Whyte and Mackay portfolio premiumization in the Iberian market
Project led during the founder's executive tenure at the company
The Challenge
Low Profitability: Business in Spain and Portugal relied heavily on low-margin blended Scotch.
Marginal Voice: The Dalmore and Jura single malts were buried under the portfolios of Spain’s two largest wine producers.
Strategic Pivot: The company needed to reverse margins by building a strong single malt portfolio.
The Execution
Boutique Route: Changed the route-to-market by shifting to a small, highly focused partner.
Targeted On-Trade: Prioritized high-end single malt distribution in premium bars, hotels and restaurants.
Prestige Strategy: Executed a sharp public relations campaign to launch the Ultra Prestige whisky collection.
The Result
Top 10 Entry: Pushed Jura single malt brand into Spain’s Top 10 rankings.
Premium Repositioning: Significantly boosted total brand awareness and reinforced the ultra-premium image.
Doubled Margins: Successfully doubled total regional profitability within three years through portfolio premiumization.