Following its success in European travel retail, Bacardi-owned
Scotch whisky brand Glen Deveron is now being launched in Asia Pacific at Kuala
Lumpur International Airport - the first in Asia to stock the Highland single
malt.
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| A passenger enjoys Glen Deveron whisky at Kuala Lumpur airport |
Bacardi has partnered with The Zon Duty Free store in the arrivals
hall to create a promotion to greet incoming passengers as soon as they clear Customs
in the arrivals zone of the new terminal.
Its prominent position means that an average of 600,000 passengers per
month walk in front of the promotion, which features shopper tasting and “random
acts of kindness”, the company says, where salespeople interact with passengers
by handing out green apples, a nod to its sweet apple taste.
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| Apples on display at the Glen Deveron promotional area |
The promotion ran until 31 August as a pop-up store concept
to introduce Glen Deveron 16yo, 20yo and 30yo - all exclusive to travel retail.
Commenting on the activation, Irving Holmes Wong, regional director Asia Pacific, Middle East and Africa at Bacardi Global Travel Retail, said:
"Glen Deveron is an amazing
innovation and one that we have big ambitions for here in Asia Pacific. Across the region there is a strong
opportunity for our brown spirits, where we are unlocking the potential of
single malts.
“More of today's travellers are entering the second stage of
luxury where they use the knowledge they have on brands as a key purchase
consideration. They are particularly attracted to the innovation in our brands
and there’s a clear emergence where they seek to show their discernment by
choosing less mainstream brands.
"The appeal of our malts is that they are truly
authentic, crafted alternatives that fit with these consumers’ own definition
of self-identity and for those looking for something different from what the
previous generation would have consumed."
Featuring strong visual identity on its gift packaging, Glen
Deveron is proving popular for self-treat and gifting alike, according to the brand
owner.
Ong Bok Siong, managing director of travel retail group DFZ KLIA,
said: "We're really excited to have this promotion running in the early
days of the new terminal. Its location
right by security means there is strong disruption with arriving passengers who
are interacting very positively with the brand and the promotional mechanic,
which is driving footfall and conversion in the store itself."
