Browsing: Edrington

Scottish premium whisky Macallan plans to dominate luxury segment in Africa

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.

But whatever is registering a greater notice among the elite Kenyan communities is the growth of aged brands with some Kenyans even requesting for a 72-year-old whisky. This has been categorized as a small group of consumers in the region who have a special taste on premium beverages as well a disposable income allowing populations to have high-end brands during leisure.

Macallan, a premium brand brewed since 1824 has been identified as the global leader in terms of value for whisky in its category.

In October 2018, a bottle of Macallan 60-Year-Old scotch whisky set a record when it sold at auction for $1.1 million. …