Macallan “struggling” in TR after age removal

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 *

Please note that comments are subject to our posting guidelines in accordance with the Defamation Act 2013. Posts containing swear words, discrimination, offensive language and libellous or defamatory comments will not be approved.

Subscribe to our newsletters

Sales Representative - Private Customers

Corney and Barrow
Central Hong Kong, HK

Export Manager UK On Trade

AdVini
Home based in London or the South East, GB

Global Head of Marketing

ATOM Brands
Tunbridge Wells, GB

Sales Executive

Three Wine Men
Home-based but must be available to travel throughout the UK with frequent trips to London, GB

Senior Sales Operations Executive

Enotria&Coe
Park Royal, London, GB

Sales Administrator

Les Caves de Pyrène
Guildford, UK

On Trade & Corporate Accounts Manager

The Champagne Company
Birmingham, UK

Customer Service Assistant

The Champagne Company
Birmingham, UK

Key Account Manager - Distilling Sector - Scotland

Boortmalt
Scotland - call for exact details, UK

UK Brand Ambassador - Ableforth’s

ATOM Brands
Field-based, UK

Pink Rosé Festival

Cannes,France
7th Feb 2018

VinoVision Paris

Paris,France
12th Feb 2018

Vinisud

Montpellier,France
18th Feb 2018
Click to view more

The Global Pinot Noir Masters 2018

Deadline : 26th January 2018

Cabernet Sauvignon Masters 2018

Deadline : 23rd February 2018

Click to view more

The Global Malbec Masters 2017

the drinks business is proud to announce the inaugural Global Malbec Masters 2017

The Global Sparkling Masters 2017

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

Click to view more