The Macallan targets Ghana's affluent market with expansion in 2025

In a recent report by audit firm, KPMG, it is estimated that the African luxury market will grow by 10% annually over the next five years due to increasing affluence, rising middle class and a growing appreciation of high-end products.

To tap into the new emerging market, The Macallan, a renowned Speyside distillery has announced plans to expand their market in Ghana and West Africa in 2025.

At a recent event marking one of the activities of bicentennial celebrations of The Macallan held in Accra, Miguel Ángel Soto, Head of Commercial MEAI, Edrington, emphasised the importance of the Ghanaian and African market to its growth.

“Africa is a fundamental plain for us at The Macallan because many of the world's wealthiest consumers are here and their knowledge of single-malt whisky is ever evolving.

“ We want to capitalise on the opportunity that young affluent consumers present for our brand as well as versed whisky connoisseurs across the key markets of Africa like Ghana, South Africa, Kenya and Nigeria."

He mentioned that The Macallan's strategy locally in Ghana includes collaborations, localised marketing campaigns, and a diverse product portfolio. 

Kumar Thakur, Managing Director of Raju Ghana, local distributors of the luxury single malt whisky, said, "There has been an uptake in the consumption of luxury whiskies. The consumers are drinking high-end whiskies and appreciate brands like The Macallan based on their understanding of what goes into the distillation process".

The Macallan is concluding its bicentennial celebrations with the release of "A Night on Earth in Jerez de la Frontera," a limited-edition single malt Scotch whisky.

This third instalment in the distillery's A Night on Earth Series pays homage to Jerez de la Frontera, the birthplace of The Macallan's sherry-seasoned oak casks.

Steven Bremner, Whisky Maker at The Macallan, explained that Jerez plays a crucial role in The Macallan's past, but also present and future. 

“As a whisky maker, having been able to tell part of that story through a whisky has been wonderfully rewarding. A combination of European and American sherry seasoned casks has enabled us to capture the flavours, traditions and María's memories of New Year in Jerez de la Frontera, the home of sherry wine."

As The Macallan reflects on its 200-year legacy, Ghana remains a key focus.

In the words of Nana Ama Akyeabea Sakyi-Obuobi, Regional Assistant Brand Manager Edrington MEAI, “As we celebrate The Macallan's 200-year legacy, we're excited about the future of luxury spirits in Africa. Our commitment to excellence and sustainability resonates strongly with the continent's discerning consumers. We're not just sharing our heritage; we're crafting new experiences that speak to the sophisticated tastes and aspirations of Africa's luxury whisky enthusiasts."