Luke Maga (former) Managing Director Global Travel Retail At Loch Lomond Group, Interviewed.
4 minutes read
Introduction by: Peter Marshall
As TFWA Cannes 2025 drew to a close, drinks industry expert André de Almeida for TRunblocked.com sat down with Luke Maga – then Managing Director, Global Travel Retail at Loch Lomond Group – for a wide-ranging discussion on the state of the channel and the group’s ambitions. At the time, there was no indication that this would be one of Maga’s final trade press interviews in his role (he has since departed the company and been replaced by Nick Mogford, ex-Brown-Forman). Instead, it captured a candid, grounded assessment of where travel retail stood, and how Loch Lomond Group was positioning itself for long-term growth in a complex global travel retail environment.
André de Almeida (ADA): Luke, first of all, how long have you been with Loch Lomond Group now?
Luke Maga (LM): Just over two years – two years and two months. Still fairly fresh into the seat, I guess.
ADA: Loch Lomond Group spans multiple categories – Scotch whisky, Gin, Vodka, Champagne. How has travel retail been performing for the group recently?
LM: I think it would be fair to say it hasn’t been an easy year. The channel is under pressure, driven by what’s happening globally and the wider political climate. That said, for us, the opportunity lies in the fact that we’re not in every market yet. Travel retail still gives us the chance to open new territories while sustaining and growing our existing base.
ADA: Which regions are you prioritising right now?
LM: Europe remains a big opportunity for us – there’s still plenty of white space. Africa and the Middle East are also important, although Africa is a market that requires patience. India is another key focus; we’ve just agreed a new partner there, which is really exciting and should accelerate growth significantly
ADA: Within your portfolio, which brands or expressions are exciting you most in travel retail at the moment?
LM: The Loch Lomond Remarkable Stills Collection has been particularly exciting. It’s our GTR exclusive range, launched last year, and it’s now rolling out more widely. What’s interesting is that, despite market pressures, we’re seeing higher-tier expressions outperforming some of the entry-level range. The creativity behind the straight-neck stills, different distillation styles and finishes – Colombian, Swedish, Limousin oak – is really bringing consumers into Loch Lomond as a brand.
ADA: Awards seem to be playing a role here as well?
LM: Absolutely. Just a few days ago, Loch Lomond Remarkable Copper Single Malt – a GTR exclusive – won a trophy at the International Spirits Challenge for Best Non-Age Statement Whisky. That kind of recognition gives credibility on shelf and reinforces that the conversation doesn’t have to be about price, but about quality.
ADA: You also mentioned Littlemill earlier this year. How does that fit into the picture?
LM: Littlemill Echoes of the Past is something I’m personally very proud of. It’s a single Oloroso sherry cask, and we’re bottling just 50 individually numbered bottles each year for four years. Consumers can follow the maturation over time. It’s about storytelling and engagement – taking people on a journey rather than offering a one-off release.
ADA: Loch Lomond Group also acquired New York Distilling Company this year. What should travel retail expect?
LM: It’s a priority for the business. American whiskey is still a small category for us, but we see opportunity. The focus now is on understanding where it fits best internationally. You’ll start to see more activity in 2026, and we’ve already had some very positive conversations with customers here in Cannes.
ADA: From a pricing perspective, are you seeing consumers trade down or still trade up?
LM: Ultra-luxury has slowed, that’s clear. But our portfolio is both wide and deep, from accessible blends through to very high-end single malts. What’s interesting is that certain nationalities, particularly American consumers, are still willing to spend. Glen Scotia White Port 17 Year Old, for example, is our top performer at around £125. Travel retail fundamentals still matter – offering something different, something you can’t easily find domestically.
ADA: How important are value whiskies in developing markets?
LM: Very important. We don’t take a one-size-fits-all approach. We tailor assortments by region and retailer. Even our entry-level whiskies are award-winning liquids, made with the same care as our premium products. That depth allows us to grow categories properly.
ADA: What role does travel retail play in brand building more broadly?
LM: It’s a gateway to the domestic market. Our sponsorship of The Open Championship is key for global awareness, particularly in the US. We see sales spikes around the tournament, not just in the UK but also across US airports. And it’s not only Loch Lomond single malt – Ben Lomond Gin and Champagne Piaff benefit as well.
ADA: Distribution is always a challenge. How are you addressing reach?
LM: We’ve achieved a lot with a small team, but reach is critical. That’s why the partnership with Duty Free Global is so important. It allows us to accelerate growth in markets we simply can’t cover alone, while continuing to support existing partners.
ADA: Finally, what would you like the travel retail industry to know about Loch Lomond Group?
LM: We’re flexible, agile and focused on long-term partnerships. From the consumer side, they can expect continued innovation and experimentation. From a partner perspective, we stand by our word and we’re committed to building sustainable growth, not chasing short-term gains.
