Macallan “struggling” in TR after age removal

5th September, 2011 by Alan Lodge

The decision to withdraw age statements from The Macallan whiskies in travel retail has led to a significant drop-off in sales at World of Whiskies, according to a source at the store.

The Edrington Group moved to withdraw age statements from The Macallan’s travel retail portfolio as it became apparent there was not enough stock to meet future demand, but the World of Whiskies source at the London Gatwick North Terminal store told the drinks business that consumers are now ignoring the brand in favour of those that state their age.

The Macallan launched a new “family” of single malts dedicated to the global travel retail sector in 2008.

The 1824 Collection of four expressions – Select Oak, Whisky Maker’s Edition, Estate Reserve and 1824 Limited Release – was created by John Ramsay, the now retired master whisky maker for parent company The Edrington Group, and Bob Dalgarno, The Macallan’s whisky maker.

The World of Whiskies source said: “We hardly sell any of The Macallan since they made the switch. The new range is really struggling.

“Consumers in travel retail tend to be looking for a little bit of luxury, something that they wouldn’t normally buy in their local shop.

“They tend to look for age statements above anything else as a mark of quality, and as such The Macallan is missing out massively, in my opinion.

“I can’t remember the last time we sold any. People simply ignore it. I think the company has made a mistake by removing the age statements.”

the drinks business is currently awaiting a response to the claims from The Edrington Group.

The store has also witnessed how consumers still go for age statements over vintage releases.

The source said: “Consumers still prefer and understand age over vintage.

“Whiskies such as The Glenrothes choose to release specific vintages, but we find that consumers will always go for a specific age first rather than look for a specific year.”

2 Responses to “Macallan “struggling” in TR after age removal”

  1. Mike Dorris says:

    I absolutely agree with the assessment offered by World o Whiskies source about consumers avoiding The Macallen since The Edrington Group decided to withdraw age statements from The Macallen labels. I like to know how long a whiskey has aged. Sometimes I’ll buy a ten-year-old and sometimes an 18-year-old, etc., can enjoy whichever whiskey I drink, but I do like knowing how long it is said to have aged as I conservative the flavor. The Edrington Group has made a mistake, in my view, and I hope they’ll reverse their decision.

  2. Mike Dorris says:

    Oops, as I consider the flavor (damn spell-checker!).

Leave a Reply

Your email address will not be published. Required fields are marked *

Subscribe to our newsletters

Job vacancies

Brand Ambassador – Santa Rita Estates

Santa Rita Estates
London or Hertfordshire but with flexibility to travel, UK

Sales Executive - Wine and Spirits Awards

The Drinks Business
Central London, UK

On-Trade Channel Manager

Delegat Europe Limited (UK)
London / Midlands, GB

Trade Marketing Analyst

Delegat Europe (UK)
London, GB

Key Account Executive

Delegat Europe Limited (UK)
London / Midlands, GB

Senior National Account Manager

Bibendum PLB
London, UK

ON-TRADE Sales Executive

Roberson Wine
London, UK

OFF-TRADE Sales Executive

Roberson Wine
London, UK

Judging Week Runners

Decanter World Wine Awards
ExCel Centre, London E16, UK

Sales Administrator

Les Caves de Pyrène
Guildford, UK

Retail Commercial Executive

Laithwaite's Wine
Theale, Berkshire

Wine Buyer

Conviviality Plc
Crewe, UK

Sales Account Manager - On-Trade

Berkmann Wine Cellars
Liverpool

Sales Account Manager - On-Trade

Berkmann Wine Cellars
M3/M4 corridor

Media Sales Manager - Hong Kong

The Drinks Business Hong Kong
Hong Kong

The Global Merlot Masters 2017

Deadline : 31st March 2017

The Prosecco Masters 2017

Deadline : 10th March 2017

db Awards 2017

Deadline : 28th April 2017

The Global Organic Masters 2017

Deadline : 3rd March 2017

Click to view more

The Global Sparkling Masters

the drinks business is thrilled to announce the launch of The Global Sparkling Masters

The Global Rosé Masters 2016

the drinks business is proud to announce the launch of the Global Rosé Masters 2016.

The Prosecco Masters 2016

Now in its third year, the competition will reflect the growth in popularity of this fresh and exciting sparkling wine from the picturesque regions of Veneto and Friuli.

The Global Pinot Noir Masters 2016

After the success of last year’s competition that judged over 250 wines from no less than 16 countries, the drinks business is proud to announce the third year of the Global Pinot Noir Masters

Click to view more