Bacardi has partnered with Taiwanese travel retailer Ever
Rich at Taipei Taoyuan airport to launch Craigellachie Speyside single malt
Scotch whisky on a market-exclusive basis in the Asia region until June 30, when it will roll out into domestic
market locations. The launch programme features Craigellachie 13yo and the
travel retail exclusive Craigellachie 19yo.
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| Craigellachie's "worm-tub" installation at Taipei Taoyuan airport |
Significant release
Irving Holmes Wong, regional director Asia Pacific and
Middle East at Bacardi Global Travel Retail, said: “We are so excited to bring
Craigellachie to Asia Pacific and to have Taoyuan, a key location in travel
retail, as the initial launch-pad for this significant release. Building on the
incredible success we had here in September 2014 for Aberfeldy Highland single malt
Scotch whisky, Ever Rich felt like the obvious partner for us in Asia to bring
to market the second in the series of our last great malts."
He continued: “Craigellachie is carving a unique position in the single
malts category with its distinctive aged flavour profile and iconic heritage,
both of which appeal massively to knowledgeable malts connoisseurs and
collectors, especially those who are motivated by the authentic intrinsics of
niche brands like Craigellachie. The experiential sampling activity that
showcases the ‘worm-tubs’ is a definite interactive talking point – it’s a
great way for us to bring to life the brand story in a powerfully memorable way
to the growing number of Asian malt shoppers looking to discover something
genuinely new and different to the mainstream.”
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| Craigellachie 13yo and 19yo whisky showcase |
The interactive counter-top sampling unit depicts a scale
model of the famous copper piped “worm-tubs” from the Craigellachie distillery
which help give the whisky its distinct, meaty character. Today Craigellachie
is one of the very few whiskies still benefiting from this traditional
technique first used in 1891 when this brand was created.
Brand ambassadors pour the Craigellachie dram in through
the top of the copper piping while explaining how it replicates the
condensation process at the distillery. The liquid journeys through the
worm-tub before being poured through a brass tap into a sampling glass. Malted grain brought from the Craigellachie
distillery is also a key feature of the experience, enabling shoppers to get a
close-up sensory experience of the grain itself.
Available in one-litre bottles, Craigellachie 13yo retails
at T$2,310 and the travel retail exclusive Craigellachie 19yo is T$5,181.
