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Annual Report 2023 - Estate Brands


MD, Estate Brands

Suzy Smith

"The Estate Brands business unit brings together three exceptional brands with a unique sense of place"

The newly-created Estate Brands business unit brings together three unique brands that are bound together by the very thing that makes them distinct; their sense of place, the lands they call home, and the lands that shaped them.

Edrington's Malt Whiskies business unit was refocused and renamed in April 2023 to reflect our majority shareholding in Wyoming Whiskey, as well as the transfer of Naked Malt into The Famous Grouse business unit.

The Glenrothes, Highland Park and Wyoming Whiskey have each performed strongly this year, delivering contribution growth ahead of their volume growth as our Estate Brands execute their respective premiumisation strategies.

The Glenrothes is a rare gem that boasts a reputation for quality and craft. It is ideally positioned for the prestige Malt Whisky category, thanks to its foundation of mature spirit stocks. Last year, we launched new products, such as The Glenrothes 40-year-old as an exclusive in China, and the stunning 42-year-old, a vibrant masterpiece that evokes the colour and character of The Glenrothes estate home.

Highland Park, a long-admired malt whisky brand, continued to grow its loyal fan base last year, particularly in its core markets, which will remain a focus in the year ahead. The launch of its oldest-ever expression, Highland Park 54-year-old has been critically acclaimed and well-received by consumers.

I am delighted to have welcomed Wyoming Whiskey into the Estate Brands portfolio after five years of growth and success as part of our Partnership Brands unit. Wyoming Whiskey's compelling brand story and natural ultra-premium credentials make it an excellent fit for Edrington's ultra-premium strategy. Our acquisition of a majority shareholding earlier this year gives us the opportunity to get closer than ever to every aspect of Wyoming Whiskey and increase investment behind the brand.

Finally, our versatile blended malt, Naked Malt, continued its growth last year, particularly in the on-trade as part of its collaboration with the World's 50 Best Bars. 

Our exceptional Estate Brands have generated encouaging momentum over the past year and I am confident that they are well-positioned for further growth in the coming year.