TAIWAN: Whyte & Mackay signs Burn Stewart Distillers deal

Burn Stewart Distillers is to distribute and promote Whyte & Mackay's flagship single malt Scotch whiskies in Taiwan.

Burn Stewart will handle Whyte & Mackay's The Dalmore and Jura single malts alongside its own Bunnahabhain, Deanston and Tobermory brands in the country.

"As we continue to build upon our existing malt portfolio in the region, they add further interest and relevance to our own single malt portfolio," said Andy Calder, sales director at Burn Stewart Distillers.

Scotch accounts for more than three quarters of spirits sales in Taiwan and Burn Stewart spends more than GBP2.5m (US$3.6m) annually to market its brands in the country, which has a population of 23m.

The distiller set up a distribution base in Taiwan in 1994 and has 35 staff covering both the on- and off-trade. Its Scottish Leader Supreme leads the blended Scotch category.

"Our luxury and premium brands are well placed to succeed in this dynamic marketplace, and we need a partner that is well established in Taiwan to help us to realise the potential that The Dalmore and Jura undoubtedly have," said Whyte & Mackay's global sales and marketing director Nick Garland.

Whyte & Mackay promoted its own brands in Taiwan prior to the deal.

Glasgow-based Whyte & Mackay is owned by United Spirits, the Indian spirits giant that forms part of Vijay Mallya's UB Group.