Ballantine’s has launched the first limited-edition 30 Year
Old Cask Edition exclusively in Korean travel retail with a VIP experience and
personalised gifts.
Ballantine’s 30 Year Old Cask Edition is a rare whisky,
bottled at cask strength, with intensified flavours of poached pear, honey and
vanilla.
Each bottle has a unique batch and bottle number and is
encased in a luxurious package design of rich dark wood, embossed details and
opulent copper accents. This makes it a rare collector’s item or a gift to show
gratitude for loved ones during Chuseok, the major Korean holiday and time of
cultural significance for honouring your ancestors.
 |
| Ballantine's 30 Year Old Cask Edition whisky |
Interactive display
Pernod Ricard Global Travel Retail is marking the launch by
creating a unique experience for travellers in Lotte and Shilla Duty Free at
Seoul Incheon International Airport from August until the end of October 2017.
An interactive display featuring copper bells for nosing will provide visitors
with the opportunity to discover the aromas. To further experience the key
flavour notes, travellers can participate in a full VIP tasting when pre-registering
via b30caskedition.com. Each customer can create a personalised luggage tag,
card holder or phone case when purchasing a bottle.
In separate news, Pernod Ricard Global Travel Retail celebrated
the award-winning Jameson Deconstructed Series with a Travel Trail activity
targeting travellers through Sydney International Airport in July.
Before starting their journey, travellers were engaged
through a digital campaign combining both social and programmatic media.
Programmatic media was coordinated through Qantas’ in-house data agency to
target passengers booking departing flights from Sydney International Airport
in July. A fun online questionnaire via jamesonwhiskey.com and promoted through
social media also gave travellers the opportunity to discover which Jameson
Deconstructed Series expression – Jameson Bold, Jameson Lively or Jameson Round
– was likely to suit their taste so they could look out for it at the airport.
At the airport, geo-targeted advertisements on social media
and media sites in the terminals directed travellers to the Jameson Tasting Bar
in Gebr Heinemann’s Departures store to take part in the Deconstructed Sensory
Taste Experience. Passengers could then sample Jameson Bold, Lively and Round
to create a memorable sensory experience, thanks to an audio-visual element.
After selecting their preferred whiskey, travellers were
sent a creative cocktail recipe to make and enjoy on their trip or when they
arrived home. Those travelling back through Sydney International Airport also
received an exclusive voucher to redeem on any Jameson product in Heinemann’s
Arrivals store.
 |
| Jameson's interactive display at Sydney Airport |
Virtual reality experience
In other brand news, Pernod Ricard is bringing the St Hugo wine
brand’s new home in South Australia’s Barossa Valley to Sydney Airport with an
immersive “cellar door” experience featuring the St Hugo Private Collection
until September 2017.
St Hugo’s new home in the Barossa Valley is a restored
building where visitors can indulge in the collection of St Hugo Australian red
wines in a luxurious lounge, private underground tasting rooms or as part of a
fine dining experience in the restaurant.
Pernod Ricard Global Travel Retail is offering an immersive
St Hugo “cellar door” experience in Sydney Airport’s Heinemann Departures Tax
& Duty Free store that provides travellers with the opportunity to taste
and purchase exclusive St Hugo Private Collection wines, including Seppetsfield
Shiraz and Rowland Flat Shiraz, which were previously only available at the
cellar door in the Barossa. Travellers are guided through tastings by a St Hugo
wine ambassador, while immersing themselves in a virtual reality experience
that transports them to the home of St Hugo and educates on the winemakers’
longstanding techniques in creating red wines.
 |
| St Hugo's wine installation at Sydney Airport |
'Using wine instead of words'
St Hugo Chief Winemaker Daniel Swincer said: “We wanted
travellers to feel welcome and to try some of our exclusive St Hugo wines
whilst on the way to their next destination. Our Private Collection wines give
us the opportunity to present travellers with a wine they likely haven’t seen
before and to tell the story of some of the sub-regions of Barossa behind the
St Hugo blends using wine instead of words.”
Additionally, Pernod Ricard has partnered with Qantas to
feature the St Hugo Private Collection on the winter menu in the Qantas First
Class lounges in Sydney and Melbourne Airports until the end of August 2017.
