How The Macallan is investing in the Nigerian coffee industry
History predates the introduction of coffee into Nigeria to the 19th century. It was the period that kickstarted the steady rise of coffee as an economic and social treasure in the country as it is today. A true understanding of the concept of Nigeria’s growing “coffee culture” could be based upon the entrenchment of coffee consumption among citizens and its current economic contributions.
In the latter half of the 1930s, subsequent decades after its introduction into the country, coffee became a major cash crop. It immediately became a major source of income for farmers, who were provided with both arabica and robusta beans by the government to scale production. Consumption, nonetheless, remained relatively low compared to other parts of the world.
However, in the present-day 21st century, the production-consumption dynamics have taken an interesting turn. Production of coffee beans in Nigeria, this time, has dwindled. But the re-emergence and growth of coffee culture is evident among new consumers, largely credited to the increased awareness about the health benefits of caffeinated beans. At its best consumption, coffee has the potential to transform overall physical and psychological health and lifestyle. These upsides contribute to its consumption globally.
On a global scale, statistics show that revenue in the coffee market will amount to $71 million in 2023 and is predicted to grow annually by 7.05%. Additionally, the volume of the coffee market is expected to show a volume growth of 3.0% by 2024. Within the Nigerian context, Nigerian consumers were estimated to have consumed around 1,000 tonnes of coffee in 2020, representing a significant 23% increase in comparison to the previous year. Although these figures are low in comparison to other African regions, it indicates the coffee culture in the country can be backed by sustainable market growth.
It is this steady increase in coffee consumption in Nigeria that is inspiring a thrilling social culture among consumers—a momentum that the world-renowned single malt Scotch whisky brand, The Macallan, seeks to sustain through its latest innovative series.
Boasting a rich history in whisky distillery, The Macallan has set its sight on promoting Nigeria’s coffee culture through one unprecedented aspect: the introduction of its delightful coffee-inspired whisky, The Macallan Harmony Collection Inspired by Intense Arabica. The ultra-luxury collection made its way into West Africa via Lagos, Nigeria, on July 20, 2023, in an exclusive launch at the ornate Koi Restaurant & Lounge. From business executives to seasoned entertainers, the unveiling merged two distinct worlds — the worlds of coffee and whisky, taking guests on a multi-sensory experience.
Taking inspiration from Ethiopia’s rich coffee tradition, the exquisitely designed collection captures the distinctive tastes and fragrances that have made Arabica beans beloved across the globe. The creation of this remarkable blend, fusing the finest Scotch whisky with the birthplace of coffee, was realised through a collaboration of five internationally renowned coffee experts and The Macallan’s skilled whisky maker, Steven Bremner.
The result of that collaboration is a whisky that tantalises the senses, evoking the aromas and flavours of freshly brewed coffee. With notes of dark chocolate, roasted nuts, and hints of spices, the collection strikes a harmonious balance between the robust character of whisky and the delicate nuances of coffee. Since its introduction to whisky connoisseurs in Nigeria, its unmatched flavour profiles and exquisite craftsmanship have been described as leaving unforgettable impressions.
It is, however, imperative to note that the introduction of The Macallan Harmony Collection Inspired by Intense Arabica to whisky aficionados in Nigeria extends beyond enjoying a multi-sensory taste of coffee and whisky on the palate; it represents a fusion of traditions, flavours, and cultures. The fusion of the finest Scotch whisky with Ethiopia’s time-honoured coffee, for instance, highlights the interconnectedness of the global beverage landscape and how different regions influence and inspire one another. For Nigeria, this can arrive in the form of an elevated appreciation of coffee, both as a beverage and as a cultural phenomenon.
In pushing the boundaries of flavour and innovative whisky experiences through its Harmony Series, The Macallan is poised to ultimately inspire a new generation of coffee enthusiasts within the country.
Like Joddie Marriot, Brand Education Manager, MEAI, said “We are delighted to introduce The Macallan Harmony Inspired by Intense Arabica to whisky lovers and coffee enthusiasts in Nigeria. This collection represents a celebration of the artistry and passion that goes into crafting our whiskies, as well as a unique opportunity to explore the interplay between two of the world’s most beloved beverages. We invite connoisseurs to indulge their senses and embark on an extraordinary journey of flavour with this remarkable collection.”
What also stands The Macallan Harmony Collection Inspired by Intense Arabica out from other whiskies is its homage to The Macallan’s repurposing and recyclable objective. It especially grants a renewed purpose to coffee bean husks, utilising the organic by-products from coffee production that would have otherwise been discarded for distinctive packaging. It’s a masterstroke that showcases the brand’s commitment to a sustainability goal of achieving 100% curb-side recyclable packaging by 2025.
Merging sustainability with its operational processes indicates The Macallan’s craftsmanship and expertise in the fusion of techniques and traditions of the past with present-day innovations. This can also inspire the few existing coffee production states in Nigeria to develop innovative and creative markets for their coffee bean remnants.
From all factors characterising the production techniques of the collection and its unveiling in Africa’s largest economy, The Macallan has undeniably set a new standard for remarkable milestones in the world of whisky. Its decision to grant whisky enthusiasts a deeper understanding of the artistry and craftsmanship behind the product would be crucial in advancing Nigeria’s coffee culture.
Undoubtedly, for the growing whisky and coffee enthusiasts in the country, the introduction presents new frontiers to discover, pulling more crowds to an already resurging market. According to data, the whisky market in Nigeria is projected to experience a compound annual growth rate (CAGR) of 11.28% between 2023 and 2027, resulting in a market volume of over $251 million in 2027. It is no coincidence that the presence of key players in the whisky industry, such as The Macallan, is predicted to play a significant role in increasing the market volume to 9.89 million litres by 2027.
As the coffee culture enters a new exciting phase in Nigeria, The Macallan’s rich heritage, expertise, and passion for crafting timeless whiskies like The Macallan Harmony Collection Inspired by Intense Arabica will pave the way for exciting and impactful innovations. Certainly, a future where coffee and whisky enthusiasts can continue to appreciate the best of both worlds is assured.
