Following the world-first launch of Royal Brackla
Highland single malt whisky with top travel retailer DFS in September, shoppers
at Singapore Changi airport have been enjoying the opportunity to discover this range
of rare and regal spirits from one of Scotland’s oldest and most venerable
distilleries. The brand has a unique heritage including the longest held royal
whisky warrant. The launch in Changi engages shoppers with the heritage of the three
expressions: 12yo, 16yo and 21yo.
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| A digital ad announces the Royal Brackla promotion at Changi airport |
Royal serve ritual
Reflecting the ultra-premium position of the brand dubbed
‘The King’s Own Whisky’, the in-store theatre involves brand ambassadors showcasing
the range to shoppers using tutored tastings and a royal serve ritual. The spirit
is served in a traditional silver quaich epitomising the expression that “Kings
drink out of a quaich, not a glass”, and drops of water are added from a
crystal decanter. A gift with purchase of a luxury travel bag and an engraved quaich
are also being offered. To complete the experience, shoppers are presented with
a commemorative card that houses a Polaroid photo of themselves with the quaich
and tasting notes.
On 18 September, Royal
Brackla brand ambassador Fergus Luckyn-Malone travelled from Scotland to lead a
day of in-store activity. He shared the brand story with shoppers, signing
bottles and gift cards.
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| An engraved quaich is offered as a gwp |
Original and compelling offering
Wilcy Wong, DFS managing director for Singapore and
Indonesia, noted the success of the activation. “We’re excited to host the
world-first launch of Royal Brackla, especially at our new flagship duplex
store and Raffles Long Bar, where we are setting a high standard for the
quality of execution we are asking of our brand partners,” she said. “This
unique, royal connection brings a totally original and compelling offering to
our customers and we’re delighted to see how much they are enjoying the
experience.”
Irving Holmes Wong, regional director Asia-Pacific, Middle
East and Africa at Bacardi Global Travel Retail, added: “Royal Brackla is
literally the crowning glory in our range of discovery malts from the John
Dewar & Sons whisky portfolio and we’re immensely proud to be launching it
to the world here at Changi with DFS, a retailer who fully understands luxury.
Our partnership with DFS in this launch delivers a truly regal consumer
experience befitting the discerning traveller in Asia Pacific. Shopper
reception to ‘The King’s Own Whisky’ is incredibly positive and a clear
indicator of the level of sophistication of travellers in this region.”
