Distribution Spirits Company (DISC) has mounted major activations for the Ian Macleod whisky portfolio in U.S. airports and the luxury cruise market this summer.
With the success of these activations, DISC founder Juan Gentile remains optimistic about both the short and long term prospects for the future.
“Although the industry is currently experiencing some slowdown, we remain confident about the second half of the year. Our conviction is driven by the strength of our premium portfolio, which continues to gain traction across key markets. By bringing a curated selection of brands that truly resonate with consumers in the Americas, we are well positioned to capture growth opportunities, strengthen partnerships, and reinforce the long-term value of premium spirits in the region,” Gentile tells TMI.
While most of DISC’s business is across the Caribbean, Gentile says it is gaining new listings across travel retail in the Americas, particularly with Ian Macleod’s whisky portfolio.
In September 2023, Ian Macleod Distillers (IMD) appointed DISC as its exclusive distribution partner for Americas Travel Retail.
Glengoyne and Tamdhu at Boston International Airport with Avolta (left) and at San Francisco International Airport with DFS (right).
“We have been very active promoting Ian Macleod’s whisky portfolio this summer. Q3 activations across airport, and cruise retail environments successfully reinforced the premium positioning of the Ian Macleod portfolio. The combination of consumer tastings, high-impact visibility, and luxury experiential shows created strong brand engagement and measurable sales impact,” says Gentile.
DISC promoted the Ian Macleod portfolio on both coasts of the United States, with Avolta in Boston and with DFS in San Francisco, as well as on the water on Regent Seven Seas Mariner with Harding+.
In July, DISC featured Ian Macleod scotch whisky brands Glengoyne and Tamdhu at Avolta’s Connoisseur Store at Boston Logan International Airport. The activation included a consumer tasting station, with guided storytelling emphasizing Glengoyne’s “Unhurried Since 1833” craft and Tamdhu’s sherry cask exclusivity. POS support included branded materials to highlight premium positioning.
“There was strong interest and trial rate from the consumers, with clear appreciation for Glengoyne’s smoothness and Tamdhu’s sherry richness,” says Gentile.
From May through August, DISC showcased Glengoyne and Tamdhu side by side in a premium gondola-end at San Francisco International Airport with DFS. The merchandizing emphasized the brand heritage and production of the two scotch whiskies, while DFS staff highlighted the gondola’s strong visual impact.
Gentile says the Boston and San Francisco activations are key drivers for the future growth of the brands in travel retail, with elevated brand visibility at a major U.S. travel retail gateway helping support the long-term premium positioning of Glengoyne and Tamdhu.
On Regent Seven Seas Mariner this July, DISC partnered with Harding+ on Luxury Whisky Trunk Shows and Masterclasses.
“There was an interactive whisky journey through a curated ‘Trunk Show’ pop-up onboard Regent Mariner, featuring Glengoyne, Tamdhu, and Smokehead alongside rare and collectible Rosebank whiskies. A brand ambassador led a series of masterclasses, offering education and sensory exploration,” says Gentile.
And these trunk shows and masterclasses were an unqualified success, says Gentile.
“There was exceptional guest participation, strong appreciation for exclusivity, and sales of limited-edition expressions. The trunk shows and masterclasses positioned Glengoyne, Tamdhu and Rosebank as true connoisseur brands within the ultra-luxury cruise retail segment, building long-term equity.”
DISC has also brought in Double Dutch mixers to round out its premium portfolio.
“We are excited to introduce Double Dutch mixers into the channel — a dynamic, premium, and colorful brand that perfectly complements the great spirits already in our portfolio. This addition not only enhances our offering but also broadens the appeal of our portfolio for consumers seeking elevated and versatile drinking experiences.”
The company has also added seasoned and highly experienced professional Tito González to help with its growth in the region.
“Tito will support the expansion of our portfolio into the duty free retail channel of North and South America, further strengthening our capabilities and reinforcing our commitment to growth in this strategic sector,” says Gentile.
