Malt sector to play leading role in travel retail recovery, says Whyte & Mackay

By Luke Barras-hill |

The Scotch malt whisky category will play a vital part in the restoration of duty free sales hit hard by the coronavirus (Covid-19) crisis, according to Whyte & Mackay.

The whisky maker identifies three sectors that each engage different shoppers: ‘Power Brands’, ‘Discovery Brands’, and ‘Affordable Malts’.

Richard Trimby, Travel Retail Director, Whyte & Mackay said: “The travel retail market is going through major changes and to drive the recovery we need to overcome new challenges and also seize the opportunities in front of us.

“Malt whisky remains a huge opportunity for travel retail and will be one of the key drivers of growth in the months and years to come. Whyte & Mackay understands the shoppers in this vibrant market and what drives that growth as our customers return.”

Richard Trimby, Travel Retail Director, Whyte & Mackay.


With a 12% market share by value, malt remains the third largest spirits category according to IWSR.

The leading authority on the alcohol beverage market tips the malt category to rebound faster than its spirits counterparts and will remain a key driver of travel retail’s recovery.

For Whyte & Mackay, its staple of revered brands including The Dalmore and Jura, in addition to fast-growing names such as Fettercairn and Tamnavulin are helping to reignite the purchasing recovery.

Jura, for example, has notched double digit growth in the very competitive UK, French and US domestic markets and in Asia DF&TR, notably in Taiwan duty free.

“Looking to the future, it is going to be vital that we as an industry understand how to engage shoppers and drive both penetration and spend,” added Trimby. “Malt is a powerhouse category which is still growing around the world and vital to the recovery in travel retail.

“The category thrives on choice and innovation because shoppers are looking for a diverse and exciting range to entice them into the store. At Whyte & Mackay we understand how these shoppers tick and are ready to help our retail partners rebound faster.”

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