Whyte & Mackay master blender Richard Paterson will kick off the launch with a two-week tour around Australia next month. Paterson will visit key on- and off-premise customers and sales teams to present Whyte & Mackay’s heritage and double-marriage blending process, as well as sales and marketing plans for the Australian market.
Founded in Glasgow in 1844, Whyte & Mackay products first appeared on the Australian market in 2006 with its single malts — Isle of Jura and The Dalmore.
“The premium end of the whisky market is currently enjoying significant growth in Australia, so it’s an ideal time for such a prestigious Scottish brand to be entering this market,” said Independent Distillers general manager – Spirit Brands, Tony Gapes.
“We’re also finding that the demographic of whisky drinkers is changing as more and more people learn how to appreciate the unique offering of a good whisky.
“With a comprehensive range of high-end blended malts, we hope to emulate Whyte & Mackay’s considerable UK, and indeed worldwide, success here in Australia,” he said.