes direct reference from the vessels closely associated with the Viking period, with the bottle set in a high gloss black presentation box featuring the distinctive Norse marquetry. The recommended price is €5,000.

 

Last, but not least, the company points to its Cutty Sark Thirty Three Year Old limited edition offering with a specific focus on the Art Deco period of the 1920s and early 1930s.