The Rise of Premium Spirits and the Role of The Macallan
The desire to embody true sophistication, taste and craftsmanship in a bottle is pushing luxury spirits like The Macallan into the hands of consumers with disposable income, argues Yinka Olatunbosun
Across the world, the embers of passion for luxury spirits have long been fanned by people with disposable income. Lately, this economic demography is growing in Nigeria as well as other parts of Africa with a record increase in economic growth and a burgeoning middle-class. Reports say that Africa’s growing middle-class and increasing number of high-net-worth individuals are driving demand for luxury goods, including premium spirits.
A new report from the African Development Bank titled “The Middle of the Pyramid: Dynamics of the Middle-Class in Africa,” revealed that the number of middle-class Africans has tripled over the last 30 years to 313 million people, or more than 34% of the continent’s population. Over the decades, the numbers have climbed steadily from approximately 111 million or 26% of the population in 1980 to around 151.4 million (27%) in 1990. The 2010 figure, however, shows a significant surge of 60% from the 2000 figure of 196 million or 27.2% of total population. More recently too, the World Bank reports that there has been considerable improvement on the size of the middle-class and poverty reduction between 2003 and 2013. Poverty decreased between 2003 and 2013 from 45 to 33 percent, while the middle-class increased from 13 percent to 19 percent.
Many factors may have contributed to this: strong economic growth, and a move towards a stable, salaried job culture away from traditional agricultural activities. The rise of remote work for young Africans particularly in tech and finance fields who earn in stronger currencies has also contributed to the growth of the middle-class. Add to this the popular culture which has also accounted for the increased demand in luxury spirits. Leveraging on the rising popularity of African music such as Afrobeats and Amapiano as well as music tourism, many luxury brands have targeted music stars like Davido, Tems, Don Jazzy, Falz amongst others as influencers and brand ambassadors to make their products visible while activating events that heighten the nightlife experience. The Macallan brand, for instance, has made remarkable entry into the luxury scene with many collaborative projects and product launches. For instance in October 2024, The Macallan partnered with Alexis Galleries to launch an art residency programme to nurture artists and contribute to promote environmental consciousness. This move is strategic; allowing the whisky brand to situate itself right in the heart of the luxury ecosystem. Visual art is consumed and collected by the rich and so is The Macallan whisky.
No doubt, Africans are increasingly seeking quality over quantity, with a trend towards drinking better but less often. Consumers are increasingly seeking premium, rare and limited-edition whiskies rather than generic spirits. This shift in consumer behavior may also be driving growth in the luxury spirit’s market as well as the need to curate more limited editions of the liquor. Luxury spirits are also seen as a status symbol in Africa, with consumers willing to pay a premium for high-end brands that convey exclusivity and sophistication. Driven by experiential marketing, luxury spirits brands create unique experiences for consumers, such as exclusive events and sponsorships, which are driving engagement and loyalty. For instance, the recent launches of The Macallan Classic Cut 2023, A Night on Earth Collection, The Reach and Tales of The Macallan Volume II in Nigeria all attest to the brand’s commitment to sophistication, legacy and true craftsmanship.
The result has been impressive. Africa’s luxury spirits market is experiencing rapid expansion, particularly in countries like Ghana and Nigeria. Ghana’s spirits market alone is projected to grow by 8.24 per cent annually between 2025 and 2029, reaching a volume of US $529.2million by 2029. Most of the luxury spirits revenue is driven by at-home consumption, with whisky accounting for a significant share ($82.5 million out of Ghana’s $86.7 million luxury market in 2024).
Cocktail Culture is also driving demand for premium spirits, with bartenders and mixologists experimenting with new flavours and ingredients. To stand out in this highly competitive market, many whisky brands have adopted distinct flavours to appeal to consumers’ needs and tastes. With a conscious effort to derive products from local flavour, brands deploy innovation to deliver familiar flavours. A case in point is The Macallan Classic Cut 2024 which gives exciting aromas of rich vanilla, orchard fruits, marzipan, citrus, sweet oak and oak spice amongst others.
Also, consumers are becoming more conscious of the environmental and social impact of their purchasing decisions, driving demand for sustainably produced luxury spirits. These factors are contributing to the growth of the luxury spirits market in Africa, with brands like The Macallan. Recently, The Macallan in collaboration with Alexis Galleries launched the inaugural edition of The Art Residency Initiative; a program designed to celebrate Nigerian art and spotlight environmental sustainability. The initiative culminated in an exhibition held in February showcasing their commitment to supporting sustainable art practices and fostering environmental consciousness within Nigeria’s dynamic creative community.
Reflecting on the effort of the whisky brand to connect with Africans, Kumar Thakur, Managing Director of Raju Ghana said: “The Macallan’s strategic move to target the Ghanaian market underscores the country’s growing importance in the global luxury spirits landscape.” For Miguel Angel Soto, Head of Commercial for Edrington, which is The Macallan’s parent company, the whisky story is incomplete without Africa.
“Africa is a fundamental market for us. We want to capitalise on the opportunity that young affluent consumers present for our brand.”
While sharing his perspective as a whisky enthusiast, a medical director, Dr. Adrian Oddoye remarked: “The whisky connoisseurs here in Ghana possess a keen discernment, constantly seeking to deepen their understanding of whisky and explore the diverse array of single malts available.”
The future of The Macallan in Africa looks promising, with the brand actively investing in the continent and engaging with local communities. For instance, The Macallan has celebrated its 200th anniversary in Africa with events in Nigeria, showcasing its commitment to the region. The brand’s leadership has expressed excitement about building on The Macallan’s legacy in Africa. In partnership with Nigerian fashion designer Mai Atafo, young creatives in the fashion industry are enjoying mentorship by virtue of the collaborative efforts between the brand and related players in the luxury market. This initiative aims at empowering the next generation of fashion professionals and promoting craftsmanship to deepen appreciation for excellence.
The Macallan has always been investing in sustainable business practices across West and Central Africa, particularly in Nigeria and Ghana. The brand has planted over 150 native trees in Nigeria and Ghana as part of its reforestation initiative. Overall, The Macallan’s future in Africa appears bright, driven by its investments in sustainability, fashion, and community engagement, as well as its efforts to build brand awareness and loyalty among African whisky enthusiasts.
