Ever Rich Duty Free in Taipei is the first travel retailer
in Asia to launch the new pack promotion of Aberfeldy Highland single malt
Scotch whisky, which the Bacardi-owned brand describes as a hand-crafted
innovation.
Positioned in the Arrivals and Departures stores at Tao Yuan and
Song Shan airports, the launch is supported by a marketing campaign running between September and December.
The campaign centres on an Aberfeldy-branded bar with a point
of sale that aims to bring to life the story behind the brand and its “Gold in
the Water” heritage. The Pitilie Burn – the water source of the Aberfeldy distillery – was prized locally for its purity
and rich deposits of gold and minerals.
Point-of-sale props seek to enhance the heritage experience
with antique-style gold weighing scales, a gold-panner’s serving tray and gold
coins.
The Aberfeldy drinking ritual calls for a drop of water to
be added to the whisky to open up the dram.
In this promotion, bar staff use elaborate pipettes to transfer drops of
water, bottled from the Pitilie Burn, to the glass, bringing further excitement
and engagement to the sampling experience.
Mike Birch, managing director of Bacardi Global Travel
Retail, said: “The malt whisky category is growing as global travellers look to
experience Scotch whisky more deeply and increase their repertoire. Our
research shows single malt shoppers are looking to purchase new and different
malts to add to their range. This trend of new experimentation and discovery
will accelerate with pace, with aged product being especially valued.
“Using perhaps the biggest piece of malt whisky insights in
recent years, Bacardi is releasing a selection of aged malt whiskies into global
travel retail – in most instances exclusively. We call them Discovery Malts,
creating new news and incremental sales opportunities with current malt
shoppers.
“Aberfeldy is one of these discovery malts and a most
exciting innovation within our strategy for travel retail. The vibrancy in this
retail environment, led by retailers such as Ever Rich, allows us to bring to life
our unique brand story of Gold in the Water.”
The Aberfeldy range comprises three age statements: 12yo, 21yo
and, exclusive to travel retail, 18yo.
Aberfeldy's producer, John Dewar & Sons, remains the only Scotch whisky
distiller to continuously hold a Royal Warrant since the time of Queen
Victoria, supplying the royal household for more than 120 years.
