In the latest TRBusiness Cannes Shorts video interview, produced in partnership with Bluedog Group and filmed on location at the TFWA World Exhibition & Conference (1-5 October), Jeremy Speirs, Edrington Regional Managing Director, Global Travel Retail talks premiumisation among the brands’ portfolio, while updating on the reaction received to The Macallan Colour Collection.
As reported, The Macallan revealed recently the new travel retail exclusive Colour Collection of single malt whiskies created in partnership with graphic designer David Carson, marking the return of age statement whiskies to The Macallan’s global travel retail offering.
The range, which explores the connection between the natural colours and the sherry seasoned oak casks from Jerez, Spain that inform the flavours of the liquid, comprise five expressions: the 12 Years Old (RSP $80), 15 Years Old ($165), 18 Years Old ($350), 21 Years Old ($1,100) and 30 Years Old ($4,455).
“We’re only a month in [since the launch] but the reaction has been really positive from consumer and retailers,” said Speirs. “What we’re seeing on the ground is great engagement with the brand.”
Edrington GTR’s return to TFWA Cannes this year where it was present onboard yacht E-Motion in the Harbour Village underlines its continued investment in the DF&TR channel, said Speirs.
“The year-to-date performance has been nothing short of exceptional. We’ve seen a really strong bounceback and are now trending ahead of 2019 by some margin and our premiumisation strategy is really working. We’re seeing the results come through.
“From our perspective, 2024 is a very exciting year as we have our bicentennial celebrations for The Macallan.”
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