Morrison Bowmore brand launches in Taiwan

A significant move into the Taiwanese market marks further success for McClelland’s, the Morrison Bowmore owned, single malt brand. The brand is being sold exclusively through the upmarket chain ‘Drinks’. New packaging and brand support was introduced earlier this year and this, together with a targeted sales push, has resulted in a projected annual growth of over 10%, well ahead of current market trends.



This year’s success builds on the growth that the brand has experienced in the US market over the past five years, where it competes directly against Glenlivet, Glenfiddich and The Macallan and retains the number four position in terms of sales volume.

McClelland’s has emerged as a strong brand property that will shortly launch in the UK marketplace, selling solely off-trade through major national supermarkets.

Mari Ann Laidlaw, Brand Manager for McClelland’s, said: “The brand is performing beyond our expectations and the new markets we have entered into this year should provide a further positive boost to sales and help global awareness of the brand. The new packaging has made a real impact and it has an innovative website that is enjoying hundreds of hits every week from fans of the single malt. We are now finalising our plans for distribution and launch in the UK. As the home of whisky we feel the time is right that British consumers have a chance to enjoy a drink that has already been warmly received across the globe.

“We have lots planned for the brand in the way of support to coincide with the UK launch and hope to announce further details in the next few months.”