Edrington, the makers of The Macallan Whisky, introduced its Triple cask series of Macallan Single Malt Scotch Whisky in the Kenyan market.
Jeyfine Wines Co. limited was also unveiled as its official distributor of The Macallan Whisky, with exclusive import and distribution rights to Edrington’s single malt whiskeys in the country.
The whiskey has been distributed and is available in most premium outlets in Kenya since 2012.
Sanele Gwala, Regional Marketing Manager – Africa at Edrington, said 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 during the launch held in Nairobi.
He noted that by 2025 they want The Macallan to be the most preferred luxury spirit in key cities; manage scarcity, build luxury position, focus on digital presence and innovation.
He said over 1 million casks of The Macallan were sold last year which is a huge move.
“The partnership with Jeyfine Wines Co. Limited is anchored on their strength in the distribution of premium & super-premium spirits coupled with their unique E-commerce platform (Mo-bar), that enables them to deliver direct to consumers, noted 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, a majority which stock premium brands with over 1,500 outlets buying premium whiskey products on a regular basis.