Why single malt scotch whisky is over-ranged and under-optimised in global travel retail – Category Intel

Single malt scotch whisky remains a pillar of the overall whiskey/whisky category in the global travel retail channel, but the latest ShelfTrak analysis suggests that all is not well for the sector.Global travel retail is seen as a key market for single malt scotch whisky brands, with premiumisation and exclusivity driving both demand and assortment. However, the latest ShelfTrak analysis suggests that the category may be suffering from over-assortment, SKU proliferation and inefficient space allocation.While channel operators continue to stock extensive whiskey/whisky ranges, there is growin