IT should go without saying, but with celebration and gifting at a peak, Christmas is whisky’s time to shine.
And in Scotland, malt is king, up 6.4% on last year, according to the William Grant & Sons UK Market Report.
Scott Dickson, marketing manager at Alexandria-based independent distiller Loch Lomond Group, said retailers should look to premium brands at Christmas, especially single malt Scotch whiskies, which are enjoying strong growth in the convenience sector.
“Whisky is traditionally a popular choice for gifting over the festive season, and stores should stock accordingly to capitalise on this peak trading period for spirits,” he said.
“Loch Lomond Original Single Malt and Glen Scotia Double Cask are excellent choices for those looking to treat themselves, or their loved ones, during the winter months.
With single malt sales peaking during this period, stores should look to increase their range of single malts.
“With single malt sales peaking during this period stores should to look to increase their range of single malts and with Loch Lomond and Glen Scotia whisky expressions growing significantly across the UK, this is the perfect time to include them in your malt offering.”
He added that retailers should offer a range of bottle sizes and price-marked packs to support sales and make the most of each brand, as fractional bottle sizes continue to perform well over the winter season and offer consumers with a variety of price points.
While Loch Lomond Original and Glen Scotia Double Cask typically retail for under £40, other, more premium expressions are available.
And for those who really want to push the boat out this Christmas, Loch Lomond’s oldest and rarest whisky, 50 Year Old, has just been released, priced at £12,000 a bottle.
Colin Matthews, CEO of Loch Lomond Group, said the release was a very proud moment for the company.
“For 50 years the Loch Lomond Distillery has been one of Scotland’s best kept secrets.
“With the launch of the 50 Year Old single malt, we are putting Loch Lomond firmly on the Scotch whisky map and we are proud to become one of a very select few distilleries in the world which have released a 50 year old whisky.”