Premium shelves are crowded, competitive, and full of choice. But in few categories is the challenge as pronounced as single malt whisky.
High price points, heavy use of cartons, and a sea of similar-looking brands often create uncertainty, hesitation, and drop-off.
That was the focus of Dragonfly AI’s fireside chat with Whyte & Mackay at the Shopper, Retailer & Category Insights Conference 2026, where the team shared a standout statistic: fewer than four in 10 shoppers who reach the single malt fixture actually leave with a bottle.
For brands, that’s not just a challenge, it’s a major conversion opportunity. During the supplier’s Jura’s range refresh, including the introduction of a new flagship 12-year expression, Whyte & Mackay needed the updated packaging to deliver three things: cut through in a carton-heavy fixture, make quality cues instantly clear (age statement, provenance and brand name), and create a stronger family effect across the portfolio.
To support these decisions, the team partnered with Dragonfly AI to bring a neutral, data-led lens into the process. Using science-based AI, Whyte & Mackay rapidly tested multiple design routes, benchmarked performance against key competitors, and validated visibility using real shelf imagery.
This enabled the team to move faster, remove subjectivity from creative debates, and identify low-performing options before committing to production.
The results spoke for themselves: Jura’s redesigned packaging achieved a predicted 20% uplift in visual saliency, strengthening shelf standout and supporting commercial confidence. Early market momentum followed, and the increase in saliency has allowed Jura to remain the number one single malt brand by value and volume in the UK off trade.
The key takeaway from the session was clear: when insight is applied early, it doesn’t just validate creative decisions, it transforms them.
Want to see how Dragonfly AI helps brands optimize packaging, retail visibility, and shopper conversion before content goes live? Get in touch to learn more.
