Bacardi is taking part in World Duty Free Group’s Whisky
Festival 2014 with several innovative and theatrical promotions at the travel retailer’s
airport shop locations, including London Heathrow.
These include the first
activation in the global re-launch of Aberfeldy Highland single malt Scotch whisky,
which centres on the brand’s heritage. Aberfeldy-branded bottled water taken
from the distillery’s ancient water source, the Pitilie Burn, is offered as a
gift with purchase from the Aberfeldy range, including 18yo, a travel retail
exclusive.
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| The Aberfeldy Scotch whisky promotion at London Heathrow airport |
The promotion features a whisky sommelier who tells
the story of Aberfeldy, founded in 1898. Items on display include antique-style weighing
scales synonymous with how gold was weighed in bygone eras and gold coins embossed
with the Aberfeldy crest.
Aude Rocourt, regional director Europe of Bacardi Global
Travel Retail, said: “This activation is driven by a pure focus on the
extraordinary heritage of the Aberfeldy brand, expressing the quality,
authenticity and natural elements of its crafting since 1898. Travellers can
enjoy a remarkable tasting experience, complemented by promoters sharing the
Aberfeldy story with genuine passion. In
addition, they will love the intriguing thrill of adding a gentle splash of Aberfeldy’s
other remarkable liquid – the water of Pitilie Burn.”
In a second promotion for Whisky Festival 2014, Glen Deveron
Highland single malt Scotch whisky, Royal Burgh Collection, is in the spotlight
at World Duty Free Group’s shops at several Spanish airports, including
Barcelona.
In 2013, Bacardi partnered with World Duty Free Group on a
global, exclusive basis to launch Glen Deveron, Royal Burgh Collection,
featuring 16yo, 20yo and 30yo expressions. The collection was developed specially
for travel retail and was available exclusively at World Duty Free Group stores
in the UK and Spain for its first year of release.
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| The Glen Deveron whisky bar at Barcelona airport |
In Barcelona, a specially created Glen Deveron bar offers a
brand experience with skilled bartenders. Strong visual branding and the brand story running on digital screen
further emphasise the heritage of Glen Deveron.
Rocourt said: “Having worked together right from the synthesis of the
idea of specifically creating the Glen Deveron for travel retail over 18 months
ago, we have gone on to share ideas and ensure that our joint input helps us
both optimise the quality and effectiveness of the stream of activations
supporting Glen Deveron.”
The Whisky Festival 2014 runs until the end of June and is
featured at World Duty free Group’s airport stores across Spain and the UK.
