Edrington, the makers of The Macallan Whisky, introduced their new aged Triple cask series of Macallan Single Malt Scotch Whisky to the Kenya market yesterday.
The luxury single malt scotch whisky is ranked Number 1 in value globally. The Macallan has been distributed in most premium outlets in Kenya since 2012. In 2018 The Macallan transformed from the non-aged 1824 series to the new aged Triple Cask Matured Macallan series of 12-year-old, 15-year-old and 18-year-old Whisky.
“The Macallan enjoys a respectable following among single malt consumers in Kenya. Our vision as we launch the new aged series is to grow this loyal following to make The Macallan the ultimate luxury spirit in Kenya, “said Sanele Gwala, Regional Marketing Manager – Africa at Edrington.
The International Wines and Spirits Record (IWSR), notes that whisky consumption in Kenya grew by a compound annual growth rate (CAGR) of 21.7% in the five years 2013 to 2018. This is expected to grow by another 18.8% in the next four years to 2023.
It is projected the trends will continue to grow in double digits over the next five years.
The Macallan is currently re-aligning its business with a renewed focus on the growing interest and improving tastes in luxury goods by a new generation of sophisticated consumers in Kenya.
Jackline Mburu, the Area Manager - East Africa & Indian Ocean Countries, Edrington said The Macallan hopes to be the leading single malt whiskey by value in Kenya by 2025 would take advantage of the growing interest by the Kenyan consumer, in luxury brands.
The Triple Cask Matured series of 12-year-old, 15-year-old and 18-year-old Macallan
Whisky that was introduced in Kenya by Edrington Africa the new range Triple Cask replaces the non-aged 1824 series that was discontinued in 2018.
“In Kenya whisky embodies the aspiration and status of the emerging young and sophisticated consumer with a keen eye and access to luxurious experiences. With improved access to global brands, consumption has improved considerably and we expect the category to continue experiencing steady growth, concluded Mburu.
In a media briefing yesterday, Gwala announced the appointment of Jeyfine Wines Co. Limited as the distributors of The Macallan Whisky, with exclusive import and distribution rights to Edrington’s single malt whiskies in Kenya.
Jeyfine Wines Company has a strong distribution network of premium and super-premium spirits coupled with their unique E-commerce platform, Mo-Bar that enables them to deliver directly to the consumers.
Joseph King’ori, Chief Executive Jeyfine Wines said their firm services over 2,500 bars in the capital city Nairobi. Over 1,500 outlets buy premium whisky products on a regular basis. This is in addition to a mobile commerce platform Mo-Bar, a direct-to-consumer mobile platform available for download on both Android and Apple smartphones.