The Macallan targets Indian travellers at Dubai Airport

A recent Diwali-themed activation held by Edrington Europe, Middle East & Africa Travel Retail in partnership with Dubai Duty Free has resulted in a +107% sales uplift in store for The Macallan.

The activation is the first phase of Edrington’s strategy to drive single-malt recruitment and premiumisation among Indian travellers – traditionally known as blended whisky drinkers. The Macallan is the first single-malt to actively target Indian passengers at Dubai Duty Free during Diwali, said the company.

Traditionally known as blended whisky drinkers, Indian travellers represent a huge opportunity for the single-malt market

The ‘Celebrate Diwali With The Macallan’ campaign placed the single malt on promotional pedestals in the centre of Dubai Duty Free’s Concourse B East and West stores, each with a sales consultant on hand to advise.

The campaign’s visual identity centred on the peacock – a symbolic animal in Hindu mythology also used to represent ‘Natural Colour’ – one of The Macallan’s Six Pillars. Premium gift bags featuring the campaign imagery and slogan were offered to customers making a purchase.

The concept was tested and adapted through research in key Indian cities – Delhi, Mumbai and Bangalore – and in Dubai. India is the number one destination country from Dubai in terms of passenger volume, with over 1 million travellers in August 2017, and Mumbai the number three destination city.

“India is a market packed with potential; its rapid economic growth and burgeoning middle classes present a major opportunity for us to not only foster single malt consumption in a traditionally strong blended whisky market, but also to drive premiumisation by leveraging the power of The Macallan brand,” said Edrington Middle East & Africa Travel Retail Commercial Manager Florence Chevallier.

“This Diwali activation was the first stage in our long-term strategy to ‘win India’ through an insight-driven approach, executed at key airports in close partnership with our retail partners.”

Dubai Duty Free Senior Vice President-Purchasing Saba Tahir commented: “To have a brand with the prestige of The Macallan spearheading the single malt category’s growth amongst the key Indian demographic is extremely exciting. The premium appeal of this activation, combined with the strong gifting elements clearly resonated with shoppers and delivered exceptional initial sales results.”