Diageo has launched its first Haig Club Single
Grain Scotch Whisky Limited Edition Design bottle in a series of large-scale airport
activations for the travel retail exclusive product.
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| Diageo's Haig Club promotion at Singapore Changi airport's Raffles Long Bar in Terminal 3 |
Body art stamping brings whisky notes to life
In London Heathrow, Haig Club took over large interactive
screens to stream themed content. The new bottle was displayed in a dedicated
area and brand ambassadors interacted with passengers through a body art
stamping activation.
The fun body art activity was designed to bring the flavour
notes of the whisky to life in a sensory way. Brand ambassadors stamped
shoppers hands with scented ink, inspired by the different notes in the whisky,
delivering the flavour profile of sweet toffee, floral and spice notes in a
surprising way.
In addition to these activities, Singapore Changi featured
an ultra-premium Long Bar presented by the Raffles luxury hotel in Terminal 3. At the bar, guests were offered cocktails including the
Haig Clubman. Global brand ambassador Will Thompson made an appearance during
the peak Chinese New Year weekend to meet and greet travellers.
A promotion also ran in Changi around the key gifting
period of Chinese New Year: shoppers who purchased the one-litre bottle of Haig
Club Limited Edition Design received a free 5cl bottle of the whisky.
Launched late last year, the striking Limited Edition
Design is the first in The Decanter Series. The bottle is crowned with a blue,
diamond-shaped stopper.
The striking new bottle is now available in limited
quantities in travel retail, priced at £39. The one-litre size was created
exclusively for travellers, and a 70cl version is available in domestic stores.
Diageo GTME Global Marketing Director Peter Fairbrother
said: “We know that customers and shoppers alike want easy access to exclusive
and superior gifts and they are looking for engaging experiences which go
beyond the bottle. This is why we were delighted to give shoppers the
opportunity to sip a delicious cocktail and pick up a bottle for themselves or
a gift for others, in the luxury surrounds of the Raffles Bar in Changi airport. Our investment in this activation, plus the dedicated brand spaces we
created in London Heathrow and Singapore Changi airports and activity in
Manchester and London Gatwick airports, shows our commitment to innovating for
the channel.”
