Bacardi has launched Aultmore Speyside single malt whisky
across 23 airport stores in the UK with the help of a theatrical bar experience reflecting the brand's distinctive Scottish landscape. The in-store experience echoes the mystical Speyside landscape of the so-called Foggie Moss by using a piece of technology – Le Whaf – to help present the drink. The machine generates swirling vapour that, when poured into the glass, further enhances the nose of the whisky and creates an atmospheric and engaging consumer experience.
 |
| Aultmore's bar area at London Heathrow airport |
Nigel Sandals, buying manager liquor UK at World Duty
Free Group (WDFG), welcomed the new launch in the travel retailer's stores: “Presenting our travel exclusive and WDFG
exclusive whiskies with this level of creativity is an impactful way to
introduce the coveted dram to passengers. Our theatrical bar activations will
truly surprise and delight whisky aficionados and novices alike, allowing them
to enjoy Aultmore in an imaginative new way that really brings the dram to
life.”
 |
| A barman recreates Aultmore's Foggie Moss experience with swirling vapour |
World Duty Free and World of Whiskies stores in Glasgow and London Heathrow Terminal 2 and T5 are the first locations to present an Aultmore shopper experience until early January 2015. The UK launch features Aultmore 12yo as a global travel retail exclusive with World Duty Free Group, while the 21yo is also a worldwide exclusive for the retailer, with both ages available exclusively to the company’s UK stores for one year.
Aude Rocourt, regional director of Europe Bacardi Global
Travel Retail, said: “Relatively few whisky lovers have tasted Aultmore before
but they know of its extraordinary reputation and, keen to discover less
mainstream brands, they will be delighted to experience this Speyside
treasure.”
Richard Cuthbert, Bacardi Global Travel Retail’s marketing
manager whisky, added: “Whisky lovers worldwide are fanatical about unearthing
discovery malts that are an alternative to the mainstream, especially those
backed by age statements, proven quality and engaging intrinsics of the brand
story. Aultmore joins Glen Deveron, Aberfeldy, Royal Brackla and Craigellachie
to form our stunning malts collection that delivers these qualities in
outstanding style. With retailer support, this expanded portfolio is driving
single malt category value by unlocking growth in discovery malts.”
With its classic Speyside style, Aultmore is described as
herby and grassy on the nose, smooth and easy to drink, reflecting the use of
unpeated malted barley.
Taking its name from the Gaelic for ‘Big Burn’, the
Aultmore distillery was built in 1897 on the nine-mile-long road to Buckie, in
a region of Speyside so remote it is referred to as ‘Scotland’s Bermuda
Triangle’. The distillery stands beside the village of Aultmore and both are
often obscured from view, blanketed in thick fog rising from the mysterious
Foggie Moss, the waters of which are renowned for their purity, filtered by
natural flora.
