The Macallan toasts global success of Fine Oak range

03/07/2007

The Macallan has just announced the phenomenal sales success of its Fine Oak range, which now accounts for one in five of all sales of The Macallan since its world-wide launch in August 2004. Annual sales have grown rapidly and, for year ending April 2007, hit new record levels with a 14 per cent increase in the last year alone.

The figures mark a major milestone for the Fine Oak range, which is already ranked number 11 in the world’s top single malts and has been the most successful initiative in The Macallan’s 183 year history. The Fine Oak range has also fuelled The Macallan’s rise from sixth to third position in the world’s top 10 single malts ranking.

Now available in 70 markets across the globe, Fine Oak’s biggest market is Spain, where it is the number two single malt. In the UK, Fine Oak accounts for 40 per cent of all domestic sales of The Macallan and continues to demonstrate continued success in markets as far afield as the USA, Russia and Taiwan.

Ken Grier, director of malts, said: “Sales of The Macallan Fine Oak have soared since its launch and in just a few years the range has had a significant impact on the global whisky market. We committed a significant six figure investment in researching and developing Fine Oak, which was delivered in response to consumer demand for more delicate and accessible single malts – demand which is clearly thriving. In fact this has been the most successful new single malt launch from a major brand, ever.”

Masterminded by The Macallan whisky maker, Bob Dalgarno, The Macallan Fine Oak has won over 20 major awards, including “best new Scotch brand" (Jim Murray´s Whisky Bible), and most recently scooped double gold and gold awards at the San Francisco World Spirits Awards this year.

Whisky expert Jim Murray described The Macallan Fine Oak as “representing by far the best range of non-vintage whiskies to be launched by any one distillery for possibly the last decade.”

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