‘Distillery to glass’ – Ian Macleod Distillers champions craft discovery

Travellers are increasingly seeking craft spirits that combine authenticity, storytelling and approachable price points, and Ian Macleod Distillers (IMD) is positioning its portfolio to meet that demand. Head of Global Travel Retail William Ovens says: “We see the largest growth opportunity being for products at more accessible price points with strong and credible product propositions. Consumers are also looking to discover brands which are more craft in nature; our brands perfectly fill the desire for the ‘discovery’ experience, away from mainstream.”

The portfolio includes renowned single malts and gin with distinct craft stories, such as Tamdhu Speyside Single Malt, Glengoyne Highland Single Malt, Rosebank Lowland Single Malt, Smokehead Islay Single Malt, Glenfarclas Highland Single Malt and Edinburgh Gin. IMD encourages shoppers to explore its craft brands through engaging activations that introduce new taste experiences and inform consumers.

“Successful craft brands need to have character and authenticity, making them relatable from the distillery to the glass,” says Ovens. The company brings this to life by inviting Master Distillers to meet consumers on the retail shop floor and by investing in best-in-class ambassador training in airports. Digital channels are also being increasingly used to educate travellers through both the brands’ and partners’ platforms.