Disaronno International partnership in Belgium and Luxembourg with global whisky leader Whyte & Mackay

Disaronno International has announced an exclusive distribution partnership in Belgium and Luxembourg (BELUX) with global whisky leader Whyte & Mackay, effective from 1st January 2025.

Whyte & Mackay’s strategic portfolio includes 4 Single Malt Whisky brands – The Dalmore, Fettercairn, Jura and Tamnavulin. In addition, it produces Claymore & John Barr blended whiskies & Glayva Whisky Liqueur.

Established in 1844 in Glasgow, Whyte & Mackay is the fifth-largest Scotch whisky producer globally. With an annual volume of +6M 8.4L cases, it represents 9% share of the total global whisky market. The company has experienced remarkable growth being the fastest growing single malt owner from 2019 to 2023, across both the domestic and global travel retail channels, as recognised by the IWSR.

Whyte & Mackay Managing Director of UK, Europe and Global Travel Retail Mike Greggs said: “Our global vision is to make Whyte & Mackay a driving force in whisky, renowned for building brands that stand out. To do this, we have clear priorities to make The Dalmore the Masterpiece of Malt and to build a malt whisky portfolio of scale. Our growth ambition is stretching, namely, to double the value of our portfolio every five years. This requires a network of true strategic partners that can unlock multi-channel transformational growth for our brands in the malt category. I have confidence we can achieve our goals, in the important BELUX markets, by adding Disaronno BELUX to our network of partners.”

Disaronno’s Country Director, BELUX Gregory Gobbe said: “This partnership represents a major milestone in ongoing development of our business over the past three years, serving as true recognition of the hard work, capability and dedication of the team in place. We are proud to present this impressive portfolio, already well established by the current distributor, and to elevate it to the level of our shared ambitions.”
In line with the strategy of premiumisation we are on the verge of expanding our whisky portfolio, which creates strong synergy and perfect alignment with the strategy of the Whyte & Mackay.”

Whyte & Mackay was previously distributed in BELUX by The Nectar.

Whyte & Mackay’s BELUX Area Director Innes Gibb said “After 13 years of collaboration with The Nectar, this decision marks a new chapter for our portfolio in BELUX. We are sincerely grateful to Jan Broekman, Mario Groteklaes and The Nectar team for the long, supportive history we have shared together and wish them success for the future.”