Molton Brown celebrates a year of success

London-based fragrance expert Molton Brown is building on the momentum it experienced last year in the travel retail channel.

Brand Manager Victoire Versluys said the company had seen “encouraging results” in the first half of this year across all partners, with both its core fragrance offering and newness “performing well”, especially the new Coastal Cypress & Sea Fennel collection, whose results are exceeding its expectations. “Delivering an overall fragrance experience and giving more visibility on-shelf to alternative categories, such as home fragrances, is definitely paying off, as it gives extra value to our partners,” she enthused.

This year, Molton Brown’s ambition is to accelerate its expansion both internationally and into new channels. 2018 will see the brand roll out its refined brand manifesto. Building on its heritage and legacy, it will see the brand refocus on its fragrance expertise and collaboration with some of the most acclaimed master perfumers.

Molton Brown Coastal Cypress & Sea Fennel edt

New body wash set for airlines

Molton Brown is also set to launch an inflight-exclusive product. “We have had a very encouraging inflight debut since we first launched last year with [airline distributor] Ambassadors Choice,” said Versluys. “Currently, our inflight sales are just over 3% of our travel retail business; our ambition is to increase this to 7% of our total travel retail sales mix, with hero products featured on key, select airlines around the world.

“Travel retail exclusive products are instrumental in our differentiation strategy; they give customers an additional reason to buy. We have seen very positive results with our travel retail exclusive body wash set, so we are confident that the addition of a new set – seven 50ml body wash skus from our best-selling fragrances, presented in a unique and elegant grey pouch, exclusively for airlines – will boost these results.”

Expertly blended in London, Molton Brown’s collection of signature fragrances for men and women, bath and shower gels and home and hand care luxuries incorporates vibrant colours and bold scents. Carefully sourcing ingredients from around the globe, each creation is composed by the world’s best perfumers. 

Bacardi concocts a virtual world of cocktail experiences with Virgin Atlantic

In a pioneering virtual reality initiative, Bacardi Global Travel Retail and Virgin Atlantic are giving Virgin Clubhouse customers a unique way to enjoy their cocktails while they wait for their flight.

Running until the end of 2017, Virgin Clubhouse customers can visit some of the best bars in the world to experience one of the signature drinks on their menu, created by award-winning bartenders with spirits from the Bacardi portfolio, without leaving the Clubhouse.

For example, passengers can order a cocktail from a New York bar while sitting at London Heathrow Airport, and then be transported to the bar by the magic of virtual reality. After watching the cocktail made in front of the customer in the actual bar and removing the headset, the drink is waiting for them to enjoy.

Bacardi's virtual reality experience at a Virgin Clubhouse
Photo credit: Sandrae Lawrence and Gary Sharpen, The Cocktail Lovers

Immersive digital experience

Virgin Clubhouse Food and Beverage Manager Mark Murphy travelled the world filming the best bars in high-definition 360-degree video for this campaign.

“Bacardi shares our ambition and commitment to bring genuinely original experiences to our Clubhouse customers,” he said. “The bars we have partnered with are recognised as the very best in the world and, with the extensive range of cocktail choices from award-winning bartenders on the menu, presented with an extraordinary immersive digital experience, we have made this a very special and unique opportunity that transports our customers around the world before they fly."

Aude Bourdier-Rocourt, Regional Director Europe, Bacardi Travel Retail, added: “The people we reach in the Virgin Clubhouse are the same customers who enjoy drinking Bacardi spirits in their cocktails in leading bars around the world. We want them to enjoy a similarly excellent standard in the Clubhouse, served with an original and unforgettable twist on 21st century travel.”

The cocktails offered in the Virgin Clubhouse are as follows:

Concrete Sazerac from Dandelyan, London: Stone-washed Dewar’s 12yo, fermented bitters, absinthe, chocolate stones;

Earl Grey Gin & Tonic from White Lyan, London: Earl Grey-infused Bombay Sapphire gin, pink grapefruit, tonic;

Rum & Cola from BlackTail, New York City: Bacardi Carta Blanca Rum, Coca-Cola, cane syrup, Champagne;

EO Manhattan from Employees Only, New York City: Angel's Envy Rye, Martini Rosso, bitters;

Dead Reckoning from Smuggler's Cove, San Francisco: Bacardi Ocho, tawny port, vanilla Cognac, lemon and pineapple juice, bitters;

Fennel From Farm To Glass from The Walker Inn, Los Angeles: Grey Goose vodka, sherry, Cointreau, Aquavit, fennel and lemon juice, sugar syrup;

Suit & Tie from Columbia Room, Washington DC; Dewar’s 12yo, strawberry, aged vinagre de Jerez, mole bitters;

Nikkei Chilcano from Ruka, Boston: Aji chili-infused Grey Goose La Poire vodka, lemon and lime juice, ginger ale;

Classic Daiquiri from Necker Island, British Virgin Islands: Bacardi Carta Blanca Rum, fresh lime juice, caster sugar.