Macallan plots to penetrate Nigeria’s growing whiskey sector

Spirits Market To Grow By 11.28 Per Cent

The whisky market in Nigeria, it has been said is likely to experience a robust growth rate of 11.28 per cent and reach a value of $251m between 2023 to 2027, a report has revealed. The report also said that similar growth is expected in Ghana, the West African country’s whisky market which forecast to reach $30.46m in retail prices, thereby increasing at a CAGR of 8.78 per cent per annum from 2020 until 2025.

As part of penetrating the Nigeria market, the Macallan, globally renowned ultra-premium single malt whisky brand, hosted an extraordinary event at the prestigious The Art Hotel in Victoria Island, Lagos, in June 2023. The exclusive affair marked the advent of a remarkable new era in whisky distillery as it proudly unveiled its highly anticipated M Collection, 2022 release.

The Macallan M Collection – The Macallan M Decanter, The Macallan M Black, and The Macallan M Copper, is a remarkable fusion of art, design, and technology. The collaboration between renowned creative photographer Nick Knight, and French luxury creators, Fabien Baron and Lalique, showcases the creative brilliance behind this collection. Fabien Baron, a respected French luxury creator and art director, played a significant role in designing the decanter, while Lalique, an esteemed French crystal maker, masterfully crafted it. The Macallan, known for its exceptional whisky, brings the entire collection together with its unique touch.

The Macallan M collection celebrates The Macallan’s six defining pillars — Natural Colour, Mastery, Curiously Small Spirit Stills, The Macallan Estate, Exceptional Oak Casks and Sherry Seasoning; the foundation stones that have illuminated the path to the brand’s unique and exceptional spirit.

Brand Manager, Edrington Portfolio, Nigeria, Hammed Adebiyi, emphasised the allure and distinction of the brand. He said, “The Macallan M Collection is a testament to the impeccable craftsmanship that goes into creating every bottle of The Macallan, the level of anticipation displayed by enthusiasts at the launch was truly inspiring. It is a delight to witness the successful launch of The Macallan M 2022 Collection, its arrival marks a significant milestone, further enriching the premium spirit landscape in Africa and setting new standards of excellence.”

The evening was a celebration of luxury, refinement, and the artistry of whisky-making that has become synonymous with The Macallan for almost 200 years. The launch, a pioneering endeavour in West Africa, converged the realms of art, gastronomy, and whisky, seamlessly blending the cultural tapestries of Nigeria and Scotland. Showcasing the brand’s dedication to excellence, craftsmanship, and innovation in the whisky industry, each variant within the Macallan M Collection represents a distinctive expression of the brand’s signature flavours and notes.

Among the prominent guests who got a first-hand experience of the collection were veteran actor Ramsey Nouah and creative director Kelechi-Amadi-Obi. They bore testament to the uncompromised excellence of The Macallan M Collection — from The Macallan M Decanter’s natural amber hue, The Macallan M Black’s peaty character to The Macallan M Copper’s rich and robust character occasioned by its Curiously Small Stills.