Page 66 - TFWA World Exhibit 2024 Special Edition

INSIDER

Andre de Almeida takes Inside the Cask outside of Europe

Andre de Almeida’s two decades of including sourcing the wet stock, dry goods
experience in the drinks industry working and advising on commercial plans for UK,
for both spirits giants and smaller brands Ireland and Europe.
hoping to break into the market have given “Saltire Rare Malt is a new
him a unique perspective for his spirits independent bottler of Scotch whisky
consultancy, Inside the Cask Ltd. that I have advised prior to its launch at
He started Inside the Cask Ltd almost the Spirit of Speyside Festival 2024 and
three years ago, initially by leveraging his we are currently building its distribution
expertise and network to create value for footprint across Europe, Latin America and
drinks brands worldwide on a consultancy Asia after selling out on the initial launch
basis. But his business has changed and bottlings of their exclusive selection of
grown over those three years as he has single malts released to date.”
expanded what he offers his clients. De Almeida says that he also helped
“My main point of difference is that a well-known world whisky company to
I can offer a one stop shop for advice, enter the duty free channel by reviewing
support and representation to drinks brands their commercials, suggesting a suitable
across most markets and channels, given range strategy and introducing them to
my experience working in the UK and route to market options.
International markets, across the On Trade,
Off Trade, Prestige/ Luxury and Duty Free Andre de Almeida at the launch of Saltire Taking European brands to South
channels,” de Almeida tells TMI. Rare Malt, a new independent bottler of America
“More recently I have diversified the Scotch whisky. While de Almeida has lived in
business mix by also working as a UK Scotland for more than 30 years, he is
agent on behalf of Tonnellerie Quintessence brands such as The Secret Garden Brazilian, and still has a deep connection
(part of ISC) in France and Tanoaria Distillery. to his country of birth. He tells TMI that he
Josafer in Portugal supplying barrels to the wants to bring these two worlds together
whisky industry, new business development Bringing new brands to market by introducing some brands in South
with The Auchtermuchty Bond for bottling De Almeida has begun working with America that the consumers there would
whisky services and finally by exporting new brands in the Irish and Scotch whisky not otherwise be exposed to.
whisky from the UK to South America categories, helping them launch their “Living in the UK, I have been
initially.” whiskies. fortunate enough to have sampled some
Before starting Inside the Cask Ltd, “Recently, I have supported the launch wonderful whiskies from well-known
he worked with leading companies such of Outwalker, a new and unique Irish whisky brands as well as smaller distilleries
as William Grant & Sons, Edrington, and whiskey brand launched last year, from and independent bottlers. So I can
Loch Lomond Group, as well as emerging its inception and design to launch stage, appreciate the frustration of many whisky
consumers in South America, with the
dominance of the larger drinks groups and
the lack of diversity of whisky brands and
products available locally, in particular for
Brazilians, many of whom love to drink
whisky.
“My goal is a simple one, to bring
more whisky diversity to South America
and I am currently working on refining
the model with an operator on the Brazil/
Uruguay border. I am hoping to be able
to soon offer this service to selected duty
free operators in the region as well as
some domestic markets in South America
through partners.”
And de Almeida says the response
to these lesser known brands has been
positive by both the operators and South
American whisky lovers.
Outwalker Irish whiskey and Saltire Rare Malt are two new brands that Inside the Cask Ltd is “The sales to date have been strong
helping bring to market. and we are already working on the next
order, with a growing number of whisky

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