There’s a reason so many of the world’s most beloved whisky, rum, bourbon and gin brands have been around for centuries, and it’s not simply because they look good on a shelf.

So it’s safe to say that Edrington, renowned for crafting ultra-premium spirits as far back as 1824, will be around for some time to come. If there’s a challenge, however, it’s keeping the company’s prestigious portfolio relevant for new generations, but Managing Director Southeast Asia Pacific, Lai Ching Kok, says legacy is one of the greatest tools in her arsenal.

“One of our flagship brands is The Macallan, the single malt whisky that turns 202 years old this year,” she tells The CEO Magazine, adding that its reputation is built on a product of outstanding quality and distinctive character, founded upon a set of guiding principles.

“That was a big milestone and a pivotal moment for The Macallan, and I think if Edrington didn’t have so much heritage and the roots that have kept us grounded for 200 years, we wouldn’t be able to look forward to the future.”

The next generation of consumers – Millennials and Gen Z, for starters – want more meaningful interaction from their brands of choice, she adds.

“They want to connect through authenticity of what the brand stands for and be able to experience the brand on those terms,” Kok notes.

A strong mission

The Edrington team therefore has two roles of equal importance: crafting exceptional spirits and expressing them as an experience for today’s market.

“Our mission has always been, and remains, to make the best-tasting highland Scotch whisky,” Kok reveals. “That’s not about being boastful; we’re proud of our Scottish heritage and that comes with a quiet confidence.”

The Macallan heads up Edrington’s enviable portfolio of top drops. Sharing the stable are Brugal rum from the Dominican Republic, No.3 London Dry Gin, Wyoming Whiskey from the United States, along with fellow Scots Highland Park and The Glenrothes.

“The Macallan stands apart by what we call a direct-to-consumer model,” Kok says. “We’ve established The Macallan House at Raffles Singapore, an immersive retail experience where people fall in love with the brand. It plays a big role in how we bring across The Macallan story and the passion within.

“In 1926 when sherry-seasoned oak cask 263 was filled with The Macallan new-make spirit in Speyside, Scotland, under the stewardship of Janet Harbinson, few would have been able to mark the destiny of this particular single malt whisky. In 2026 we celebrate 100 years since cask 263 began its extraordinary journey, giving the world its most valuable bottle of wine or spirit ever sold at auction, The Macallan 1926, whisky’s eternal masterpiece.”

Giving people an immersive, hands-on experience with the brand is a unique approach in a world of fast information consumption. Kok says it’s critical to have a space that Edrington can own and operate and ultimately craft the perfect consumer experience.

“Once you establish that connection with the consumer, it’s strong and hard to replicate,” she confirms.

Transformation

Having such ownership over how The Macallan and other Edrington brands are showcased to consumers is something of a milestone for Kok herself. A newcomer to the industry when she joined the company in late 2020, she found herself staking her claim in a male-dominated world.

“It was very associated with indulgence and nightlife, which I wasn’t so familiar with,” she recalls. “So what I did was rely on my 20 years of experience with multinational corporations, where I’d managed highly successful premium brands.”

Kok’s arrival coincided with the height of the COVID-19 pandemic, but within a year, the personal luxury goods market had returned with a vengeance.

“The main challenge I had to face was changing mindsets to drive value creation, exceptional brand building and organizational excellence,” she says. “We had five pillars and the spirit of transformation is about seeing through them.”

Long-term growth

Fortunately, the Robertson Trust, Edrington’s principal shareholder, was not looking for short-term wins.

“Edrington had a clear long-term outlook, so we had Robertson Trust’s support to work on exceptional brand building and driving the balance between value and volume to ensure sustainable, long-term resilience,” Kok explains. “Through that organizational shift, we’ve been able to see the results we’re achieving today.

“Part of our transformation was building the organizational capability – almost like an academy – so we can strengthen exceptional brand building across the region.”

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“Edrington and Alchemy have partnered for over 12 years and together, we have developed Edrington’s outstanding presence in our partner markets through its expertise in consumer brand building and our expertise in commercial and marketing execution. The foundation of our strong and effective partnership is based on trust and aligned goals, ably supported by Lai Ching’s leadership from Edrington Singapore.” – Kristian Harmston, CEO, Alchemy Asia

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An integral part of brand building includes reaching out to new consumers while retaining the core audience of whisky aficionados.

“Our ambition is to uncover the potential of new markets, or maximize existing ones, through shared vision, aligned purpose and trust,” Kok explains.

Rather than pursuing expansion in isolation, Edrington is focusing on shared ambition with its network of distributor partners, including premium distributor Alchemy Asia.

“We do it through aligned goals, through joint business plans – mapping our future wins and our pillars, and aligning on that together,” she adds.

It is through this long-term strategy that Edrington aims to share the prestige experience as widely as possible.

“Our mission has always been, and shall remain, crafting the most exceptional and incomparable Scotch whiskies,” Kok concludes.

“Our transformation journey built a cornerstone for Edrington South-East Asia–Pacific and serves as a strong foundation for us to build and craft the future.”