This archive report was first published on 2 August 2019.
On August 1, 2019, Edrington announced the introduction of the new aged Triple Cask series of Macallan Single Malt Scotch Whisky in the Kenyan market.
The Macallan has been available in most premium outlets in Kenya since 2012, and the introduction of the luxury single malt Scotch Whisky is aimed at tapping the high-end market in Kenya.
According to Sanele Gwala, Regional Marketing Manager – Africa at Edrington, 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 in 2018.
Speaking during a media briefing, Gwala stated, “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.”
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 and is expected to grow by another 18.8% in the next four years through to 2023.
Edrington 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.
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, with majority stocking premium brands and over 1,500 outlets buying premium whisky products on a regular basis.
Jackline Mburu, the Area Manager – East Africa & Indian Ocean Countries, Edrington, said The Macallan hopes to be the leading single malt whisky by value in Kenya by 2025 and will take advantage of the growing interest by the Kenyan consumer in luxury brands.
