Quality matters more to the discerning single malt scotch whisky drinker than bottle cost.
This drinker is willing to pay whatever it takes to enjoy the expression of flavors, the pride that comes from enjoying the best product available, and the history that goes with with it.
In light of this, Glenfiddich this week debuted a unique new line of 50, 40, and 30-year-old whiskies for the luxury market.
The drinks in this collection, suitably titled “Time Re: Imagined,” have prices ranging from £900 (Sh123,000) to £35,000 (Sh4.8 million), and they are only offered in a few bottles internationally, according to the business.
Are these offered in this marketplace? Can Kenyans purchase them?
The national brand ambassador for Glenfiddich in Kenya, Mulunda Kombo, claims that there are only a few bottles left of these whiskies.
There are only 220 decanters of the 50-year-old expression worldwide because these are the rarest in the series. There are barely 1,600 bottles in the 40-year-old category,” he says.
However, the 30-year-old whisky will be “more broadly available” in the coming days, according to Mr. Kombo, who also noted that the business is working on making them available locally shortly.
What motivations exist for buying the 50, 40, and 30 year old whiskies? The Time Series, according to Mr. Kombo, is a tribute to the three master distillers who oversaw the craft and distillation of whisky as well as a study of these processes.
These are Brian Kinsman (1960–1974), David Stewart (1974–2008), and Hamish Robertson (1960–1974). (2008 to date).
He claimed that the trio of whiskies will be purchased by Glenfiddich fans and whisky experts in general because “they are the apex of Glenfiddich’s unique Speyside whisky production approach.”
Collectors and investors would buy them to either simply add to their own collections or to eventually generate a handsome profit, he continues.
Premium whisky companies from around the world have been drawn to the Kenyan market in recent years, and several of them have established distribution networks in Nairobi to serve Kenya and the surrounding area.
High-net-worth individuals have started to enjoy Ardbeg, Glenmorangie, The Macallan, and Glenlivet, and their dealers acknowledge that they are doing well.
Glenfiddich is one of the most recognizable brands in Kenya and has been well received by both seasoned drinkers and newcomers. He claims that it is currently Kenya’s top-performing single malt scotch whisky.
Regarding the demographics of drinkers, Mr. Kombo points out that both men and women, notably those between the ages of 25 and 55, consume the brand.
The wide variety of single malt scotch whisky available in Kenya has increased consumer sophistication. What, therefore, is fueling Glenfiddich’s expansion in this market as well as others on the continent?
Glenfiddich has kept its reputation as a fine single malt for many years by never lowering the standard of the liquor. Customers are prepared to pay more for quality because they can see it. By modernizing it, it has also improved its image and drawn in new customers.
The most popular place to drink Glenfiddich is, however? “A bar mainstay,” says Mr. Kombo of Glenfiddich.
“The drink is excellent for enjoying neat, on the rocks, or in many different cocktails. It is also relished in the convenience of customers’ homes. Some people buy the beverage to stock their home bars for personal use or to host visitors on special occasions, the man said.
A number of multinational corporations have built up facilities in Nairobi for East Africa in recent years as they compete for market dominance in Africa. In the meantime, Kenya has seen a rise in the number of drinkers.
Why are younger drinkers choosing Glenfiddich?
According to Mr. Kombo, Glenfiddich constantly pushes the envelope, innovates, and embraces the uncharted, traits shared by the new, daring whisky consumer.
Our “Artist in Residence” program is a prime illustration. We bring artists to the distillery where they are inspired by the various Glenfiddich sights, sounds, and fragrances. More locally, we worked with Kenyan artist WiseTwo last year to reimagine the sleeve of our opulent Grande Couronne whisky,” he explains.