“Quality at every tier” – Loch Lomond’s Luke Maga on balancing premiumisation and accessibility

Introduction: “Premiumisation is not just about price – it’s about quality at every level.” With that statement, Loch Lomond Group Managing Director – Global Travel Retail Luke Maga captures the company’s approach to tackling the challenges of a complex spirits market. At a time when many are cautiously navigating uncertainty, Loch Lomond is doubling down – on travel retail-exclusive innovation, expanding distribution and storytelling.

In this exclusive interview, Maga outlines how the company is achieved double-digit growth in the channel. From rare cask-led novelties, such as the Littlemill Echoes from the Past series, to value-driven brands such as High Commissioner, the group is building a portfolio that appeals to collectors and everyday drinkers alike.

For Maga, it’s not about chasing a single consumer or market – it’s about reach, relevance and delivering whisky that tells a story, no matter the price point.

 Market diversification and doubling-down on exclusivity

Loch Lomond Group reaffirms its commitment to travel retail backed by a long-term belief in its growth potential. “It’s about commitment and Loch Lomond is deeply invested in travel retail,” Loch Lomond Group Managing Director – Global Travel Retail Luke Maga explains. “Despite industry challenges, we’re optimistic. We’ve had strong wins and a solid year with double-digit growth.”

Key to this recent performance is Loch Lomond Group’s well-balanced retail footprint. As Maga puts it, “Diversification is key, and we’ve got strong distributors globally. You can’t overcommit to one market or region; you have to take a balanced approach.

“Our footprint today is much broader than a year ago,” he adds. “Distribution has expanded rapidly across the Americas, Asia is bouncing back, and the UK remains a stronghold. We’re also growing in Europe, the Middle East and Africa. India is progressing too. Our growth is about reach, relevance and giving every traveller a reason to discover something new.

“Beyond reach, there’s brand strength. Loch Lomond was the most awarded distillery last year and won Distillery of the Year, and that visibility matters. Importantly, travel retail exclusives are key to driving  growth – they add real value.”

One of the highlights of its travel retail-exclusive (TREX) portfolio is Littlemill’s Echoes from the Past; a rare four-part series drawn from one surviving cask from the silent Littlemill distillery, with just 50 bottles released per year. The exclusive release includes a 50ml miniature to encourage trial without compromising the collectable decanter.

“The packaging is stunning, and the brand itself is unique,” Maga explains. “Littlemill is a silent distillery – it shut down in 1994 and was later destroyed by fire. Thankfully, we managed to save some of the original casks, which are still maturing in our warehouses across Scotland. That rarity makes it incredibly special. This particular release is finished in Oloroso sherry casks.

“Each year, we’ll bottle 50 bottles from a single cask – just 50 annually from a total of 150,” he adds. “What’s unique is that each year we draw from the same cask. Consumers will experience how the liquid evolves over four years. It’s not something many whisky companies have done.”

Loch Lomond and The Open

Also central to the company’s channel strategy is its sponsorship of The Open Championship, now in its seventh year. Limited editions include a 22 Year Old Course Edition aged in Spanish oak, paying homage to a local shipwreck near this year’s host course in Portrush, Northern Ireland.

Maga comments, “A big push for us in the channel is our sponsorship of The Open Championship – the world’s biggest golf major. We’ve partnered with The Open for seven years and release three limited editions each year based on the event’s location.

“The 22 Year Old Course Edition is available on-site and at select travel retail locations. It’s aged in Spanish oak, inspired by a shipwreck carrying Spanish sherry that sank near the course. We also have a Chianti wine cask-finished Open special edition.”

In the channel, The Open partnership and 22 Year Old Course Edition is being brought to life through activations in the UK, Ireland, Singapore and Australia throughout July and August. “The goal is to bring the spirit of The Open to travellers who can’t be in Portrush,” Maga explains.

Investing in travel retail

Amid a challenging retail landscape, Loch Lomond Group continues to invest in the channel with exclusive releases, a bold innovation pipeline and engaging airport activations.

Maga explains, “We’re still strategic about investment – but it also needs to deliver returns in awareness and revenue. However, we’re fully committed to building our brands in this space and making the airport experience more memorable.

“Aside from The Open editions, we’re also shining the light on our travel retail-exclusive Loch Lomond Remarkable Stills range, launched in October. This collection includes expressions such as Origins, Alchemy, Ingenuity 13 Year Old and Copper. Alchemy is aged in Colombian oak from Loch Lomond’s straight-neck stills; while Ingenuity is 13 Year Old whisky aged in Swedish oak.

“Only one or two distilleries use Swedish Oak,” he adds. “It gives the Ingenuity 13 Year Old a beautiful nutty note. Then there’s Copper, created from liquid distilled in both straight neck and swan neck stills.”

The Remarkable Stills collection features spirits drawn from a variety of stills at precise moments and matured in unusual oak casks from across the globe, offering a diverse range of flavour profiles.

Speaking about how Loch Lomond is bringing this to life in the channel, Maga says: “We have brand ambassadors offering tastings for Remarkable Stills in the UK, Singapore, Australia, USA and the Middle East. We also run brand training with our staff, bringing in Master Distillers and Brand Managers. For example, Loch Lomond Master Distiller Iain McAlister recently did a masterclasses at Heathrow and met with travellers.”

Quality at every level

While other spirits companies are embracing premiumisation to capture opportunities in the prestige and prestige+ range, Loch Lomond Group is taking a more democratic approach to its offer. “Premiumisation is not just about price – it’s about quality at every level,” Maga says. “We believe in premiumisation, but also in accessibility.”

Beyond high-end releases, the group is clear about the importance of portfolio depth. “Not everyone has £4,000 or £35,000 to spend. We recently launched a Glen Scotia 50 Year Old for £35,000, but we also offer affordable options. High Commissioner, for instance, just won Double Gold in San Francisco and is priced very accessibly. A £20 bottle should still deliver great whisky. That’s what we strive for.”

Having a deep and diversified portfolio is crucial, Maga says, particularly during a time when customer preferences are changing. “It is important to meet the customer at every price point and occasion. Littlemill is just one part of the equation. Glen Scotia, for example, is one of only three distilleries in Campbeltown whisky.

“Historically, Campbeltown was a major whisky hub in the Victorian era, with over 30 distilleries. Now there are just three, and Glen Scotia is the only one actively distributed in travel retail.”

Offering his outlook for the year ahead, Maga says: “It’ll still be tough in some areas, but we’re optimistic. Our focus is on becoming the fastest-growing whisky company – expanding distribution and building brand presence.”