Edrington, the makers of The Macallan Whisky, has introduced the new aged Triple cask series of Macallan Single Malt Scotch Whisky in the Kenyan market. The new whiskies are aged and are available in 12 years, 15 years and 18 years brands.
Edrington also announced the appointment of a new distributor in Kenyan market. The company has appointed 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. The previous distributor was Wow beverages East Africa.
Macallan has discontinued the production of the 1824 non-aged series of Whisky and that’s why the launched the new range of alcoholic drinks in Kenya. The company has formally launched the Amber, Sienna and Ruby Whisky of the old range in 2014.
The Macallan is a Luxury Single Malt Scotch Whisky, ranked the number 1 Malt Whisky in value globally. The Macallan has been distributed and is available in most premium outlets in Kenya since 2012. Originally, The Macallan, was matured only in oak sherry casks brought to the distillery from Jerez, Spain. Beginning in 2004, The Macallan introduced a new main product, the Fine Oak series, with the whisky mellowed in bourbon oak casks as well as sherry ones.
According to Sanele Gwala, Regional Marketing Manager – Africa at Edrington, 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 Gwala.
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.
Joseph King’ori, Chief Executive Jeyfine Wines Co. Limited said the firm services a market universe of over 2,500 bars in the capital city Nairobi, majority which stock premium brands with over 1,500 outlets buying 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 smart phones”, said King’ori.
Founded in 1824, The Macallan was one of the first distillers in Scotland to be legally licensed. They make their alcoholic drinks at the Macallan distillery, a single malt Scotch whisky distillery in Craigellachie, Moray. The Macallan Distillers Ltd is a wholly owned subsidiary of the Edrington Group, which purchased the brand from Highland Distillers in 1999. Edrington produces single malts The Macallan, Highland Park and The Glenrothes, and The Famous Grouse blended Scotch whisky. They also produce spirits such as Brugal, Noble Oak Bourbon of Independence, Kentucky, and Snow Leopard vodka. It is a stakeholder in Tequila Partida, and in Wyoming Whiskey, an American whiskey.