How The Macallan Is Contributing To Nigeria’s ₦193 Billion Whisky Industry
World-renowned Scottish whisky brand, The Macallan, in a bold move has unveiled its first-ever in-house lounge in Lagos, Nigeria. The space was launched on Thursday, December 14, 2023, within the prestigious Kaly Restaurant and Bar, Victoria Island, Lagos. This exciting expansion is part of The Macallan’s commitment to the growing Nigerian whisky market, valued at a staggering $160.8 million.
In the backdrop of this strategic partnership, it is crucial to recognise Nigeria’s evolving economic landscape and burgeoning beverage industry. According to a report, the alcoholic drinks market in Nigeria has been experiencing significant growth, with revenue in the Spirits market alone amounting to US$338.0 million in 2023, with an anticipated annual growth rate of 12.28% from 2023 to 2028.
Famed for its unwavering commitment to quality and tradition, the collaboration with Kaly Restaurant and Bar is a testament to The Macallan’s pursuit of excellence. The lounge will offer a guided sensory journey with expert brand ambassadors and curated food pairings that complement each whisky’s unique flavours and aromas.
The market for spirits is projected to witness a volume growth of 2.9% in 2024, reflecting the evolving preferences of Nigerian consumers towards premium alcoholic beverages. Premium whisky continues to gain popularity among Nigeria’s affluent consumers who are actively seeking out unique flavours and high-quality spirits.
The Macallan’s partnership represents a fusion of heritage, refinement, and a commitment to delivering unparalleled experiences and a strategic move to aid the Nigerian economy.
