Craft spirits
How Kavalan combines craft, provenance and consumer engagement
From the debut of its Classic Single Malt Whisky in 2008, Taiwan’s Kavalan Distillery has steadily expanded its range, making its mark on the global whisky scene. Having pioneered single malt whisky production in Yilan County since 2005, the distillery has been showcasing Taiwan’s natural resources and distillation expertise to a global audience.
Its exclusive expressions and standout design reflecting local cultural heritage have helped the brand become a fixture on duty-free shelves. Brand Ambassador & Global PR Officer Kaitlyn Tsai highlights the channel’s potential: “At Kavalan, we see the biggest growth opportunities in two areas. First is the rise of consumer curiosity in Asia, particularly among younger travellers who are eager to discover new flavour profiles and collect limited expressions.
“Second is the continued demand for authentic and localised stories. As Taiwan’s first single malt whisky, Kavalan embodies both innovation and heritage, and travel retail is the perfect stage to share that story with a global audience.” To meet this demand, Kavalan is expanding its portfolio of travel retail exclusives, focusing on limited editions, single cask strength whiskies and expressions that combine innovation with storytelling.
Kavalan Brand Ambassador & Global PR Officer Kaitlyn Tsai emphasises that travellers are searching for authentic storytelling in the craft spirits category
Kavalan’s success stems from its expert R&D team, supported by King Car Group’s four decades of expertise in the beverage sector
Bringing Taiwan’s whisky story to life
Tsai adds, “Travellers want to understand not just how a whisky tastes, but how the environment, people and philosophy behind it shape the final spirits. For Kavalan, this means highlighting Taiwan’s subtropical climate and natural water sources, and explaining how these create a distinctive maturation style.” In travel retail, guided tastings and virtual distillery tours have proven effective in deepening connections with consumers.
Human touchpoints are also critical. “By recruiting dedicated brand ambassadors in key markets such as Singapore and Vietnam, we can ensure that consumers receive authentic, expert-led education and personalised engagement,” Tsai adds.
Premiumisation continues to influence the channel, though consumer expectations have shifted. “Travellers are no longer satisfied with simply paying more for a brand name; they are seeking authenticity, craftsmanship and differentiation,” says Tsai. The Kavalan Solist Series, with its undiluted, non-chill-filtered single cask whiskies, continues to resonate with collectors, while the core range appeals to a broader audience.
“Thanks to our valued partnership with MAG, we’ve been able to take things to the next level with a 360-degree activation across our websites, Reserve & Collect service, our social media channels, and introducing high-impact visibility across the terminals both landside and airside.”
Innovation meets provenance
This year, Kavalan has introduced a series of travel retail exclusives emphasising both innovation and regional engagement. Among these is the Grand Reserve Series in partnership with Lotte Duty Free, built on STR (shaving, toasting and recharring) vinho casks combined with rare casks.
The Grand Reserve No.1, combining vinho and amontillado sherry; and Grand Reserve No.2, blending vinho, madeira and ruby port are bottled at 40% ABV in 1-litre formats, designed to be approachable for newer whisky drinkers while retaining Kavalan’s complex character. The packaging features Taiwan’s Snow Mountain, reinforcing provenance and making the series a strong gifting option in travel retail.
Regional exclusives are also expanding. In South Korea, Kavalan launched a Jeju-exclusive limited-edition Distiller’s Reserve Series in partnership with Jeju Tourism Organization Duty Free. It blends fino sherry, manzanilla, rum and brandy casks, with designs inspired by Jeju’s landscapes and hanbok colours. In Vietnam, Vinho Barrique Single Cask Strength exclusives will launch in Da Nang, Ha Noi and Nha Trang airports, each with packaging reflecting local landmarks and culture.
Tsai says, “Through these initiatives, Kavalan is not only delivering collectible, high-quality whiskies but also creating meaningful connections with travellers by celebrating both place and provenance.”
Partner’s message
Partner’s message
The Moodie Davitt eZine
Issue 346 | 17 September 2025
The Moodie Davitt eZine is published 6 times per year by The Moodie Davitt Report (MA Travel Retail). © All material is copyright and cannot be reproduced without the permission of the Publisher. To find out more visit www.moodiedavittreport.com and to subscribe, please email kristyn@moodiedavittreport.com